Franklin Madison

Insurance distribution technology and marketing services for financial institutions

Distribution & Sales Established 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

At a Glance

Founded: 1971
Headquarters: Franklin, Tennessee, USA
Employees: 201-500
Funding: PE-Backed

Category & Focus

Category: Distribution & Sales
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