Simplicity Group Expands Midwestern Footprint with Whitney and Associates Acquisition — Simplicity Financial Marketing Group Holdings Inc. (Simplicity Group)

Event summary

Simplicity Group acquired Whitney and Associates, a Des Moines-based independent marketing organization, on September 10, 2026.
The deal includes the acquisition of Altitude Capital Management RIA, a wealth and investment management platform.
Mitchell Whitney and Charles Johnson joined Simplicity Group as new partners.
Whitney and Associates specializes in annuity, life insurance, and wealth management solutions for independent advisors.

The big picture

This acquisition strengthens Simplicity's position as a leading partner for independent financial advisors by expanding its operational and marketing support capabilities. The deal aligns with the industry trend of consolidating independent marketing organizations to enhance scale and service offerings. The addition of Altitude Capital Management RIA further bolsters Simplicity's wealth management infrastructure, positioning it to compete more effectively in the holistic financial planning space.

What we're watching

Integration Challenges: How Simplicity will merge Whitney's digital lead generation tools with its existing Agent Center platform.
Market Expansion: Whether this acquisition will accelerate Simplicity's growth in the Midwest and beyond.
Advisor Retention: The pace at which Whitney's advisors adopt Simplicity's broader product offerings.