Memberships

PIMA Membership

Where leaders turbo-charge growth with the affinity market

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.

Testimonials

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

“I believe the marketplace will continue to expand. New players will enter, technology will continue to break down barriers, new channels will emerge, and consumers will continue to want access to products and services they can’t get as an individual. The PIMA Community is embracing this changing dynamic and it’s a major reason why our organization is a member.”

Kevin Garvin, President, Affinity North America
Gallagher

“At our company we focus on relationships because we tend to create long-term ones. To interface and see if we could work with someone is important. PIMA is a business community for us. I’ve worked for 3 different companies in the industry and PIMA has been an important organization for each of them.”

Shannon Warner, Chief Marketing and Strategy Officer
Pearl Companies

“At PIMA, you have more than industry participants in the sponsored benefits market, but you have the leaders; you have the decision-makers from each organization so it’s a great place to come network.”

Scott Berlin, SVP of Group Insurance
New York Life Group Membership
Why Join PIMA

Be part of the affinity market revolution

Our members gain exclusive access to industry-leading insights, elite business resources, and networking opportunities with top decision-makers, fostering unparalleled growth and success in this dynamic industry.

Networking & Business Development

Meet, connect, and grow

As a PIMA member, you will have access to a private, online directory that enables you to cultivate relationships with potential partners, as well as an online community where you can share company updates, questions, requests, industry news, and more.

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Continuing Education

Conferences, meetups, and digital forums to make your company flourish

PIMA provides networking and educational opportunities to help your business flourish. Our events are built to help you network with the who's who of the affinity industry, while keeping you apprised of must-know trends and topics, including legislative and regulatory updates, fintech, digital marketing, and more.

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Peer-Learning

The go-to resource on affinity market

Consider PIMA your go-to source on the affinity market. Throughout the year, you can count on resources featuring expertise from your peers, including Peer-to-Peer Advisory Forums, articles, whitepapers, case studies, and research.

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PIMA Benefits

Transform your company for growth

TRAIN EMPLOYEES

One executive member designed an insurance onboarding program using information gained from PIMA’s digital forums and online resources.

NAVIGATE THE CHANGING INDUSTRY

An executive uses PIMA’s biannual state-by-state legislative and regulatory outlines to inform their company’s strategy related to confidentiality/privacy, cybersecurity, market conduct examinations, and more.

COLLABORATE WITH COMPETITION

A CEO member discovered a new strategic planning process in a PIMA advisory forum, so you can see how your competition is innovating—and use those insights to improve your services.

THINK CREATIVELY

One CEO brings rising stars to PIMA events as part of their development and succession plan.

CONNECT WITH OTHER MEMBERS

A member found a new call center partner with the online member directory.

SAVE TIME & MONEY

An executive saved travel time and expense by encouraging partners to join them at a PIMA conference.

PIMA Members Profiles

Network with a wide variety of companies across the insurance and financial services sector

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.

Company Profiles

  • Product providers
  • Distributors
  • Business partners

Sector Profiles

  • Insurance carriers
  • Agencies & brokerages
  • Third-party administrators

Role Profiles

  • CEOs, presidents, founders
  • Executive-level decision-makers
  • Affinity marketing experts
AFFINITY MARKET GUIDE

Everything you need to get started with the affinity market

This resource outlines what the affinity market is, how it works, its benefits, case studies, and more.

Download

PIMA Insights

Our latest thinking on the affinity market

More Insights

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.