CBU Benefits
CBU Benefits is a privately held, Maine-based supplemental insurance distributor that resells accident, cancer, critical illness, hospital, disability, and life insurance products through insurance brokers and agencies, serving Maine employers, employees, and individuals.
- Company typePrivate
- Founded2007
- HeadquartersHallowell, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What CBU Benefits does
CBU Benefits is a privately held, Maine-based supplemental insurance distributor founded in 2007 and headquartered at 77 Water St., Hallowell, Maine. The company originated as a division of Combined Benefits United before spinning out as an independent entity and operates a B2B2C model that resells a portfolio of supplemental insurance products — accident, cancer, critical illness, hospital stays, short-term disability, and life insurance — supplied through a core carrier partnership with Washington National Insurance Company. Distribution is conducted via insurance brokers and agencies targeting Maine employers and their employees, with additional direct-to-individual sales; a Benefits Bundle offering combines multiple coverages into a single package.
The company is closely associated with Travis Mills, a retired U.S. Army Staff Sergeant of the 82nd Airborne and nationally known motivational speaker, author, and veterans' advocate, who joined as an owner in October 2018 and serves as the brand's public face. Marketing relies on relationship-driven channels: a website, video testimonials from employees of local Maine businesses, and Travis Mills' earned media appearances. Outreach to prospective clients is driven through a "Schedule Appointment" web form, phone lines, and email inquiries targeted at both businesses and individuals.
The business model is commission-based premium aggregation: CBU Benefits does not underwrite risk and instead earns distribution margins on carrier-supplied policies sold via employer-sponsored benefit plans across Maine. Pricing is not publicly disclosed; customers are directed to contact the company directly for quotes. No public financials, headcount figures, funding rounds, or institutional investors are disclosed; ownership is private with Travis Mills identified as an individual owner/advocate.
CBU Benefits firmographics
Firmographics- Name
- CBU Benefits
- Legal name
- CBU Benefits
- Website
- https://cbubenefits.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- CBU Benefits is a privately held, Maine-based supplemental insurance distributor that resells accident, cancer, critical illness, hospital, disability, and life insurance products through insurance brokers and agencies, serving Maine employers, employees, and individuals.
- Ownership category
- akta.pro rank
CBU Benefits industry classification
Industry- Product category
- Supplemental Insurance
- NAICS
- Insurance Agencies and Brokerages (524210)
- SIC
- Accident & Health Insurance (6321), Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Voluntary/Worksite Critical Illness & Hospital Indemnity (Employee-Paid) (FSAIAKAF)
- akta.pro secondary industries
- Ancillary Employer Benefits (Life/Disability/Accident/Critical Illness) (HLAEAAAK), Group/Employer-Sponsored Critical Illness & Hospital Indemnity (FSAIAKAD), Group Disability Income Insurance (Employer-Sponsored) (FSAIAIAB), Participating (Dividend) Whole Life Insurance (FSAIABAI)
Keywords
Where CBU Benefits is headquartered
LocationHeadquarters
- HQ city
- Hallowell
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
CBU Benefits business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Supplemental Insurance Premiums: CBU Benefits generates revenue by offering supplemental insurance products including accident, cancer, critical illness, hospital stays, short-term disability, and life insurance. Products are distributed through employer-sponsored benefit plans to Maine businesses and individuals.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
CBU Benefits product offering
Product offeringCore offering
CBU Benefits distributes a portfolio of supplemental insurance products—Accident, Cancer, Critical Illness, Hospital Stays, Short-Term Disability, and Life Insurance, plus a bundled Benefits Bundle—sourced through its carrier partnership with Washington National Insurance Company. Products are positioned to cover deductibles, copays, coinsurance, treatments, transportation, caregiver costs, and income replacement that standard medical insurance does not cover, and are sold through employer-sponsored benefit plans to Maine businesses, brokers, and individuals.
Product overview
CBU Benefits offers a portfolio of supplemental insurance products designed to help individuals and families manage the financial impact of accidents, critical illness, and loss of life. The company operates through a partnership with Washington National Insurance Company to distribute its products. The core product portfolio includes seven distinct offerings: Accident Insurance, Cancer Insurance, Critical Illness Insurance, Hospital Stays Insurance, Short-Term Disability Insurance, Life Insurance, and a Benefits Bundle that combines multiple coverages. These products are positioned as workplace-related insurance that reduces employees' financial exposure to unplanned medical expenses.
Differentiator
Problem solved
Functional benefit
Products and services
- Accident Insurance Supplemental accident insurance that covers deductibles, copays, coinsurance, treatments, transportation expenses, and caregiver costs resulting from accidents. Distributed to Maine businesses, individuals, and through insurance brokers.
- Cancer Insurance Supplemental cancer insurance providing benefits for inpatient treatments and cancer therapies including radiation, stem-cell transplants, and experimental treatments, with wellness and annual care benefits. Distributed to Maine businesses, individuals, and through insurance brokers.
- Critical Illness Insurance Supplemental insurance that pays lump-sum benefits upon first diagnosis of critical conditions such as cancer, heart attack, stroke, diabetes, and Alzheimer's disease, helping cover deductibles, copays, and treatment-related expenses. Distributed to Maine businesses, individuals, and through insurance brokers.
- Hospital Stays Insurance Standalone hospital and ICU insurance policy designed to protect against the high costs of hospital stays. Distributed to Maine businesses, individuals, and through insurance brokers.
- Short-Term Disability Insurance Disability insurance providing weekly sum benefits to replace income during periods when the policyholder cannot work due to illness or injury. Distributed to Maine businesses, individuals, and through insurance brokers.
- Life Insurance Life insurance product that provides benefits to protect loved ones, usable for final expenses, debt payoff, and income replacement. Distributed to Maine businesses, individuals, and through insurance brokers.
- Benefits Bundle A bundled package combining multiple supplemental insurance products (such as Accident, Cancer, Critical Illness, Hospital Stays, Short-Term Disability, and Life Insurance) to provide comprehensive coverage protection. Distributed to Maine businesses, individuals, and through insurance brokers.
Quantifiable outcome
- Reduced financial exposure to unplanned medical expenses for employees
Companies that use CBU Benefits
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
CBU Benefits technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
CBU Benefits partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered key and core.
- Travis MillskeyTravis Mills joined CBU Benefits team in October 2018 as an owner and advocate for supplemental health benefits. He is a retired U.S. Army Staff Sergeant of the 82nd Airborne, quadruple amputee from Afghanistan IED, motivational speaker, actor, author (New York Times bestselling memoir 'Tough as They Come'), and advocate for veterans and amputees. He promotes supplemental insurance through his personal story and national media appearances.
- Washington National Insurance CompanycoreCBU Benefits offers multiple supplemental insurance products through partnership with Washington National Insurance Company. Products include accident, cancer, critical illness, hospital stays, short-term disability, and life insurance.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
CBU Benefits competitors and assessment
Company assessmentDirect peers
- Aflac: Largest US provider of supplemental insurance (accident, cancer, critical illness, hospital indemnity) distributed primarily through worksite/payroll-deduction channels to employers and employees. Directly comparable product portfolio and B2B2C distribution model.
- Allstate Benefits: Offers accident, critical illness, hospital indemnity, disability, and life insurance through worksite/employer-sponsored voluntary channels. Highly comparable product mix and distribution approach.
- Colonial Life: Specializes in voluntary/worksite supplemental benefits (accident, critical illness, disability, life) sold through brokers and employer benefit packages. Closest direct analog to CBU's worksite supplemental insurance model.
Broad incumbents
- MetLife Supplemental Benefits: Provides group voluntary supplemental insurance (accident, critical illness, hospital, disability) as part of a large benefits portfolio. Overlapping product set but distributed nationally by a broad incumbent.
- Cigna Supplemental Benefits: Major carrier offering supplemental accident, critical illness, and hospital indemnity products alongside its broader health and life portfolio. Comparable products, but Cigna is a broad incumbent rather than a specialist.
- Voya Financial: Offers voluntary/worksite supplemental benefits including critical illness, accident, and hospital indemnity within its broader employee benefits franchise.
- Unum Group: Major provider of disability, critical illness, and supplemental health benefits through employer-sponsored channels. Overlapping core products (especially short-term disability and supplemental health).
- Lincoln Financial Group: Provides group supplemental health, disability, and life insurance products through employer benefit plans. Comparable product overlap as a broad incumbent carrier.
Others
- Combined Benefits United: CBU Benefits' original parent organization, founded in Hallowell, Maine. Operates in adjacent insurance services with related products, providing useful operational comparison.
- Washington National Insurance Company: CBU's exclusive product partner and underwriter of the supplemental insurance portfolio (Accident, Cancer, Critical Illness, Hospital, STD, Life). Not a competitor but a critical ecosystem participant and direct counterparty.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
CBU Benefits social profiles
Digital presenceCBU Benefits financial estimates
Financial estimateRevenue estimate
Valuation estimate
CBU Benefits leadership team
Management profileNumber of profiles
Profiles1 record
CBU Benefits funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CBU Benefits M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about CBU Benefits
What does CBU Benefits do?
CBU Benefits distributes a portfolio of supplemental insurance products—Accident, Cancer, Critical Illness, Hospital Stays, Short-Term Disability, and Life Insurance, plus a bundled Benefits Bundle—sourced through its carrier partnership with Washington National Insurance Company. Products are positioned to cover deductibles, copays, coinsurance, treatments, transportation, caregiver costs, and income replacement that standard medical insurance does not cover, and are sold through employer-sponsored benefit plans to Maine businesses, brokers, and individuals.
Is CBU Benefits a public or private company?
CBU Benefits is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was CBU Benefits founded?
CBU Benefits was founded in 2007. It employs 1 to 10 people.
Where is CBU Benefits based?
CBU Benefits is headquartered in Hallowell, United States, in the North America region.
How does CBU Benefits make money?
One revenue line is on record: supplemental Insurance Premiums.
Who are CBU Benefits's main competitors?
Direct peers on record are Aflac, Allstate Benefits and Colonial Life. Broad incumbents are MetLife Supplemental Benefits, Cigna Supplemental Benefits, Voya Financial, Unum Group and Lincoln Financial Group. Others are Combined Benefits United and Washington National Insurance Company.
Does CBU Benefits have an API?
No public API is recorded for CBU Benefits.
What industry is CBU Benefits in?
CBU Benefits's product category is Supplemental Insurance. Its primary akta.pro industry code is FSAIAKAF, Voluntary/Worksite Critical Illness & Hospital Indemnity (Employee-Paid), with a secondary code of HLAEAAAK, Ancillary Employer Benefits (Life/Disability/Accident/Critical Illness). Its NAICS code is 524210 and its SIC code is 6321.