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A COMMUNITY FOR INSURANCE & FINANCIAL SERVICES LEADERS

Grow your business with the affinity market

The affinity market is one of the most effective distribution strategies for insurance and financial services companies. PIMA is the leading community for leaders to learn, connect, and leverage affinity market strategies to accelerate growth.

These world-leading companies rely on PIMA to accelerate their business growth.

WHY AFFINITY MARKET

An effective distribution strategy for an ever-changing world

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 affiliations.

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LEVERAGES EXISTING RELATIONSHIPS

The affinity market strategy offers specialized products or services to a targeted group of consumers who share common interests, characteristics, or affiliations.

PROVIDES MORE RELEVANT SOLUTIONS FOR CONSUMERS

Affinity partners develop targeted products, pricing, and marketing programs that provide a more valuable offering to a consumer group.

PROVIDES SCALABLE BENEFITS

Consumers are often more responsive to a company’s products and services because of the endorsement of their member organization, allowing companies to scale benefits more successfully.

PIMA MEMBERSHIPS

PIMA accelerates connections and education to drive business growth

PIMA’s 550+ members are dealmakers who bring unmatched industry knowledge to the table. PIMA membership is designed to leverage this collective expertise through exclusive networking and educational opportunities.

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UNPARALLELD NETWORKING

PIMA helps members create connections across the affinity market through engaging digital forums, in-person meetups, and, most notably, our semi-annual PIMA Conferences.

CONTINUOUS EDUCATION

PIMA offers affinity-specific research, education on topics impacting the industry, and resources such as monthly newsletters and a semi-annual publication on State Legislative & Regulatory Updates.

PEER-LEARNING

Connect with 550+ of the brightest, forward-thinking minds in the affinity market and leverage leadership development opportunities for your emerging executives.

Leader Testimonials

Why Founders, CEOs, CFOs & CMOs rely on PIMA to accelerate growth

“Advancements in technology, changing consumer demands and an evolving legal and regulatory landscape mean professionals in the affinity market need to be extremely agile. I value PIMA because it’s the premier association to connect with executives in the affinity space, while keeping up with industry news and best practices.”

Kelly Abeles, Vice President
PRUDENTIAL

“Over the years, I’ve attended PIMA conferences representing all three segments of the membership. As the sponsored benefits market continues to change, PIMA brings the decision-makers together to discuss the critical issues impacting our space. I have always been impressed by the opportunity to network with great people who are always willing to share ideas.”

Dave Armstrong, President
SAAS ADVISORS

“I’m really excited about the value PIMA brings to its members about understanding what the future brings. Our world is changing so fast. How people form groups is changing, and it’s critical for our businesses to really understand how we can leverage that and leverage the technology to make our business as successful as possible.”

Kara Shipulski, Vice President of Strategic Partnerships
LIBERTY MUTUAL
PIMA Insights

Our latest thinking on the affinity market

Events & Conferences

Unparalleled networking and education opportunities

Connect with leaders in the affinity market space.

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About Us

The leading community in the affinity market

We are the premier community for executive leaders and innovators in the affinity market. Whether they are involved in the business of creating, distributing, or marketing sponsored benefits for individuals or businesses, PIMA members collaborate to help people achieve financial security and peace of mind.

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Become a Member

Accelerate your business growth with affinity distribution

Access exclusive networking and educational opportunities when you join.

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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.