kelly way

What kelly way does

Kelly & Associates Insurance Group, Inc., operating under the "Kelly Benefits" brand and doing business as "KTBSonline," is a privately held Maryland-incorporated corporation headquartered at 1 Kelly Way in Sparks, Maryland. The company provides employee benefits administration, payroll solutions, and online benefits management technology to employer groups, their HR departments, and the covered employees of those organizations. Its primary customer segment is B2B employer groups and HR departments requiring enrollment and benefits management infrastructure, with secondary users including COBRA continuation coverage participants and individual employees enrolling through the portal.

The company's core product is KTBSonline, a web-based benefits administration portal that enables employees to enroll in and manage workplace benefits including health insurance and retirement plans. The platform integrates Microsoft Azure Active Directory (Entra ID) with OAuth 2.0 for single sign-on authentication, leveraging OpenID Connect and supporting standard multi-factor authentication through Microsoft's identity platform. KTBSonline is designed to serve diverse workforces, offering language assistance in over 20 languages, and the company maintains a published federal civil rights compliance statement covering non-discrimination and accessibility requirements. The platform is built on a secure database for storing personal and benefits information, with cookie-based session management for end users, and supports group administrators in managing employer-level coverage alongside individual employee self-service.

Kelly Benefits operates a B2B subscription-based revenue model, charging employer groups for recurring benefits administration services through direct, quote-based enterprise contracts rather than publicly disclosed pricing. Sales occur through direct enterprise field-sales relationships with HR departments and group administrators, with employees of client companies accessing the platform via a self-service web portal. The company does not disclose pricing, financial metrics, funding history, ownership structure, or headcount in any public source, and there is no indication of venture capital, private equity, or strategic parent ownership in the available materials. The business operates as an independent, privately held entity with active operations confirmed through a copyright notice extending to 2026.

Name

kelly way

Legal name

Kelly & Associates Insurance Group, Inc.

Website

https://ktbsonline.com

Company type

Private

Operating status

Operating

Short description

Kelly & Associates Insurance Group (Kelly Benefits) provides employee benefits administration, payroll solutions, and online benefits management technology through its KTBSonline web platform, serving employer groups, HR departments, and their employees.

Ownership category

akta.pro rank

Product category

Employee Benefits Administration

NAICS

Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292), Agencies, Brokerages, and Other Insurance Related Activities (5242), Other Insurance Funds (52519)

SIC

Insurance Agents, Brokers & Service (6411), Hospital & Medical Service Plans (6324), Accident & Health Insurance (6321)

akta.pro primary industry

Benefits Administration & Enrollment Support (BPAAAIAB)

akta.pro secondary industries

Flexible Benefits Administration (FSA/HSA/HRA) (HLAEALAK), Self-Funded (ASO) Group Health Plans & Stop-Loss (FSAIAFAB)

Keywords

• Employee benefits administration
• Benefits enrollment platform
• COBRA administration services
• Online benefits management
• Group insurance services

Headquarters

HQ city

Sparks Glencoe

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Employee Benefits Administration Services: B2B services providing employee benefits administration to employer groups, including health insurance enrollment management, COBRA administration, and benefits portal access for employees.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Kelly & Associates Insurance Group, Inc. (operating as Kelly Benefits / KTBSonline) provides B2B employee benefits administration services to employer groups through its web-based KTBSonline platform. The offering includes health benefits enrollment management, COBRA continuation coverage administration, account management for covered employees, and multi-language support for diverse workforces. Group administrators manage coverage on behalf of client employers while individual employees enroll through the secure web portal.

Product overview

Kelly & Associates Insurance Group operates KTBSonline as its core online benefits administration platform. The platform provides a unified web-based portal for employees to access, manage, and administer their workplace benefits including health insurance and retirement plans. KTBSonline serves as the primary digital interface between the company's clients' employees and their benefit programs, offering secure authentication, account management, and benefits enrollment capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• KTBSonline Benefits Administration Platform Web-based employee benefits administration portal that enables employees of client employers to access, enroll in, and manage health insurance, retirement plans, and other workplace benefits. Includes secure authentication via Microsoft Azure AD/OAuth 2.0, account registration, and centralized benefits management for employer groups.
• COBRA Administration Services Continuation coverage administration for former employees and dependents who need to maintain health insurance coverage after employment ends, managed through the KTBSonline platform.

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Partnerships

One partnership is on record.

• Microsoft AzurecoreTechnology or IntegrationMicrosoft Azure AD (Active Directory) OAuth 2.0 integration for single sign-on authentication to the KTBSonline benefits administration portal. Enables secure identity verification for employee login.

Scale indicators1 record

Recent moves3 records

Expansion highlights2 records

Direct peers

• Benefitfocus: Benefitfocus is a benefits administration SaaS platform serving employer groups with online enrollment, COBRA, and carrier connectivity. Highly comparable to Kelly Benefits' KTBSonline in core functionality and target buyer.
• PlanSource: PlanSource provides a cloud benefits administration and enrollment platform used by employers and brokers. It directly competes with KTBSonline in B2B benefits enrollment and benefits account management.
• Employee Navigator: Employee Navigator offers a benefits administration and HR software platform for SMB and mid-market employers and brokers. It is a direct peer in employer-facing online enrollment and benefits management.
• WEX Health: WEX Health provides benefits administration technology including COBRA, FSA/HSA, and consumer-directed benefits. Overlaps directly with Kelly Benefits' enrollment, COBRA, and benefits account workflows.
• OneSource Virtual: OneSource Virtual delivers benefits administration (Workday-based) and HR services, with emphasis on COBRA and employer benefits technology. Comparable as a TPA-focused benefits administration peer.
• bswift: bswift is a benefits administration technology provider offering employer online enrollment, COBRA, and decision-support tools. Closely comparable to KTBSonline in target customer and product scope.
• BenefitSolver (by Businessolver): Businessolver's BenefitSolver platform is a benefits administration and online enrollment portal used by employers, competing with KTBSonline on enrollment workflows and benefits account management.

Broad incumbents

• ADP: ADP is the dominant payroll and benefits administration provider for U.S. employers, offering enrollment, COBRA, and broader HR services. It competes with Kelly Benefits across employer segments, with a much wider product suite.
• Paychex: Paychex provides payroll, HR, and benefits administration (Paychex Flex) to SMB and mid-market employers. It is a direct competitor in employer benefits enrollment and COBRA administration.
• Workday: Workday offers HCM and benefits administration for mid-market and enterprise employers through Workday Benefits. It competes for the same HR buyer persona as Kelly Benefits but at the upper end of the market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 kelly way