Integrity has expanded its insurance distribution network with the acquisition of Retirement Health Solutions, strengthening its presence in Medicare, life insurance and retirement planning while extending the reach of its AI-driven technology platform.
The acquisition brings the Utah-based independent marketing organisation (IMO) into Integrity’s rapidly growing partner ecosystem, providing Retirement Health Solutions with access to shared business services, enterprise partnerships and Integrity’s AI-first platform, IntegrityCONNECT®. Financial terms of the transaction were not disclosed.
The move reflects an accelerating trend across the insurance and financial services sectors, where consolidation is increasingly driven not only by market expansion but also by access to advanced technology, operational efficiencies and integrated client service capabilities.
Strengthening an Established Medicare Distribution Business
Founded in 2009, Retirement Health Solutions has built its business around helping individuals and families navigate health insurance options, with a particular emphasis on Medicare-related coverage.
The company has grown through strategic partnerships with credit unions, healthcare clinics and financial organisations, creating referral networks that support both customer acquisition and long-term client relationships.
Led by co-founders David Burns, Chris Phelps and Chief Operating Officer Mark Jensen, the agency has also focused heavily on agent development, combining hands-on training with ongoing mentorship to build a scalable, high-performance sales organisation.
Joining Integrity allows the firm to expand beyond its traditional health insurance focus into broader life insurance and retirement planning services while leveraging enterprise-level operational support.
AI Takes Centre Stage in Agent Productivity
A major driver behind the acquisition is technology.
Retirement Health Solutions already uses IntegrityCONNECT, Integrity’s integrated platform designed to streamline insurance workflows from quoting and applications through enrolment, compliance and ongoing policy management.
The platform consolidates life, health and wealth business activities into a single operating environment, reducing administrative complexity for agents while improving visibility across client relationships.
One of its distinguishing features is Ask Integrity®, an AI-powered, voice-enabled digital assistant that delivers real-time recommendations, data analysis and workflow guidance during client interactions.
Rather than positioning artificial intelligence as a replacement for advisers, Integrity is using AI to automate repetitive administrative tasks, surface client insights and support decision-making—allowing agents to spend more time building relationships and delivering personalised advice.
This aligns with broader trends across insurtech and financial services, where AI is increasingly being deployed to enhance advisor productivity, improve compliance and accelerate customer service rather than simply reducing operational costs.
Beyond Technology: Shared Services Fuel Growth
The acquisition also gives Retirement Health Solutions access to Integrity’s shared-services model.
These centralised capabilities include legal, HR, compliance, marketing and operational support, allowing partner agencies to reduce administrative burdens while focusing on business development and client engagement.
For many independent insurance agencies, maintaining regulatory compliance and operational infrastructure has become increasingly complex as healthcare regulations evolve and digital transformation accelerates.
By centralising these functions, Integrity aims to help partner firms scale more efficiently without sacrificing independence or customer focus.
The model has become an increasingly common strategy among insurance distributors seeking to combine the flexibility of independent agencies with the operational advantages typically associated with larger enterprises.
Building a Broader Financial Services Platform
The acquisition also supports Integrity’s long-term strategy of expanding beyond health insurance into holistic financial planning.
While Retirement Health Solutions has traditionally specialised in health coverage, its leadership plans to leverage Integrity’s platform and partner network to accelerate growth across life insurance and retirement planning.
That shift reflects changing consumer expectations.
Clients increasingly seek integrated financial guidance that combines healthcare planning, retirement income strategies, wealth preservation and insurance protection under one advisory relationship rather than working with multiple providers.
Integrity has positioned itself around this convergence, building an ecosystem that connects life, health and wealth services through shared technology and collaborative partnerships.
Consolidation Continues Across Insurance Distribution
Integrity has completed dozens of acquisitions in recent years as it expands one of the largest insurance distribution networks in the United States.
Unlike traditional acquisition strategies focused primarily on market share, the company has emphasised technology adoption, agent enablement and operational collaboration as key value drivers.
Its growing partner network enables agencies to share best practices, leverage enterprise partnerships and access digital capabilities that would often be difficult to develop independently.
For Retirement Health Solutions, becoming part of that ecosystem provides opportunities to broaden service offerings while maintaining the collaborative culture that has fuelled its growth over the past 16 years.
Why the Deal Matters
The acquisition highlights how insurance distribution is evolving into a technology-enabled advisory business.
Success is increasingly determined not only by recruiting agents or expanding product portfolios, but also by providing digital platforms, AI-powered productivity tools and integrated operational support that help advisers serve clients more efficiently.
As regulatory requirements grow more complex and consumers expect more personalised financial guidance, agencies are looking for technology partners capable of simplifying workflows without diminishing the human element of financial advice.
By combining Retirement Health Solutions’ expertise in Medicare and health insurance with Integrity’s AI-powered platform, shared-services infrastructure and broader life and retirement planning capabilities, the companies are positioning themselves to capitalise on that transformation.
The deal also reinforces a wider industry shift toward integrated financial ecosystems where insurance, retirement planning and wealth management are delivered through connected technologies and collaborative advisory networks—an approach that is rapidly becoming a competitive differentiator across the financial services landscape.
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