True North Legacy Group

What True North Legacy Group does

True North Legacy Group is an independent insurance brokerage founded in 2017 by Tim Long, a retired Army aviator with 22 years of military service, and Nicky Long. The firm operates from offices in Okatie, South Carolina and Rincon, Georgia, and serves more than 700 clients nationwide. Its service portfolio spans estate planning, tax-advantaged retirement strategies (Roth IRAs/401(k)s, IUL, municipal bonds), life insurance (term, whole, final expense, indexed universal life), mortgage protection, Medicare navigation (Parts A–D and Medigap), critical illness, hospital indemnity, and dental/vision/hearing coverage, plus 401k/IRA rollover solutions.

The company is not a technology platform; it earns commissions as an independent broker with access to 30+ top-rated insurance carriers, allowing it to place clients across multiple carriers rather than acting as a captive agent. Go-to-market is sales-led and direct-to-consumer: personalized consultations scheduled through the website, inbound phone lines for Medicare and general inquiries, and Wills & Living Trust Seminars that combine community education with lead generation. The team beyond the founders includes an administrative veteran (Sarah Gardner) and business partners/mentors (Jake & Belle Crause), with additional licensed agents onboarded from 2022 onward.

Revenue is generated entirely on a commission basis from carrier payouts, with services provided to clients at no incremental cost. Customer segments are horizontal and consumer-only — individuals and families, Medicare-eligible clients (handled primarily by Nicky Long), and high-net-worth households seeking wealth, retirement, and legacy planning (handled primarily by Tim Long). The firm is privately held, founder-owned, with no disclosed institutional capital, M&A activity, or parent company.

Name

True North Legacy Group

Legal name

True North Legacy Group

Website

https://truenorthlegacygroup.com

Company type

Private

Founded year

2017

Operating status

Operating

Short description

True North Legacy Group is an independent insurance brokerage founded in 2017 that serves 700+ individuals and families nationwide with estate planning, retirement, life insurance, Medicare, and supplemental health coverage via access to 30+ carriers.

Ownership category

akta.pro rank

Product category

Independent Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (524210), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Personal Trust & Fiduciary Administration (FSAEAKAA)

Keywords

• Independent insurance brokerage
• Estate planning services
• Retirement income planning
• Life insurance brokerage
• Medicare advisory services

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Insurance Commissions: Earns commissions from selling insurance products (life insurance, final expense, Medicare, dental/vision/hearing, critical illness, hospital coverage, mortgage protection) and financial products (IRAs, 401k rollovers, estate planning services). Acts as independent broker with access to 30+ insurance carriers.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

True North Legacy Group operates as an independent insurance brokerage delivering estate planning, retirement income strategies, life insurance, final expense insurance, mortgage protection, Medicare guidance, critical illness, hospital indemnity, and dental/vision/hearing supplemental coverage. The firm places carrier-agnostic policies from 30+ top-rated insurers on behalf of individuals, families, and high-net-worth clients across the United States.

Product overview

True North Legacy Group is an independent insurance brokerage offering a comprehensive suite of financial security and insurance products. The company serves over 700 clients across the country, providing access to 30+ top-rated insurance carriers. Their product portfolio centers on protection and legacy planning, with core offerings including estate planning, various life insurance products (term, whole, final expense, IUL), retirement planning tools (Roth IRAs, 401k rollovers, tax-advantaged strategies), and health-related coverage (Medicare, hospital indemnity, critical illness, dental/vision/hearing). All products are delivered through independent broker model with unbiased advice and personalized service through dedicated agents Tim and Nicky Long.

Differentiator

Problem solved

Functional benefit

Products and services

• Estate Planning Comprehensive estate planning including wills, trusts, probate management, power of attorney, healthcare directives, and beneficiary designations to ensure assets are distributed according to client wishes. Designed for individuals and families preparing for end-of-life asset transfer.
• Tax Advantaged Retirement
• Life Insurance
• Final Expense Insurance
• Mortgage Protection
• Medicare Services
• Critical Illness Coverage
• Hospital Coverage
• Dental, Vision & Hearing Coverage
• Protected Growth & Guaranteed Lifetime Income Plans

Quantifiable outcome

• Over 700 clients served across the country

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves4 records

Expansion highlights5 records

Broad incumbents

• MassMutual: MassMutual provides life insurance, retirement plans, annuities, and wealth management products through financial professionals. Comparable to True North in life insurance and retirement focus, but is a much larger mutual insurer with a captive advisor model rather than independent brokerage.
• Transamerica: Transamerica provides life insurance, annuities, retirement plans, and mutual funds through financial professionals. Comparable to True North Legacy Group in life insurance and retirement income product set, but operates at much greater scale and through career agents rather than an independent broker.
• State Farm: State Farm is a large U.S. insurer offering life, health, property/casualty, and banking/financial products through captive agents. Comparable to True North in life insurance and financial services breadth, but with a much larger product portfolio and captive agent distribution model rather than independent brokerage.
• Northwestern Mutual: Northwestern Mutual is a large U.S. financial services mutual offering life insurance, disability income, annuities, and wealth/retirement/estate planning through a vast advisor network. Highly comparable to True North Legacy Group in the estate planning, life insurance, and retirement income product mix, but operates at massive scale with captive (non-independent) advisors.
• New York Life: New York Life offers life insurance, long-term care, annuities, and investment products through a captive agent network. Directly comparable product set to True North Legacy Group across life insurance, retirement income, and estate planning, but at vastly greater scale with employed agents rather than independent brokers.

Direct peers

• Woodbury Financial Services: Woodbury Financial Services is an independent broker-dealer and financial services distribution firm supporting financial advisors across life insurance, retirement, and estate planning. Comparable to True North in independent advisor model and life/retirement/estate focus, with similar SMB/family client orientation.
• Primerica: Primerica is an independent distributor of financial products focused on term life insurance, mutual funds, and retirement solutions sold through a large sales-force of independent representatives. Closely comparable to True North Legacy Group in the independent-broker distribution model, middle-income family focus, and seminar-style client acquisition.
• Bankers Life: Bankers Life specializes in supplemental health insurance, Medicare Supplement, life insurance, and retirement income solutions for Americans aged 65+, distributed through career agents. Highly comparable to True North's Medicare-eligible focus and supplemental health (dental/vision/hearing, hospital indemnity) product mix.

Emerging players

• F&G (Fidelity & Guaranty Life): F&G is a life insurance and annuity provider focused on indexed universal life (IUL), fixed indexed annuities, and immediate annuities, distributed through independent agents and broker-dealers. Comparable to True North's life insurance and tax-advantaged retirement (IUL-based) product offerings, with overlapping carrier channel relationships.
• GoHealth (GoHealth Insurance Solutions): GoHealth is a health insurance marketplace and brokerage specializing in Medicare Advantage, Medicare Supplement, and ACA plans, leveraging a tech-enabled telesales platform. Comparable to True North's Medicare focus and brokerage model, but uses a scaled digital/telephonic distribution model rather than the founder-led seminar-and-in-person approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 True North Legacy Group