Simplicity Financial Marketing Group Holdings Inc. (Simplicity Group)

Simplicity Group, operating under the legal name Simplicity Financial Marketing Group Holdings Inc., is a privately held financial services firm headquartered in Summit, New Jersey, United States. The company's core business revolves around providing holistic financial planning, combining wealth accumulation and protection strategies and solutions. Its mission is to serve as a leading partner for advisors, financial institutions, and consumers by delivering a comprehensive suite of financial products and services, guided by principles of education, value, and partnership.

Simplicity Group offers a wide array of products and services, including life insurance, annuities, disability insurance, long-term care solutions, and investment management. Through its Simplicity Wealth platform, the company provides financial advisors with sophisticated technologies, investment professionals, and turnkey sales and marketing tools to deliver end-to-end investment experiences. Simplicity Group primarily serves independent financial advisors, broker-dealers, financial institutions, and individual consumers, offering resources and support to help grow and protect wealth across various life stages.

Under the leadership of CEO Bruce Donaldson, Simplicity Group has demonstrated significant growth through strategic acquisitions and partnerships. Recent notable activities include the acquisition of CPS Horizon Financial Group and Insurance Planners and Advisors Group in April 2026, ATS Wealth Management in April 2026, Wholehan Marketing and Source Brokerage in February 2026, and Brokers Edge in March 2025. The firm also established a strategic relationship with LPL Financial in February 2026 to enhance insurance capabilities for LPL advisors. These actions reinforce Simplicity Group's market position as a rapidly expanding financial products distribution business and a leading outsourced insurance provider to financial institutions.