☰ Menu

Finding your Target Audience Based on Licensing

Here at Financial Media Group we have been providing data lists and marketing campaigns to reach, communicate with, and help firms recruit/retain agents and advisors for going on 15 years. We offer a number of different ways to slice and dice our data that enables our customers to find their ideal audience. Whether you want to find new agents, seasoned advisors, independent brokers, or career/captive agents there are a number of ways our database platform and our marketing services can reach your desired audience. This blog intends to provide some additional insight into some of the ways you can segment your ideal market.

First a little background on the methodology. In this article we are looking at the market in two categories:

1. This first section pertains to anybody/everybody in the United States with any current insurance license. That includes Life, Health & Accident, and Property & Casualty licenses, regardless of additional FINRA exams, Broker Dealer (BD), and/or Registered Investment Advisory (RIA) Firm affiliation



Agent License Type

% of all Insurance Licensees

Life, Health 30.34%
Life, Health, Property & Casualty 19.00%
Property & Casualty Only 18.65%
Life Only 8.73%
Life, Health, Reg Rep 3.69%
Health Only 2.55%
Life, Health, Property & Casualty, Reg Rep 2.11%
Life, Reg Rep 1.01%

Why does this information matter?

Some people might ask why this information matters, If I am looking to recruit a health licensed agent why do I care whether they have a life license or are also affiliated with a Broker Dealer? In some cases maybe you don’t care, in some cases it can be a good thing, and in other scenarios it could be a bad thing. For example if you are looking to recruit someone to offer a Medicare Supplement plan, if they are only Health licensed you can rest assured they are not selling other lines of insurance. Whereas someone with a Health and Life license and Broker Dealer affiliation may be able to offer your Medicare product as well as cross-sell life products, and has investment clients that may provide additional opportunities (or compliance obstacles).

2. In this second section we are only looking at those professionals with a securities license and whether they are affiliated with a Broker Dealer, a Registered Investment Advisor, or both.

Securities Affiliation by Firm Type
% of all Securities Licensees
BD Affiliated no RIA 51.54%
Both BD & RIA affiliated 41.35%
RIA Affiliated no BD 7.11%

This breakdown shows that over 50% of securities licensed professionals in the U.S. are only affiliated with a Broker Dealer, whereas less than 10% are only affiliated with an RIA firm. With our platform you can further segment this audience by insurance license type as well.

If you would like to get more information on any mix of licensing, how our services can further refine your target audience based on over 100 different data elements, or how to put this data in motion with a custom tailored marketing campaign CONTACT US today to get started.