What chris martin does

Benefit Awareness is a Wisconsin-based independent insurance marketing and consulting firm founded in 2016 that provides employee benefits enrollment, group insurance, corporate wellness, and income planning services to U.S. small businesses with 2 to 500 employees. Its core offerings include employee benefits enrollment services, level-funded and hybrid custom medical plans, supplemental insurance programs (dental, vision, hospital, critical illness, accident, tele-med), corporate wellness and lifestyle optimization programs, and income planning and asset protection services such as disability, life, and long-term care insurance. The company supports these offerings with customized benefits websites, automated benefits administration, the Holistic Balance Sheet personal planning tool, and quarterly wellness meetings for clients.

The firm operates as an independent agency compatible with multiple insurance carriers and enrollment platforms rather than being captive to a single carrier. It earns revenue primarily through transaction-fee commissions from insurance carriers when policies are sold and enrolled through its consulting services. Distribution is partner-centric: Benefit Awareness works with insurance brokers, financial advisors, local insurance agencies, and A-rated health insurance carriers to source small business clients, while delivering consultations via phone and virtual offices that enable nationwide service across 40 or more states. The company holds a California insurance license (CA Lic #4116908) and identifies a primary producing agent (NPN #7335986).

From a technology and operational standpoint, no proprietary technology platform is described in the source data; the company's digital footprint is a Squarespace-hosted marketing site with educational content, brochures, and referral integrations to third-party comparison platforms such as Insurify and EnrollOneHealth. GTM motion combines inside sales (phone-based consultations) with channel partnerships, and pricing is quote-based rather than publicly disclosed. The company has no disclosed funding, headcount, revenue, or investor base, and appears to be privately held and owner-managed.

Name

chris martin

Legal name

Benefit Awareness

Website

https://benefitawareness.com

Company type

Private

Founded year

2016

Operating status

Operating

Short description

Benefit Awareness is a Wisconsin-based independent insurance agency founded in 2016 that provides employee benefits enrollment, group insurance, wellness, and income planning services to U.S. small businesses with 2-500 employees, operating virtually across 40-plus states via broker and carrier partnerships.

Ownership category

akta.pro rank

Product category

Insurance Brokerage & Employee Benefits Consulting

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Benefits Administration & Total Rewards Outsourcing (BPACAKAE)

akta.pro secondary industries

Benefits Administration & Enrollment Support (BPAAAIAB), Eligibility, Enrollment & Benefits Administration (HLAEALAH)

Keywords

• Employee benefits enrollment
• Group health insurance
• Corporate wellness programs
• Insurance brokerage services
• Small business benefits consulting

Headquarters

HQ city

Wisconsin

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Insurance Commission Revenue: Benefit Awareness operates as an independent insurance agency/general agency, earning commissions from insurance carriers when policies are sold and enrolled through their consulting services. They partner with various A-rated insurance companies and receive compensation for bringing small business clients to these carriers.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Benefit Awareness is a Wisconsin-based independent insurance marketing and consulting firm that provides employee benefits enrollment, group health insurance programs, corporate wellness services, and income/asset protection planning for small businesses with 2-500 employees. Operating as an independent agency compatible with multiple A-rated insurance carriers, the company delivers nationwide enrollment, benefits education, and consulting services across over 40 states.

Product overview

Benefit Awareness is a modern insurance enrollment and employee benefits consulting firm offering a comprehensive suite of products and services for small businesses with 2-500 employees. The core offerings include Employee Benefits Enrollment Services, Group Insurance Programs (featuring Level Funded Medical Plans and Hybrid Custom Medical Plans), Corporate Wellness Programs, and Income Planning and Asset Protection Services. These are supplemented by Supplemental Insurance Programs covering dental, vision, hospital, accident, and critical illness coverage, as well as Lifestyle Optimization Programs and customized benefits administration tools including a benefits website and Holistic Balance Sheet planning tool. The company operates as an independent agency compatible with various insurance carriers and enrollment platforms.

Differentiator

Problem solved

Functional benefit

Products and services

• Employee Benefits Enrollment Services Comprehensive enrollment assistance and rollout of employee benefit programs for small businesses, including employee education on benefit packages, open enrollment support, and benefits administration. Designed for small business employers (2-500 employees) seeking to improve employee understanding and utilization of benefits.
• Corporate Wellness Programs Custom wellness services including health risk assessments, nutritional planning, activity counseling, meal delivery services, gym discounts, and educational seminars. Designed to lower healthcare costs and improve employee health outcomes for small businesses.
• Level Funded Medical Plans Level-funded health insurance plans for small businesses (2-500 employees) providing access to A-rated health insurance carriers previously only available to large corporations. Designed to control premium costs for small business employers.
• Supplemental Insurance Programs Additional insurance offerings including Dental and Vision Plans, Hospital Plans, Catastrophic Medical Plans, Cancer and Critical Illness Insurance, Medical Reimbursement Plans, Accident Insurance, Tele-Med Programs, Lab and Ancillary Programs, and Short Term Medical Plans for small businesses and individuals.
• Hybrid Custom Medical Plans Custom medical insurance programs combining lower-cost medical insurance with supplemental programs designed to drive down healthcare costs for individuals, families, and small businesses.
• Income Planning and Asset Protection Services Risk planning and income planning services including Disability Insurance Planning, Executive Bonus and Life Insurance Benefits Planning, Key Man Insurance Programs, Guarantee Issue Life Insurance Plans, Business Buy-Sell Life Insurance Planning, Long Term Care Insurance and Planning, Annuities and Income Planning, and Living Benefits.
• Lifestyle Optimization Programs Wellness programs providing employees with engaging lifestyle tools and resources including personal coaching, genetic coaching, custom lifestyle plans, and ongoing health support to maintain optimal health and lower healthcare costs for small business employers and their employees.

Quantifiable outcome

• Companies with robust wellness programs generate 20% more revenue per employee, realize a 16.1% higher market value, and deliver 57% higher shareholder return (per cited study)

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Various Local Insurance AgenciescoreChannel Partner/ Reseller/ DistributorBenefit Awareness works with various local insurance agencies to provide clients with premium financial education, insurance management tools, and healthcare cost containment strategies. These agencies help distribute insurance products to small businesses.
• Insurance Brokers and Financial AdvisorscoreChannel Partner/ Reseller/ DistributorBenefit Awareness partners with insurance brokers and financial advisors to exceed industry standards by providing education, tools, and resources to small companies. These partners help enroll employees into customized benefit programs.
• Various A-rated Health Insurance CarrierscoreStrategic or Co-development PartnerBenefit Awareness has partnered with various A-rated health insurance carriers to bring cutting-edge insurance products previously only available to large corporations to the small business market. This enables access to level-funded medical plans and other cost-effective options.
• Health Counselors and Medical ProfessionalsminorStrategic or Co-development PartnerBenefit Awareness partners with health counselors and medical professionals to incorporate health and well-being into client employee benefit programs. They work with benefit consultants and nurse practitioners to develop health risk assessments, nutritional planning, and wellness programs.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• OneDigital: OneDigital is a tech-enabled employee benefits, insurance, and HR consulting firm focused heavily on the mid-market and small-business segment. It directly mirrors Benefit Awareness's model of bundling benefits brokerage with wellness, HR consulting, and enrollment services for SMB employers.
• SimplyInsured: SimplyInsured is an online broker that helps small businesses compare, quote, and enroll in group health insurance and benefits. It competes for the same 2-500 employee small-business customer with a more digital-first distribution model.

Broad incumbents

• USI Insurance Services: USI is a large national insurance brokerage and benefits consulting firm serving middle-market and small-group clients. It overlaps with Benefit Awareness in the small-business benefits segment but operates at much greater scale and with proprietary consulting tools.
• Brown & Brown: Brown & Brown is a diversified insurance brokerage and risk management firm with substantial small-business benefits and commercial lines practices. Comparable as a multi-carrier independent agency that earns commissions placing group benefits.
• Hub International: Hub International is a large North American insurance brokerage offering employee benefits, commercial, and personal insurance. It targets similar SMB and middle-market employer clients with a multi-carrier brokerage model.
• Arthur J. Gallagher & Co. Gallagher is one of the largest global insurance brokerage and risk management firms with a significant employee benefits consulting practice. It competes for similar SMB and mid-market benefits engagements, albeit at much greater scale and breadth.
• Lockton Companies: Lockton is the world's largest independent insurance brokerage with a sizable employee benefits practice. It overlaps with Benefit Awareness in the small-to-mid-market benefits space but serves a broader range of clients and risk sizes.

Emerging players

• Insurify: Insurify is a digital insurance comparison and shopping platform. Benefit Awareness already lists Insurify as a partner for auto and homeowners insurance, indicating an established referral relationship between the two for personal lines.
• Gusto: Gusto is an HR, payroll, and benefits platform built for small businesses, offering health insurance, 401(k), and benefits administration as part of an integrated SaaS stack. It targets the same 2-500 employee segment with a more software-centric model.
• Justworks: Justworks is a PEO/HRO platform that bundles payroll, benefits administration (including health, dental, vision), and HR tools for small and mid-sized businesses. It competes with Benefit Awareness by bundling benefits into a broader HR solution for the same customer profile.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/lifestlye-health-group

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 →

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