What Sherri Banta Group does

Sherri Banta Group is a privately held fiduciary financial planning and insurance advisory practice founded by Sherri Banta in 2011 and headquartered in Pismo Beach, California, with a second office opened in Rocky River, Ohio in 2024. The firm serves individual consumers and small households nationwide, with explicit segmentation across Baby Boomers, Gen X, Millennials, and the Sandwich Generation, anchored by Baby Boomer retirement income planning as the primary use case. Core product offerings include indexed annuities and Indexed Universal Life (IUL) insurance with living-benefit riders, Living Benefits life insurance, 401(k) rollover support, personal pensions, generational wealth transfer planning, and college savings strategies; Medicare plan selection is delivered through a referral partnership with Medicare BackOffice.

The firm operates as a 100% fiduciary practice and does not charge consultation fees, generating revenue exclusively through commissions on insurance products placed with A, A+, and A++ rated carriers under a National Producer license. There is no proprietary technology platform, no AI/ML capabilities, and no digital product surface beyond a marketing website, blog, and email newsletter. The business is bootstrapped, founder-owned, and concentrated on the principal advisor, supported by a small team (1-10 employees) that includes a content author and national producers serving clients coast-to-coast via phone and email consultations. Distribution is relationship-led, with annual client reviews every 11 months and content marketing through the GOOD Newsletter and SBG Blog as the principal customer acquisition channels.

Name

Sherri Banta Group

Legal name

Sherri Banta Group

Website

https://sherribantagroup.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Sherri Banta Group is a privately held fiduciary financial planning and insurance advisory practice serving individual consumers across the US with indexed annuities, IUL insurance, retirement income planning, and Living Benefits life insurance, operating from Pismo Beach, CA and Rocky River, OH.

Ownership category

akta.pro rank

Headquarters

HQ city

Pismo Beach

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Insurance Product Commissions: The firm earns commissions on insurance products sold including indexed annuities, indexed universal life (IUL) insurance, and Medicare-related insurance options. No consultation fees are charged - the firm operates as a fiduciary broker offering zero-risk insurance products.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Sherri Banta Group provides fiduciary financial planning, retirement income planning, and insurance solutions including indexed annuities, Indexed Universal Life (IUL) insurance, and life insurance with living benefits. The firm operates as a 100% fiduciary practice with no consultation fees ever, supporting clients with 401(k) rollovers, personal pension design, generational wealth transfer, and college savings strategies, and refers Medicare-eligible clients to Medicare BackOffice for plan selection.

Product overview

Sherri Banta Group is a financial planning and insurance services firm offering a portfolio of zero-risk insurance products and financial planning services. The core offerings include Indexed Annuities and Indexed Universal Life (IUL) Insurance products that provide market-linked growth without downside risk, complemented by Living Benefits Life Insurance policies with critical and chronic illness riders. Services include 401(k) Rollovers, Personal Pensions (guaranteed income streams), Generational Wealth Planning, and College Savings plans. The company operates on a fiduciary basis with no consultation fees and exclusively offers indexed products designed to grow with the market without exposing client money to loss. The firm also partners with Medicare BackOffice for Medicare coverage assistance.

Differentiator

Problem solved

Functional benefit

Products and services

• Living Benefits Life Insurance Life insurance policy that pays out while the policyholder is still living if they experience a critical or chronic illness, providing funds for treatment, care, and income replacement for individual clients and their families.
• Indexed Universal Life (IUL) Insurance Life insurance policy that builds cash value tied to market index performance without downside risk, includes living benefits, and can serve as tax-free retirement income for individual policyholders.
• Indexed Annuities Annuity products where money grows with market upside but never decreases when the market drops, providing principal protection with growth potential for individual retirement savers.
• 401(k) Rollovers No-cost rollover support to convert old retirement plans into indexed strategies without tax penalties or market exposure for individual clients with employer-sponsored retirement balances.
• Personal Pensions Guaranteed-income-stream products designed to provide lifetime income that cannot be outlived, simulating traditional pension benefits for individual retirees and pre-retirees.
• Generational Wealth Planning Tax-free wealth-transfer strategies designed to pass assets to heirs without inheritance-tax burdens, offered to individual clients planning intergenerational estate transfers.
• College Savings Supplement Plans Savings strategies designed to help individual families fund education for children or grandchildren through tax-advantaged money allocation.
• Financial Planning for Retirement Comprehensive retirement-planning engagement covering all life phases, including custom strategies and clarity on the client's financial future for individual pre-retirees and retirees.
• Medicare BackOffice Support Referral partnership through which Sherri Banta Group connects individual Medicare-eligible clients to Medicare BackOffice's licensed experts for unbiased Medicare enrollment and plan selection at no cost to the client.

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Medicare BackOfficecoreImplementation/ SI/ Consulting PartnerSherri Banta Group refers clients to Medicare BackOffice when they need to explore Medicare coverage. Medicare BackOffice provides licensed experts who help clients choose the best Medicare plan at no cost. The partnership allows Sherri Banta Group to focus on wealth protection while ensuring clients receive expert Medicare guidance from specialists.

Scale indicators4 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Bankers Life: Insurance and annuities specialist focused on pre-retirees and retirees, offering indexed annuities, life insurance, and Medicare supplement products through a career agent force. Highly comparable target market and product mix to Sherri Banta Group.
• Primerica: Public financial services company selling term life insurance, mutual funds, and retirement products to middle-income families through a national producer network. Directly comparable individual insurance and financial planning focus.
• Edward Jones: Individual financial advisor firm with a vast network of regional offices and individual producers serving middle-market clients with retirement, life insurance, and investment products. Closely comparable business model to Sherri Banta Group's locally-rooted, advisor-led approach.
• Allworth Financial: Independent financial advisory firm focused on retirement planning and wealth management for individuals and families, with multiple office locations. Closely comparable fiduciary advisory model serving similar Baby Boomer retirement market.

Broad incumbents

• Ameriprise Financial: Large diversified financial services firm with thousands of independent advisors providing retirement planning, insurance, and wealth management. Comparable financial advisory and insurance distribution model at much greater scale.
• MassMutual: Mutual insurer with a national network of financial professionals selling whole life, universal life, disability, and retirement products. Comparable annuity and life insurance distribution footprint.
• New York Life: Large mutual insurer with career agents distributing whole life, universal life, and annuities plus retirement income strategies. Comparable individual insurance-led advisory distribution.
• Cetera Financial Group: Independent broker-dealer and RIA platform supporting thousands of financial professionals offering retirement, insurance, and wealth planning. Comparable advisor-supported financial services infrastructure.
• Waddell & Reed Financial (Macquarie Asset Management): Financial advisory firm with a national network of independent financial advisors providing retirement, investment, and insurance planning. Comparable multi-generational planning services and producer-led model.
• Northwestern Mutual: Mutual insurance and financial services company with a career advisor force selling life insurance, disability income, annuities, and investment products. Overlapping product set and relationship-based advisory model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/sherribantagroup

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sherri Banta Group