Integrity Marketing Group

Co-Founder and Chairman Bryan W. Adams leads M&A and strategic investment decisions, alongside a management team that includes CEO Michael W. Coufal and a board with representatives from backers Silver Lake and HGGC. Adams has been the primary architect of the firm's acquisition strategy since founding the company in 2006.

Integrity functions as a hybrid: it is an insurance distribution platform that uses a private-equity-style acquisition model to buy independent marketing organizations and brokerages. The firm typically acquires 50 to 80 percent equity stakes, centralizes technology and back-office operations, and leaves founders in place to run day-to-day operations. Integrity does not sell third-party fund commitments and is not an asset manager in the traditional sense.

The platform spans the full senior and consumer insurance spectrum: Medicare Advantage, Medicare Supplement, Part D prescription drug plans, Affordable Care Act health plans, final expense and life insurance, long-term care, annuities, and group benefits. Its historical anchor is the Medicare-eligible senior market, which remains the core, but the product set has widened significantly with the firm's scale.

Integrity Capital is a separate LP-structured fund launched in January 2025. It pools capital from accredited investors, employees, and public shareholders to invest in late-stage pre-IPO private companies. The fund is distinct from Integrity's insurance distribution operations and represents a diversification from the firm's core health and life insurance platform.

Integrity has raised equity from institutional backers, including a $1.2 billion investment from Silver Lake in December 2021 and a prior investment from HGGC in 2019. The firm uses this equity base and additional debt financing to acquire independent insurance agencies. Acquired agency owners also roll a portion of their equity into Integrity holding-company shares, creating aligned incentives across the platform.

Yes, Integrity operates the Integrity Giving Fund, a philanthropic structure funded through equity contributions from partner agencies. When an agency joins the platform, a percentage of equity is allocated to the fund, which then supports charitable causes that partner agencies select.

No. Integrity is a privately held company backed by institutional investors including Silver Lake and HGGC. The firm has explored various capital events over time — including a reported confidential IPO filing in 2022 — but as of the latest public record it remains private.