Heartland Retirement Group Becomes Latest to Join Fast-Growing Integrity Marketing Group

July 29, 2020

Integrity expands its national footprint with the acquisition of Iowa-based Heartland in effort to provide protection resources to more Americans

DALLAS – Integrity Marketing Group, LLC (“Integrity”), the nation’s largest independent distributor of life and health insurance products, today announced the acquisition of Heartland Retirement Group (“Heartland”), an insurance marketing organization based in Iowa. As part of the transaction, Heartland’s CEO, Tyler Lainson, will become an owner in Integrity. Financial terms of the deal were not disclosed.

Founded in 2009, Heartland is a full-service insurance marketing organization that has risen to become a leader in the senior insurance market with career-focused agents in four regional locations across the Midwest. Heartland provides Medicare Supplement plans, Medicare Advantage, final expense insurance, traditional life insurance, annuities, prescription drug plans and other retirement solutions. In 2020, Heartland expects to issue more than $50 million in paid premiums, allowing them to serve 40,000 American families.

“Heartland’s dynamic leadership and strong core values made it a natural fit for the Integrity family,” said Bryan W. Adams, Co-Founder and CEO of Integrity. “Tyler understands how to keep his team energized for growth in a competitive marketplace. Integrity’s resources will provide the traction that will drive their growth to even greater heights!”

“Heartland’s vision from day one has been to be an organization for agents, built by agents. As we look to the future, we want to do even more for our team, and Integrity was a natural fit to help us get to the next level,” said Tyler Lainson, CEO of Heartland. “As a part of Integrity, we can achieve so much more while our focus remains the same: Have fun, work hard and help people.”

Joining Integrity gives Heartland direct access to robust infrastructure and support systems, as well as industry-leading sales, marketing and social media resources. Heartland leaders know this partnership will allow them to put more of their focus on the company’s recruiting and agent service.

“This is a partnership where everybody wins,” said Jim Sweeney, Managing Partner of Integrity and Co-Founder of American Senior Benefits. “Heartland brings a proven, successful model fueled by unbridled enthusiasm, while Integrity brings the infrastructure, training and mentorship that will elevate Heartland’s growth to new heights. We’re stronger together.”

In addition, Heartland’s employees will become immediately eligible to participate in Integrity’s Employee Ownership Plan, which provides meaningful ownership to all Integrity employees.

“We have always wanted to do the right thing for the right reasons,” said Tyler Lainson, CEO of Heartland. “And partnering with Integrity allows us to not only do the right thing for our agents, but now our employees are rewarded with company ownership! We are thrilled that Integrity recognizes the hard work it takes to build an agency and even more impressed that they show it by sharing their success with all their employees.”

“Adding Heartland as an Integrity partner further shows that talented, ambitious individuals such as Tyler and his team recognize the value Integrity provides to drive their business forward,” said Steve Young, Chairman of the Board of Integrity. “We know Heartland will be an energetic, vibrant addition to the Integrity brand and we’re definitely a better team with them on the roster.”

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About Integrity

Integrity, headquartered in Dallas, Texas, is a leading distributor of life and health insurance, and provider of innovative solutions for wealth management and retirement planning. Through its broad partner network of agents and advisors, Integrity helps millions of Americans protect their life, health and wealth with a commitment to meet them wherever they are — in person, over the phone and online. Integrity’s proprietary, cutting-edge technology helps expand the insurance and financial planning experience for all stakeholders using an omnichannel approach. In addition, Integrity develops products with carrier partners and markets them compliantly through its nationwide distribution network. Providing best-in-class service to their clients and consumers is at the center of Integrity’s holistic approach to life, health and wealth protection. The company and its partners focus on helping families and individuals prepare for the good days ahead, so they can make the most of what life brings. For more information, visit www.integrity.com.

About Heartland Retirement Group

Heartland Retirement Group is a leading provider of health, life and final expense insurance, as well as retirement planning. Headquartered in Des Moines, Iowa, Heartland serves senior Americans through a network of dedicated agents, managers and advisers across four Midwest locations. Visit www.yourhrg.com for more information.

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Rachel Aird, Public Relations Director
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Eric Pederson, Vice President of Business Development

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