Insights Blog

PIMA Insights

Discover our latest thinking on the affinity market

Explore insights related to affinity leadership, legislative and regulatory updates, sales and marketing trends, and technological innovations.

  • By Josh Hammerquist, FSA, MAAA, Vice President & Principal, Lewis & Ellis and Muhammed Gulen, Esq., Vice ...

  • By Bethany Ramos, Marketing Copywriter, FM Engage Marketing teams are notoriously busy—and often ...

  • Blog Entry

    By Alex Morales, CAE In today’s work environment, the definition of ‘diversity’ has grown beyond a ...

  • By Chuck Johnston, Insurance Technology Strategist, Johnston Digital Ventures, LLC Recently, I ...

  • Key Takeaways: Insurance needs are shaped by lifestyle factors like career, family ...

  • Fifty years ago, PIMA was founded on the strength of relationships and a shared belief in the power of ...

  • State regulators are reinforcing their authority over insurance oversight, introducing new rules that ...

  • Kevin Garvin has spent more than 30 years in the affinity industry, building a career that has spanned ...

  • When Chris Burke stepped into his role as PIMA President in 2021, the world was still in flux. Eighteen ...

  • When Liz Sheehan became PIMA's fifth female president in January 2020, she stepped onto the stage with ...

  • Learn wh y insurance leaders must master emotionally charged conversations. ...

  • Few people understand the importance of trust in the affinity industry better than Dan O'Brien. Having ...

  • When Bill Suneson stepped into the role of PIMA President in 2017, the industry was being rewritten in ...

  • The affinity insurance market has always been about more than just policies— it ’ s about ...

  • Alan Zink’s path into the affinity insurance market wasn’t typical, but it was undeniably ...

  • Lessons From a Young Leader in a New Era Jim Lars o n ’ s jou rney wit h PI ...

  • As PIMA gears up for its 50th anniversary, we had the privilege of speaking with Carl Adamek, a long-time ...

  • As PIMA marks its 50th anniversary, we had the opportunity to sit down with George Bode, a long-time ...

  • As PIMA marks 50 years, we celebrate the leaders who shaped its evolution—leaders like Susan Hussar, ...

  • Blog Entry

    As PIMA approaches its 50th anniversary, we had the opportunity to sit down with former PIMA president ...

  • Blog Entry

    By Muhammed Gulen, Esq., and Jamie Fender, ASA, MAAA, Lewis & Ellis, LLC. Overview of Recent ...

  • By Paul Prendergast, CEO, Kayna Introduction Kayna enables embedded insurance ...

  • By Monica Spencer, Senior Business Development Manager, VSP® Individual Vision Plans Amidst ongoing ...

  • Blog Entry

    By Jack Walsh, Managing Director, The Jacobson Group The insurance labor market has been in a ...

  • PIMA's 50th anniversary is an opportune moment to reflect on the contributions of key figures who have ...

  • As PIMA approaches its 50th anniversary, we had the privilege of speaking with Patricia (Pat) Eisenhauer, ...

  • Blog Entry

    As PIMA approaches its 50th anniversary, we interviewed Frank Cella, a former president of PIMA, to gain ...

  • Building momentum. Navigating a saturated marketplace. Capturing consumer attention. These are the critical ...

  • Spurred on by rapid technological advancements, the insurance industry is facing a pivotal moment where ...

  • Affinity distribution is reshaping the insurance industry, driven by evolving customer needs, technological ...

  • From its inception, PIMA has emphasized the importance of fostering genuine, lasting connections within ...

  • A forward-looking mentality and consistent flexibility have been what set PIMA apart from the beginning. ...

  • PIMA wasn't born out of a desire to follow the status quo. Instead, it emerged from a collective spirit ...

  • In the early days of PIMA, camaraderie and competitive friendliness were the driving forces behind the ...

  • The following is a recap of PIMA's 2024 Spring Legislative & Regulatory Digital Forum. It is important ...

  • Blog Entry

    By Matthew Mitchell, PhD, Managing Partner, Bâton Global; and Eric Madcharo, MBA, Consultant, Bâton Global ...

  • Blog Entry

    By Holly Bohn Pittman, Chief Marketing Officer, Fortegra Chat GPT, blogs, SEO, TikTok, LinkedIn, Instagram, ...

  • AI for Insurance Marketing

    05-07-2024 17:27
    Blog Entry

    By Robert Eaton, FSA, MAA, Principal and Consulting Actuary, Milliman Artificial intelligence (AI) ...

  • By Sean Cox, President, First Consulting & Administration; and Kathy O’Farrell, Regulatory Affairs Manager, ...

  • The following is an executive summary of PIMA's 60+ page member research report: Affinity 2030: Sizing ...

  • Renowned performance coach Alan Stein Jr. celebrated for his collaborations with prestigious companies, ...

  • Blog Entry

    At the 2024 PIMA Winter Insights Conference, Matthew Mitchell, Ph.D. , — pioneering consultant at Bâton ...

  • The insurance industry, traditionally seen as a hallmark of stability, now stands at the crossroads of ...

  • Revolution is in the air. Amidst a backdrop of unprecedented challenges, with some insurers facing their ...

  • The following is a recap of PIMA's 2023 Fall Legislative & Regulatory Digital Forum. Authored by Sean ...

  • Change isn’t a new phenomenon for the insurance industry. The introduction of technology alone has led ...

  • Each year, PIMA recognizes companies that have demonstrated outstanding achievements in marketing strategies ...

  • Each year, PIMA recognizes companies that have demonstrated outstanding achievements in marketing strategies ...

  • Each year, PIMA recognizes companies that have demonstrated outstanding achievements in marketing strategies ...

  • How Affinity Insurance Executives Can Become Resilient Leaders Anton Gunn — a former senior ...

PIMA Memberships

Explore how PIMA can help you accelerate growth

Leverage the collective expertise of 550+ experts and deal makers who bring unmatched industry knowledge to the table.

Explore Memberships

Become a Member

Accelerate your business growth with affinity distribution

Access exclusive networking and educational opportunities when you join.

Apply Now

Frequently asked questions.

Affinity refers to the B-B-C model that allows product providers to partner with intermediary organizations to reach their customers.

The Affinity Market refers to a business strategy where specialized products or services are offered to a targeted group of consumers who share common interests, characteristics, or other affiliations.

The affinity market is made up of insurance providers, insurance brokers, and the firms that provide services to those firms. It also includes the customer (the C in B-B-C), which includes employers and their employees, professional associations and their members, banks and their customers, and any number of other consumer or business groups with affiliated members.

Establishing partnerships using an affinity model affords a company the opportunity to develop products, services, and often pricing specific to individual groups of consumers. In turn, the consumer group is more responsive to the products or services, often due to more relevant offerings, to more economical solutions and to learning from a trusted and existing relationship.