Senior Market Sales® Acquires Fair Square Medicare, Expanding Digital Capabilities in Senior Health Care

OMAHA, Neb.--(BUSINESS WIRE)--
Senior Market Sales^® (SMS), one of the industry’s premier insurance marketing organizations (IMOs), has acquired Fair Square Medicare, a technology-driven health care platform designed to simplify the Medicare experience for seniors. This strategic acquisition enhances SMS’ suite of digital tools and reinforces its commitment to providing guidance to seniors as they navigate Medicare coverage.

Fair Square Medicare is recognized in the industry for its proprietary software platform that transforms how seniors select and utilize their benefits. The company distinguishes itself through a "care navigator" model, using advanced algorithms to help seniors and agents identify optimal coverage, while handling complex administrative tasks on the member's behalf. Through a dedicated portal, seniors can access benefit information, contact agents, and undergo automated annual reviews to ensure their coverage remains cost-effective as their needs evolve.

“Fair Square Medicare has successfully built a model that combines the efficiency of technology with the empathy of personal service,” said John Haver, President of SMS. “Their digital platform is not just about enrollment but also about lifelong engagement and advocacy. We are excited to welcome Daniel Petkevich and his team to the SMS family as we continue to innovate and elevate the standard of service in the Medicare market.”

The partnership aligns Fair Square’s robust technological infrastructure with SMS’ national scale. SMS and parent company Alliant Insurance Services selected Fair Square to leverage its proven software capabilities and high member-retention rates. Conversely, joining SMS provides Fair Square with access to a broader network of carriers, extensive distribution channels, and the operational resources needed to scale its comprehensive care platform to a national audience.

“We started Fair Square with a mission to build a comprehensive care navigator that seniors can trust for the rest of their lives,” said Daniel Petkevich, Founder and CEO of Fair Square Medicare. “Joining SMS and Alliant allows us to supercharge that mission. We now have the backing of these industry leaders to accelerate our product development and reach more seniors with the transparent, technology-backed guidance they deserve.”

About Senior Market Sales^®

Senior Market Sales^® (SMS) represents top Medicare Supplement, Medicare Advantage, annuity, life, long-term care, individual health and travel insurance carriers in all 50 states. Independent insurance agents rely on SMS for proprietary technology, competitive insurance products, and expert training and service to help them leverage their time, make more money, and put their business in a position of distinction. Founded in 1982, SMS is headquartered in Omaha, Nebraska. In 2020, SMS joined the Alliant Insurance Services family of companies. Visit www.SeniorMarketSales.com or call 1.800.786.5566 for more information.

About Alliant Insurance Services

Alliant Insurance Services marks a century of success as the nation’s leading specialty broker. Alliant operates through a network of specialized national platforms and local offices to offer clients a comprehensive portfolio of risk solutions built on innovative thinking and personal service. The business of managing risk is complex, and Alliant meets this complexity head-on with creativity and agility. Alliant has changed the way our clients approach risk management and benefits, giving them complete access to our resources and expertise — regardless of where the resource is located — to capitalize on new opportunities to grow and protect their organizations and their people.

Alliant is recognized as a leading destination for top-tier brokerage talent in the U.S., attracting brokers and specialists across a diverse spectrum of disciplines who are eager to advance their careers. With the advantage of being majority employee-owned, professionals choose Alliant for autonomy, unparalleled resources, and a unique equity ownership opportunity. As a testament to our commitment to excellence, Alliant maintains an impressive producer retention rate and has earned Forbes’ prestigious title of one of America’s Best Large Employers.

Visit us at alliant.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260130546343/en/

Dan Trumblee
Vice President

Divisional Director, Communications & Creative Services, Senior Market Sales^®

402.343.3689

Dtrumblee@SeniorMarketSales.com

Source: Senior Market Sales