Integrity Marketing Group

Integrity Marketing Group

Bryan W. Adams launched Integrity Marketing Group in Dallas in 2006, initially targeting the senior insurance market with a focus on Medicare Advantage and Supplement products. Over the next two decades, Integrity scaled through a roll-up of independent marketing organizations and brokerages, expanding well beyond Medicare into life insurance, annuities, and group benefits. The firm's growth was amplified by a 2019 investment from HGGC, which valued Integrity at $5.7 billion at the time, and a subsequent $1.2 billion equity injection from Silver Lake in December 2021 that valued the firm at approximately $12 billion (per Bloomberg, December 2021). Integrity's strategy separates the capital-intensive infrastructure of insurance distribution from the entrepreneurial management of individual agencies. Acquired agencies retain their brands and management teams while gaining access to Integrity's centralized platform — including a proprietary CRM, lead marketplace, product-exchange platform, and Medicare quoting tools. The firm covers the full consumer life cycle: Medicare Advantage, Medicare Supplement, Affordable Care Act plans, final expense, long-term care, and annuity products. Geographically, Integrity's footprint spans all fifty states through its network of partner agencies. Known platform partners include Ritter Insurance Marketing and AGA, two large-volume Medicare distributors brought into the Integrity ecosystem. The firm has completed over 500 acquisitions since inception, though precise agent count and annual premium volume are not publicly standardized (per public record). In January 2025, Integrity announced the final close of its first proprietary fund, Integrity Capital, a broad LP structure designed to allow accredited investors, employees, and public shareholders access to a pool of pre-IPO late-stage private companies — a product distinct from Integrity's insurance distribution core (per the firm, January 2025). Integrity also maintains a separate philanthropic foundation, the Integrity Giving Fund, funded by equity contributions from partner agencies. Integrity's architecture is a structural differentiator in insurance distribution. Unlike a traditional private-equity-backed roll-up that typically pushes for full control and rapid cost synergies, Integrity buys strategic stakes — often 50 to 80 percent — and leaves founders with meaningful operational autonomy and retained equity. The firm also offers a partner ownership program that allows employees and agents at acquired agencies to exchange shares into Integrity equity, creating an alignment mechanism that blurs the line between a private-equity portfolio company and a quasi-public insurance conglomerate. This model creates an unusual stickiness in a sector known for high agent churn.