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.

  • Key Takeaways: AI is evolving from a back-office efficiency tool into a front- and ...

  • Key Takeaways: Hallmark’s evolution shows how technology in the insurance industry ...

  • Key Takeaways The insurance talent shortage is driven by retirements, high turnover, ...

  • Key Takeaways Future insurance leaders are emerging from environments that prioritize ...

  • Key Takeaways Insurance leadership plays a central role in shaping a modern, adaptable ...

  • By Shane Canfield, Chief Executive Officer, WAEPA Podcasts have had a meteoric rise in today’s ...

  • By Muhammed Gulen, Esq. Vice President & Legal Consultant , Lewis & Ellis, LLC The U.S. Departments ...

  • By Sabrina Sebastian, Vice President, Group Benefits, Performance Marketing, MetLife Insurance ...

  • Key Takeaways: Long-term distribution partnerships thrive on shared purpose and alignment, ...

  • Key Takeaways: Affinity insurance programs provide flexible, customizable coverage ...

  • Key Takeaways: Affinity distribution leverages trusted group relationships to deliver ...

  • Key Takeaways: Insurance provides financial stability, confidence, and resilience in ...

  • Key Takeaways: Modern consumers expect personalized, digital, and seamless insurance ...

  • Key Takeaways: Being uninsured vs underinsured creates financial, social, and economic ...

  • Key Takeaways: Public perception of insurance companies is shaped by trust and ...

  • Key Takeaways: Affinity insurance delivers tailored, economical coverage to groups ...

  • 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 ...

  • Navigating Brand Longevity in the Age of Gen Z Broke. Unemployed. Trophies of the participation ...

  • Navigating the Future: Lessons for an Adaptive Insurance Landscape Collaboration is often ...

  • NAIC Proposes New Privacy Model Law — Here's What You Need to Know The following is a recap ...

  • Blog Entry

    By Bryan Falchuk, Managing Partner at Insurance Evolution Partners The insurance industry has spent ...

  • Blending the power of technology with innovative and affordable products to address one of the nation’s ...

  • By Ron Lefkoski, Head of Sales & Business Development, Life, Accident & Health, Zurich North ...

  • Want to Know Where Insurance Distribution and Affinity Are Going? Look to the Past. At PIMA, ...

  • Embedded Distribution: The Insurance Strategy That’s Helping to Differentiate Businesses Every ...

  • Looking Back and Ahead to Overcome Current Insurance Industry Challenges Many challenges, ...

  • How Do Affinity Programs Work? At their core, affinity groups are made up of people who have something ...

  • What You Need to Know About the SECURE Act 2.0 The following is from PIMA’s Fall 2022 Legislative ...

  • Insights From Zeis Group, a 2022 PIMA Insights Award Winner The PIMA Insights Awards recognizes ...

  • How PIMA Insights Awards Winner, WAEPA, Found Its Audience Worldwide Assurance for Employees of Public ...

  • How Securian Financial Upped Its Talent Recruitment With an Award-Winning Marketing Campaign ...

  • Blog Entry

    PIMA Member Spotlight: Embark The following are insights from PIMA member Embark on the current and ...

  • Blog Entry

    PIMA Member Spotlight: TPG Direct The following are insights from PIMA member TPG Direct on the latest ...

  • PIMA Member Spotlight: SISCO

    02-01-2023 17:43
    Blog Entry

    PIMA Member Spotlight: SISCO SISCO provides reliable third-party administrative services as part ...

  • 3 Important Insurance Industry Takeaways From the 2022 PIMA-Majesco Report For decades, insurance ...

  • By Steven Cardinal, CEO, AMBA When Association Member Benefits Advisors (AMBA) announced our recent ...

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

  • By Greg Boutin, CEO, Relay Platform Everyone in the insurance industry knows it: the pandemic has precipitated ...

  • To reach more consumers and stay ahead of the competition, you have to build trust and offer customized, ...

  • Why do consumers decide to choose your product or service? The answer comes down to trust. Here's how ...

  • The NAIC H Committee was created to support innovation, cybersecurity, and privacy protection in insurance. ...

  • The customer experience in the insurance industry is a critical aspect of business, but it can be difficult ...

  • The NAIC uses market conduct annual statement (MCAS) data to better analyze the state of play. The new ...

  • At the 2022 PIMA Summer Insights Conference, PIMA members gained valuable knowledge about the top trends ...

  • All insurance categories have seen monumental shifts in the last two years, and property and casualty ...

  • Here are the biggest trends we’re seeing in the life and health insurance sectors, including embedded ...

  • The following is part of a series on affinity distribution and the future of insurance through the lens ...

  • The following is part of a series on affinity distribution and the future of insurance through the ...

  • The following is part of a series on affinity distribution and the future of insurance through the ...

  • Zeis Group, in Association with AGIA The PIMA Insights Awards are annual awards given to PIMA ...

  • Blog Entry

    Creative Ways to Share, Partner, and Collaborate for Better Outcomes Insurance has long been touted ...

  • The PIMA Insights Awards are given annually to PIMA members that have developed expertly crafted insurance ...

  • The PIMA Insights Awards are given annually to PIMA members that have developed expertly crafted insurance ...

  • The PIMA Insights Awards are given annually to PIMA members that have developed expertly crafted insurance ...

  • Kara Shipulski, Vice President/Senior Managing Director, Liberty Mutual Insurance Twenty-five years ...

  • Bill Suneson, Co-Founder & CEO, Bindable You may have heard the expression, “when you are a hammer, ...

  • Lauren W Gershuny, Counsel Genova Burns; With contributions from Katherine Szabo, Counsel, Genova Burns ...

  • Sally Dickter, Marketing Senior Vice President, Franklin Madison Group Based on the 2021 Life Insurance ...

  • Ken Monroe, Chairman and CEO, Bostrom Pre-pandemic, the association world was already feeling the ...

  • The following is one of four articles in a series about pioneers in the affinity insurance market who ...

  • The following is one of four articles in a series about pioneers in the affinity insurance market who ...

  • The following is one of four articles in a series about pioneers in the affinity insurance market who ...

  • The following is one of four articles in a series about pioneers in the affinity insurance market who ...

  • The fundamental principle of the insurance and financial services sector has long been protection from ...

  • Historically, time to market for new insurance products has been slow. Operational silos, complicated ...

  • As the regulatory landscape continues to grow in complexity, marketing compliance in the insurance ...

  • Blog Entry

    The insurance industry has undergone major changes over the past year, primarily due to COVID-19. According ...

  • The affinity market has historically been a thriving sector of the insurance industry — an uncomplicated, ...

  • Risk and Trust in the Affinity Insurance Market: Always Present, Always Changing You’ll find few constants ...

  • Partnerships are nothing new. Companies have long turned to other businesses to increase brand awareness, ...

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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.