knudson
Knudson Benefits Group is a Utah-based benefits consulting firm that helps small and medium-sized businesses (40+ employees) own self-funded health plans. It provides consulting, HR support tools, and partners with 30+ insurance carriers.
- Company typePrivate
- Founded-
- HeadquartersMurray, United States
- Headcount—
- GTM typeB2B
- OfferingServices
What knudson does
Knudson Benefits Group is a privately-held Utah LLC headquartered in Murray that operates as an employee benefits consulting and brokerage firm targeting small and medium-sized businesses (SMBs) with 40 or more employees. The company's core differentiator is its self-funded health plan solution, which enables clients to own rather than rent their health insurance by separating and independently sourcing stop loss, network, claims administration, and pharmacy components. This structure provides transparency, customization, and the ability to retain unspent claims funds, capabilities the company positions as previously exclusive to large corporations.
The firm operates a digital business administration platform that includes applicant tracking, onboarding, payroll, benefits administration, PTO management, scheduling, time and attendance, ACA reporting, COBRA administration, and performance management tools. Beyond its core self-funded consulting offering, Knudson has built two HR support modules (HR Support Center and HR On Demand) and a partner-offered $25/month Urgent Care Membership plan. The company maintains relationships with over 30 insurance carriers including Aetna, Cigna, UnitedHealthcare, Humana, Regence, Delta Dental, VSP, MetLife, Lincoln Financial, and Principal Financial, allowing it to represent carriers equally without pushing a specific agenda.
Knudson generates revenue through professional services fees for consulting and plan design, subscription-based recurring revenue from HR support modules, and membership fees from the urgent care partner offering. The go-to-market is consultative, following a documented six-step sales process (Meet, Gather, Bid, Present, Implement, Support) targeted at Utah SMBs. Geographic reach is exclusively Utah, with SEO-optimized landing pages spanning 30+ Utah cities. The company is founder-owned with no external institutional investment, and its public positioning emphasizes education-driven content marketing via YouTube, blog, and a free "Own Your Health Plan" eBook.
knudson firmographics
Firmographics- Name
- knudson
- Legal name
- KnudsonLLC
- Website
- https://knudsonbenefits.com
- Company type
- Private
- Operating status
- Operating
- Short description
- Knudson Benefits Group is a Utah-based benefits consulting firm that helps small and medium-sized businesses (40+ employees) own self-funded health plans. It provides consulting, HR support tools, and partners with 30+ insurance carriers.
- Ownership category
- akta.pro rank
knudson industry classification
Industry- Product category
- Employee Benefits Consulting and Brokerage
- NAICS
- Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292), Health and Welfare Funds (52512)
- SIC
- Insurance Agents, Brokers & Service (6411), Services-Management Consulting Services (8742)
- akta.pro primary industry
- Benefits Administration & Enrollment Support (BPAAAIAB)
- akta.pro secondary industry
- Flexible Benefits Administration (FSA/HSA/HRA) (HLAEALAK)
Keywords
Where knudson is headquartered
LocationHeadquarters
- HQ city
- Murray
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
knudson business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Benefits Consulting and Administration Services: Professional consulting services for self-funded health plan design, implementation, and ongoing management. The company helps businesses transition from traditional 'rented' insurance plans to owned self-funded plans, providing transparency, cost savings, and customization. Revenue comes from fees for consulting, plan design, implementation support, and ongoing management services.
- HR Support Services: Two levels of HR service: HR Support Center (access to HR tools, information, training via a website) and HR On Demand (access to seasoned HR advisors for specific questions and advice).
- $25 Urgent Care Membership Plan: A membership-based plan offering employees access to urgent care clinics for $25/month plus $10 copay per visit. Partner offering that generates revenue through membership fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | $25 Monthly Urgent Care Membership |
| Other | Multi-year contract | Core Benefits Consulting Services |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
knudson product offering
Product offeringCore offering
Knudson Benefits Group designs, implements, and manages employee health benefit plans for small and mid-sized businesses, with a core focus on transitioning employers from traditional fully insured ('rented') plans to self-funded ('owned') health plans. The firm also provides traditional brokerage for medical, dental, vision, life, and disability insurance through multiple carrier partnerships, plus two tiers of HR support (HR Support Center and HR On Demand) and a partner-branded $25/month urgent care membership offering. Ongoing administration is supported by a proprietary digital/paperless HRIS platform.
Product overview
Knudson Benefits Group operates as a health insurance benefits consulting and brokerage firm offering a portfolio of products centered on self-funded health plan solutions (enabling businesses to own their health plans rather than rent from traditional insurers) alongside traditional fully insured insurance products. The core differentiator is the Self-Funded Health Plan Solutions offering, which is complemented by two HR support modules (HR Support Center and HR On Demand), a $25 Urgent Care Membership Plan partner offering, and traditional Medical/Dental/Vision and Life/Disability insurance products facilitated through carrier partnerships.
Differentiator
Problem solved
Functional benefit
Products and services
- Self-Funded Health Plan Solutions Consulting and administrative service enabling businesses to own and self-fund their health insurance plans, providing transparency, cost savings, and customization previously available only to large corporations. Includes plan design, implementation, and ongoing management for companies with 40+ employees.
- Medical, Dental & Vision Insurance Brokerage Traditional fully insured medical, dental, and vision insurance brokerage offered through partnerships with multiple carriers such as Humana, Aetna, Cigna, UnitedHealthcare, Delta Dental, and others.
- Life & Disability Insurance Brokerage Basic life insurance with optional supplemental coverage and disability insurance designed to replace 60-70% of employee income, offered through carriers including Unum, Lincoln, MetLife, Principal, and Hartford.
- HR Support Center Online platform providing HR tools, information, training resources, and guidance including state/federal employment law summaries, HR articles, job description library, on-demand training videos, Q&A streams, newsletter, handbook tools, forms, and checklists.
- HR On Demand Access to a team of seasoned HR advisors who provide prompt answers to specific HR questions with clear, actionable advice for employers facing workplace issues.
- $25 Urgent Care Membership Plan Partner-offered plan providing employees access to urgent care clinics for $25/month plus a $10 copay per visit, covering primary care, procedures, acute illness treatment, occupational medicine, and physicals.
Quantifiable outcome
- Discounts on medical procedures can range up to 50% through pay-upfront arrangements
- +2 more outcomes
Companies that use knudson
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles2 records
knudson technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
knudson partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Urgent Care Membership PartnercorePartner offering $25/month urgent care membership plan providing employees access to multiple urgent care clinics with $10 copay per visit. Services include primary care, procedures, acute illness treatment, occupational medicine, and physicals.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
knudson competitors and assessment
Company assessmentDirect peers
- Acrisure: A fast-growing insurance brokerage platform (including employee benefits) built largely via regional acquisitions — directly comparable to Knudson as a benefits broker pursuing SMB and mid-market segments.
- BenefitMall: Provider of employee benefits brokerage and administration technology for SMBs and brokers — comparable to Knudson in its focus on technology-enabled benefits administration for small employers.
- Newfront: Modern insurance brokerage combining consulting with proprietary technology for benefits and risk — closely comparable to Knudson in using a technology-forward, consultative approach to mid-market benefits.
- OneDigital: A leading U.S. employee benefits and HR advisory firm serving mid-market employers with brokerage, consulting, and benefits administration — directly comparable to Knudson's self-funded-focused, consultative model for SMBs.
- NFP (Aon): Mid-market benefits, retirement, and HR advisory platform with strong self-funded and level-funded capabilities — competes with Knudson for similar mid-market employers seeking carrier-independent solutions.
Broad incumbents
- Hub International: North American insurance brokerage with strong benefits practice — broader incumbent with regional offices competing for the same SMB and mid-market benefits accounts as Knudson.
- Brown & Brown: Large national insurance brokerage with significant employee benefits practice — operates at much larger scale than Knudson but competes in the same benefits consulting and brokerage space for mid-market accounts.
- USI Insurance Services: National broker offering employee benefits, property/casualty, and retirement consulting — a broader incumbent whose benefits practice overlaps with Knudson's mid-market self-funded positioning.
Others
- Aetna (CVS Health): Major carrier partner of Knudson; while not a direct competitor, Aetna's owned-brokerage initiatives and direct-to-employer offerings represent an adjacent ecosystem that competes for the same RFPs.
Regional players
- Lark Benefits: Regional benefits brokerage and consulting firm serving SMB and mid-market employers — comparable in service model and target customer to Knudson but operating in a different U.S. geography.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
knudson social profiles
Digital presenceknudson financial estimates
Financial estimateRevenue estimate
Valuation estimate
knudson leadership team
Management profileNumber of profiles
Profiles3 records
knudson funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
knudson 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 knudson
What does knudson do?
Knudson Benefits Group designs, implements, and manages employee health benefit plans for small and mid-sized businesses, with a core focus on transitioning employers from traditional fully insured ('rented') plans to self-funded ('owned') health plans. The firm also provides traditional brokerage for medical, dental, vision, life, and disability insurance through multiple carrier partnerships, plus two tiers of HR support (HR Support Center and HR On Demand) and a partner-branded $25/month urgent care membership offering. Ongoing administration is supported by a proprietary digital/paperless HRIS platform.
Is knudson a public or private company?
knudson is a private company. It is classified as family owned and is currently operating.
When was knudson founded?
knudson was founded in -1.
Where is knudson based?
knudson is headquartered in Murray, United States, in the North America region.
How does knudson make money?
Three revenue lines are on record. Benefits Consulting and Administration Services are the primary driver. The others are HR Support Services and $25 Urgent Care Membership Plan.
Who are knudson's main competitors?
Direct peers on record are Acrisure, BenefitMall, Newfront, OneDigital and NFP (Aon). Broad incumbents are Hub International, Brown & Brown and USI Insurance Services. Aetna (CVS Health) is listed as an others. Lark Benefits is listed as a regional player.
Does knudson have an API?
No public API is recorded for knudson.
What industry is knudson in?
knudson's product category is Employee Benefits Consulting and Brokerage. Its primary akta.pro industry code is BPAAAIAB, Benefits Administration & Enrollment Support, with a secondary code of HLAEALAK, Flexible Benefits Administration (FSA/HSA/HRA). Its NAICS code is 524292 and its SIC code is 6411.