# Franklin Madison

> Insurance distribution technology and marketing services for financial institutions

## At a glance

| Field | Value |
| --- | --- |
| Category | Distribution & Sales |
| Type | Solutions Provider |
| Region | NA |
| Headquarters | Franklin, Tennessee, USA |
| Founded | 1971 |
| Stage | Established |
| Employees | 201-500 |
| Funding | PE-Backed |

## Overview

Franklin Madison is an insurance distribution technology and marketing services company serving banks, credit unions, and affinity groups across North America. The company operates as a marketplace connecting financial institutions with carriers and insurance programs, enabling partner organizations to offer insurance products to their customers.

The company delivers turnkey insurance programs through a multi-channel approach that includes digital distribution, direct mail, and personalized consumer engagement powered by data analytics. Products are delivered through financial institution channels, with Franklin Madison managing the marketing, consumer outreach, and program administration on behalf of partners.

Founded in 1971, Franklin Madison has built a distribution network reaching 3,500+ financial institutions. The company is backed by Mill Point Capital, a New York-based private equity firm. In 2022, it acquired SeQuel Response to expand its direct marketing capabilities, and it has made strategic investments in digital distribution partners including Matic and Covr Financial Technologies.

## Products & services

### Consumer Insurance Programs

Franklin Madison sources and manages insurance products from carrier partners, making them available through financial institution distribution channels. The company handles carrier relationships, compliance, and product administration so that partner banks and credit unions can offer insurance to members without building these capabilities in-house.

**Key features:**

- Multi\-carrier product portfolio
- Turnkey program setup and administration
- Partner branding and co\-marketing

*Target users:* Banks, credit unions, affinity groups

### Data\-Driven Consumer Engagement

The company uses data analytics to drive consumer engagement with insurance products through digital channels, direct mail, and personalized outreach on behalf of financial institution partners.

**Key features:**

- Multi\-channel campaign management \(digital, direct mail\)
- Consumer segmentation and personalization
- Lifecycle engagement and retention programs

*Target users:* Financial institutions seeking to grow insurance adoption among their customer base

### Franklin Madison Direct

A subsidiary focused on direct-to-consumer insurance distribution, offering insurance products directly to end consumers rather than through financial institution intermediaries.

**Key features:**

- Direct consumer marketing and enrollment
- Digital and non\-digital channel support

*Target users:* Consumers

### FM PulsePoint

A benchmarking tool for credit unions to assess and track member engagement performance metrics against industry standards.

**Key features:**

- Member engagement benchmarking
- Performance tracking and reporting

*Target users:* Credit unions

## Category & focus

- Subcategories: Embedded Insurance, Digital Insurance Distribution, Affinity Programs, Direct Marketing
- Insurance verticals: Life & Annuity, P&C Personal, Group Benefits
- Target customers: Carriers, Agents/Agencies, Consumers

## Notable customers

- American Home Shield
- Securian Financial
- Zurich
- Farmers Insurance
- Chubb
- Prudential

## Links

- Website: <https://franklin-madison.com>
- Directory profile: <https://insurtechlist.com/companies/franklin-madison/>
- Careers: <https://franklin-madison.com/who-we-are/careers/>
- Linkedin: <https://www.linkedin.com/company/franklinmadison>
- Press/news: <https://franklin-madison.com/who-we-are/corporate-overview/>

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*Last updated: 2026\-05\-12*