Integrity Marketing Group, a distributor of life and health insurance, has signed an agreement to acquire Honeycutt Insurance Marketing, a California-based independent marketing organization (IMO).

Following the acquisition, Honeycutt Insurance Marketing president Tray Honeycutt will become a managing partner in Integrity.

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Financial details of the deal were not divulged.

Honeycutt Insurance Marketing serves middle-income consumers and offers final expense insurance, mortgage protection and annuities.

Integrity co-founder and CEO Bryan W. Adams said: “Integrity’s entire end-to-end structure of systems and resources is built to help companies like Honeycutt Insurance Marketing succeed.

“Integrity is a constantly expanding team where each member brings value, and everyone understands the power of teamwork to achieve a common goal. We’re striving to innovate insurance together, and we need dedicated and dynamic leaders like Tray to help accelerate our efforts. Tray understands what it means to set a goal, work hard to achieve it and bring others along to share in that success. As part of our team, he can now utilize all of Integrity’s offerings to support the growth of his business, and we’re thrilled that he is now part of our Integrity family.”

Honeycutt Insurance Marketing expects to see greater efficiencies through Integrity’s offering of centralised business services, which include technology and innovation, finance, legal and compliance.

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Furthermore, Honeycutt will leverage Integrity’s insurtech platform to better serve clients and expand its product offerings.

Honeycutt will be able to leverage quoting and enrollment systems, data and analytics, and customer relationship management software.