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BENAdvance

Built for Brokers by Brokers

Distribution & Sales Startup Bootstrapped
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Overview

BENAdvance is a digital marketplace and white-label platform for voluntary and supplemental insurance benefits, purpose-built for independent brokers, associations, unions, and employer groups. Operating as a Digital Master General Agent (MGA), BENAdvance enables broker partners to offer a fully branded, 24/7 accessible benefits shopping experience under their own name -- without adding administrative overhead.

The company was founded in 2013 in Rye, New York, by insurance industry veterans Anthony V. Milone and Robert Siegel, who together bring over a century of collective experience in employee benefits, MGA operations, and insurance distribution. Their prior ventures include building a managed care PPO network sold to CIGNA and co-founding an insurance distribution operation that at its peak managed over USD 2 billion in premium across more than 2,500 brokers.

BENAdvance aggregates coverage from carriers including Cigna, Anthem Blue Cross Blue Shield, MetLife, Prudential, and QualCare into a single white-labeled marketplace. Partners benefit from year-round enrollment, built-in commission tracking, and marketing support -- differentiating the platform from traditional open-enrollment-only models.

Products & Services

White-Label Benefits Marketplace

A fully branded online marketplace deployed at a custom URL (brokerexchanges.com/{partner}) where broker clients can shop, compare, and enroll in voluntary and supplemental benefits 24/7 -- year-round, not limited to open enrollment.

Key Features

  • Custom broker branding with no development effort required
  • Real-time broker dashboard with enrollment activity and commission tracking
  • Marketing support via email, text, social media, and newsletters
  • Payment via payroll deduction (pretax) or ACH bank withdrawal
  • Member self-service for enrollment and ID card access

Target Users: Independent insurance brokers, benefit agencies, associations

Major Medical Plans

Individual, family, and small-group health plans through national PPO networks including Cigna, Anthem BCBS, QualCare, PHCS/Multiplan. Supports small businesses, 1099 contractors, and remote/hybrid workforce employers.

Key Features

  • ICHRA-compatible small business plans
  • Guaranteed-issue life coverage up to USD 50,000 (no medical exam)
  • Access to national PPO network beyond regional carrier limitations
  • All-year enrollment capability

Target Users: Small employers, self-employed individuals, associations

Ancillary and Supplemental Coverage

Dental, vision, life, disability, hospital indemnity, critical illness, and accident plans -- bundled with major medical or sold standalone.

Key Features

  • "Smart Health" bundles combining medical, dental, vision, life, and supplement
  • Supplemental coverage fills gaps for high-deductible plan members
  • Lifestyle benefits including pet insurance, identity theft, and legal plans

Target Users: Employee groups, association members, individual consumers

At a Glance

Founded
2013
Headquarters
Rye, New York, USA
Employees
1-10
Funding
Bootstrapped

Category & Focus

Category
Distribution & Sales
Subcategories
White-Label Benefits Platform Digital MGA Voluntary Benefits Marketplace
Insurance Verticals
Group Benefits Health
Target Customers
Brokers, Agents/Agencies, Employers, Consumers

Customers

  • Independent insurance brokers and benefit agencies
  • Unions and trade associations
  • Small to mid-size employer groups
  • 1099 contractor and remote workforce employers

Links

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Last updated: 2026-04-09