Leading the Way: Simplicity’s Playbook for Success

When Bruce Donaldson talks about the future of financial services, he doesn’t sound like a CEO pitching a product. He sounds like a strategist rethinking how advisors and clients connect. As a partner and CEO of Simplicity Group, Donaldson believes the industry is at a defining moment that demands bold ideas, smarter tools, and a renewed focus on the people at the heart of it all.

“Advisors today are being asked to do more than ever before,” Donaldson says. “They’re expected to deliver holistic financial strategies, keep up with compliance, and meet clients where they are, whether that’s face-to-face or through digital tools. The real challenge is giving them the resources to thrive without losing the personal connection that makes this industry so powerful.”

This understanding has helped shape Simplicity into one of the fastest-growing financial product distribution companies in the nation and a thought leader at the intersection of insurance, annuities, and wealth management.

An Industry in Transition

The financial services landscape has always been competitive, but in recent years, that competition has only become more intense. Market volatility, regulatory changes, rising client expectations, and rapid technology adoption have all pressured advisors to evolve. Many organizations respond with technology for technology’s sake, flooding advisors with dashboards, apps, and portals that often complicate rather than simplify work. Donaldson believes this technology race misses the point.

“Tools are only as good as the strategy behind them,” Donaldson explains. “If you don’t have a system that integrates technology with education, product design, and marketing support, you’re not solving advisors’ problems. You’re adding to them.”

Simplicity takes a different approach by streamlining the advisor experience and giving advisors the tools and support to focus on what matters most: serving clients efficiently and confidently. Simplicity has perfected the delivery with its new Agent Center on which all business appears in real-time.

Simplicity’s Approach: Elevating the Advisor

Donaldson’s leadership style is rooted in a clear ethos: empower advisors to spend more time with clients and less time wrestling with fragmented systems. “We’re obsessed with creating a culture where advisors feel supported and understood,” he says. “Our mission is to take the noise out of their day so they can focus on building meaningful relationships with their clients.”

This philosophy is reflected in everything Simplicity does: from product design to marketing, training, and hands-on support. Advisors gain access to:

» Integrated technology platforms consolidating marketing, compliance, and product access in a single hub

» Training programs to keep advisors ahead of industry shifts and deepen expertise

» Marketing resources helping advisors stand out and connect with the right clients at the right time

» Product innovation balancing client protection with growth opportunities, especially in fixed indexed annuities and life insurance

The result is a seamless ecosystem where advisors thrive in a rapidly changing landscape.

Technology Meets Distribution

What sets Simplicity apart is the combination of a robust tech platform, one standard operating model and the largest distribution network in the industry. ”We have partnered with forward-thinking carriers to deliver everything their agents want through our agent center because it’s in the carrier’s best interest as well as the agent’s and consumer’s,” Donaldson explains.

This dual advantage has delivered measurable results. Fully-underwritten life insurance policies now average 31 days, down from 45, and annuities are processed in 21 days, down from 30. Simplicity is targeting turnaround times under 10 days.

Through Simplicity’s Agent Center, advisors can view their entire book of business, submit applications, and instantly see which carriers are most likely to approve a client. The system filters out ineligible carriers, generates pricing sheets, and pushes applications directly to the right destination.

“That’s where the industry has to go,” Donaldson says. “Traditionally, you’ve seen insurtech initiatives or distribution initiatives trying to improve the process but not succeed. What makes Simplicity different is that we are both: a technology platform coupled with distribution. Someone has to be first, and we are.”

With this pioneering model, Simplicity is creating a roadmap for the entire industry. “We want the entire industry to raise the level of production,” Donaldson says. “Investing in the marriage of tech and distribution benefits consumers, advisors, carriers and distributors.”

Simplicity’s Differentiators: More than a Distributor

In a crowded field of distribution partners, Simplicity stands out with three core differentiators:

1. Breadth of Solutions – Advisors gain access to a wide range of products across insurance, annuities, and wealth management. One platform covers it all.

2. Integrated Technology – The digital ecosystem saves time and improves client experiences. “Our goal isn’t to overwhelm advisors with tech,” Donaldson says. “It’s to give them tools that actually make their lives easier.”

3. Advisor-Centered Culture – Everything is filtered through the question: Does this make an advisor’s life easier and their practice stronger? Many leaders have advisory or distribution backgrounds, shaping every decision.

A Proven Equity Model, with Liquidity

Another differentiator is Simplicity’s unique equity model. In late 2024, the company completed its second recapitalization, providing liquidity back to shareholders and validating its growth strategy. In just four years, Simplicity delivered a 4x return to all shareholders.

“All of our partners own the same Class A equity,” Donaldson says. “No preferred shares, no mezzanine. Everyone rises and falls together.”

Moving forward, Simplicity will make the equity opportunity available to both new employees and agents that are aligned with Simplicity. “We want everyone to benefit from our unique platform because everyone wants regular liquidity, and we are the only one to consistently deliver it,” said Donaldson. 

Building for Advisors, Not Around Them

Donaldson emphasizes that the company’s true customers are the independent advisors who sit across from families making life-changing financial decisions. “We’re not here to impress Wall Street or chase trends,” he says. “We’re here for the advisor and the client. Technology should enable human connection, not replace it.”

This commitment extends beyond digital tools. Advisors have access to real people who provide case design help, answer questions, and collaborate on complex planning scenarios. By blending human support with innovative technology, Simplicity gives advisors the clarity and confidence to serve clients effectively.

With programs like advanced sales training and lead-generation support, advisors gain tools to grow their practices in the short term while building long-term value. “We don’t just want to help advisors write their next policy,” Donaldson says. “We want to help them create their own sustainable businesses that serves clients for generations.”

Looking Ahead: A Vision for Sustainable Growth

As Simplicity continues to scale, Donaldson insists that the advisor-first focus will remain central. “Our vision is simple: we want to be the most trusted partner for advisors in the industry,” he says. “That means continuing to invest in tools, training, and people who help advisors deliver for their clients. If we stay focused on that, everything else will follow.”

By shortening application times, creating an integrated platform, and leading the charge in distribution and technology innovation, Simplicity is redefining what leadership looks like in the financial services industry. “We’re setting the pace for the entire industry,” Donaldson adds. “Other platforms will follow, and that raises the standard for everyone.”

With a bold vision, measurable results, and a roadmap for the entire industry, Simplicity is not just participating in the future of financial services, it’s leading it. 

Easier Life, Stronger Practice

To learn more, visit www.SimplicityGroup.com.