About PIMA

PIMA (the Professional Insurance Marketing Association) is a member-driven trade association focused exclusively on the sponsored benefits market.

Whether they are involved in the business of creating, distributing, marketing or administering products for individuals or businesses, our members collaborate to help people achieve financial security and peace of mind. More than 100 companies – including the largest brokerage firms and largest insurance carriers in the world – belong to PIMA. Individuals include top executives from our Member organizations with expertise across all lines of insurance and financial services.


years in business


semi-annual conferences




countries where members do business


Accelerate with PIMA

Our Vision

To close the gap on financial security for consumers and businesses, prepare the next generation of leaders, and generate sustainable growth for members and the industry.

Our Mission

To be the source for executive leaders in sponsored benefits distribution to:

  • Create business growth
  • Connect with thought leaders
  • Cultivate relationships

Main Reasons to Join PIMA


PIMA’s Advisory Forums and Semi-Annual Conferences provide an unparalleled peer networking & problem-solving group.

Staying in Trend

Among our membership, find dozens of Agency CEOs and senior management of leading financial services and insurance companies along with expert marketing partners—all in one place. Solidify relationships and find new ones— while staying abreast of market developments and our niche of the industry.

Regulatory Resource

Information, context, alerts, and occasional advocacy, on Regulatory and Legislative matters affecting our industry niche.

Whom is PIMA for?


A Distributor membership shall be available to any licensed insurance agency, broker or third party administrator; or other non-licensed entity that generates revenue by taking a portion of the value of each sales transaction.

Join as Distributor Member

More Information for Distributors

Product Providers

A Product Provider membership shall be available to any licensed insurance company, or other non-licensed entity, that generates revenue by creating products.

Join as Product Provider Member

More Information for Product Providers

Business Partners

A Business Partner membership shall be available to any entity that supplies services to Distributors and Product Providers.

Join as Business Partner Member

More Information for Business Partners

What Members Say About PIMA


“Compared to larger conferences, PIMA has a different feel, because it is so focused on the industry niche.”

By Andrew Kucheriavy,
CEO, Intechnic

I spend a lot of time speaking at and attending conferences. Without a doubt, PIMA has the highest concentration of decision makers—and opportunities to get deals done—than any other.”

By Sam Fleet,
CEO, AmWins Group

PIMA convenes the leaders in the group sponsored benefits market



PIMA History


Postal Life Insurance Co of New York thrives on marketing to a targeted group of blue-collar workers and the concept of “Affinity Marketing” is born


The concept of combining multiple employers to form an “Affinity Group” originates


The National Association of Insurance Commissioners (NAIC) recognizes the viability of combining multiple employers


Marketing life insurance to groups extends beyond employers to credit card holders, credit unions to department store credit card holders


Professional Independent Mass-Marketing Administrators (PIMA) incorporates


Holds its first meeting in Kansas City, MO


President Gerald R. Ford joins PIMA at their Winter Conference


Develops a position paper on national health care reform


Extends its reach beyond life & health insurance to include property & casualty insurance and other payroll deducted offerings


Meets with White House staff to discuss health care reform


The membership elects its first female President


Changes its name to Professional Insurance Mass-Marketing Association (PIMA)


Provides full membership benefits to Companies & Business Partners becoming the first trade association to work with the entire ecosystem


Changes its name to Professional Insurance Marketing Association (PIMA)


Holds the first Technology & Tradeshow Conference in the market


PIMA Headquarters relocates to Fort Worth, Texas


The membership elects its first President from the Company Membership category


The membership its first President from the Business Partner Membership elects category


Hires a new Chief Staff Executive


PIMA Headquarters relocates to Chicago, Illinois


Launches Agency CEO Advisory Forums


PIMA Membership exceeds $15 billion in affinity premium and 25+ million certificates in force


Celebrates 40th Anniversary by unveiling the Affinity 2020 Report


Creates “What Insurance Departments should know about Association Group Insurance Programs” for regulators


Hires a new Chief Staff Executive


Modifies the membership structure to provide full member benefits to all organizations in the group benefits market including non-insurance offerings


Migrates name to PIMA to reflect membership is broader than insurance and marketing

Upcoming Events

Press Releases

PIMA Announces 2019 Board of Directors


CHICAGO (February 21, 2019) – The PIMA membership elected its 2019 Board of Directors at its January Industry Insights Conference. The 2019 Board of Directors are: Executive Committee: President - David Armstrong (Sass Advisors) President-Elect - Liz Sheehan (Franklin Madison) Treasurer - Kevin ...

PIMA Announces 2019 Industry Insights Conference

Industry Trends

Accelerating Growth – PIMA’s 2019 Industry Insights Conference Growing During a Time of Transformation CHICAGO (October 31, 2018) – The Professional Insurance Marketing Association (PIMA) is excited to announce that registration is now open for its Industry Insights Conference. Join PIMA in Hollywood, ...

PIMA Announces 2019 Insights Awards Winners


Chicago, IL (June 19, 2019) – The Professional Insurance Marketing Association (PIMA) announced the winners of its annual PIMA Insights Awards competition at the PIMA Consumer Insights Conference &Trade Show....

PIMA Announces 2018 Consumer Insights Conference

Industry Trends

Embrace the Transformation – PIMA’s 2018 Consumer Insights Conference & Trade Show Chicago, IL (April 5, 2018) – The Professional Insurance Marketing Association (PIMA) is excited to announce that registration is now open for this year’s conference and trade show. Join us at the Omni Interlocken ...

PIMA convenes the leaders in the group sponsored benefits market