Headquarters: 35 East Wacker Drive, Suite 850 Chicago, IL 60601-2106, United States
Year established: 1975
Company type: Professional association
Membership: Over 100 organizations
Expertise: Affinity insurance
Key people: Kelly Abeles (president), Sean Cox (president elect), Lance Dordick (secretary), Avery Smith (treasurer), Jean-Marie Lovett (at-large director), Pamela Moy (immediate past president)
The Professional Insurance Marketing Association (PIMA) was established in 1975 in Kansas City, Missouri. It was originally named the Professional Independent Mass-Marketing Administrators. PIMA was founded by 13 industry professionals, including James C. Boon II, P. Allen Haney, Richard F. Jones, and J. Thomas Koch, who aimed to create a collaborative platform for leaders in the affinity insurance market.
An insurance marketing organization (IMO) supports brokers, agents, and agencies by providing access to insurance products, sales tools, marketing resources, and carrier relationships they might not have on their own. IMOs serve as intermediaries between carriers and producers, offering services like lead generation, compliance support, and continuing education.
PIMA builds on this model—but instead of acting as a single distributor, it operates as a trade association that brings together professionals and companies involved in the marketing, distribution, and administration of insurance and financial services.
What sets PIMA apart is its focus on affinity marketing, which provides insurance solutions to targeted groups such as alumni associations, professional organizations, and employer groups.
Over the years, PIMA has evolved to reflect several changes in the industry. In 1998, it adopted its current name to better represent its focus on targeted marketing strategies.
By 2012, PIMA's membership had grown to over 100 companies. By supporting members with ongoing research, thought leadership, and event programming, PIMA also empowers its network to navigate market disruptions and regulatory shifts more effectively.
With brokers managing everything from compliance and lead generation to marketing and client service, support needs to be tangible. That’s why the value of a trade group like the Professional Insurance Marketing Association comes down to return on investment. What do you actually gain?
Here’s what brokers and agencies actually get out of joining PIMA—and why it stands out from other insurance marketing organizations.
Joining an insurance marketing association like PIMA helps relieve some of that pressure by giving brokers access to vetted resources, expert communities, and a clear pulse on what’s working in the market.
Unlike broader industry events, PIMA’s content and community are focused on the affinity space. This means brokers walk away from each interaction—whether it’s a webinar, a benchmarking report, or a conference session—with insights they can actually implement.
For example, a detailed case study shared with members showed how Pearl Insurance leveraged SEM tactics to increase website visitors by 378 percent. When brokers tune into these resources, they get script-level guidance on improving performance across digital marketing, product targeting, and customer retention.
PIMA membership provides brokers with direct connections to more than 100 organizations—including carriers, MGAs, TPAs, and service providers—in the affinity insurance ecosystem.
For Shannon Warner, chief marketing and strategy officer at Pearl Companies, the association is a "business community.” Formed relationships with leading players like Gallagher Affinity, Prudential, Pearl Companies, and New York Life Group Membership to explore co-branded initiatives, new distribution partnerships, or product access that brokers might not get otherwise.
Behind the scenes, brokers use advisory forums to refine growth strategies, while onboarding tools and curated educational sessions help new team members quickly get up to speed on affinity market dynamics.
The Professional Insurance Marketing Association has two flagship conferences:
These events, along with regional meetups and virtual roundtables, provide insurance brokers direct facetime with CMOs, VPs of product, and affinity marketing leaders from member carriers and distribution platforms.
These are curated experiences designed to put brokers directly in touch with key influencers who make decisions on new programs and products.
PIMA’s resource center includes webinars, whitepapers, and market data reports to fit the affinity and direct-to-consumer insurance segments. Recent sessions have covered topics like “Affinity Lead Gen Benchmarking: What 20 Firms Learned in Q1” and “Navigating Affinity Enrollment Platforms,” which are often paired with downloadable templates and campaign performance spreadsheets.
As mentioned earlier, what sets PIMA apart is the practicality of these insights. Instead of high-level theory, members get granular case studies and benchmarks they can use to fine-tune their marketing approach.
For insurance brokers investing heavily in content, digital marketing, or customer experience, PIMA’s annual Marketing Methods Competition offers a rare chance for industry recognition.
In 2023, Prudential won the Gold Lead Generation Award for its “Abandoned Cart – Lead Generation” campaign. AGIA Affinity and Pearl Companies also received honors for their performance in social and term life marketing, respectively.
Winners gain credibility not only within the association but also with clients and carrier partners—while learning from peers who are setting the bar.
One of the biggest draws of PIMA membership is access to exclusive events and learning resources. These are focused forums where insurance professionals dive into what is driving performance and marketing success in real time.
PIMA's calendar features a variety of events tailored to the needs of insurance professionals:
Summer Insights Conference: This June conference focuses on expanding expertise in the affinity market through educational sessions and networking with thought leaders. The 2025 gathering marked PIMA’s 50th anniversary
Winter Insights Conference: This January event offers in-person networking, continuing education, and peer learning opportunities. Notably, in 1987, former President Gerald R. Ford attended PIMA's Winter Conference, revealing the association's prominence in the industry
Agency CEO Advisory Forum: This annual executive-level forum in September provides a space for agency leaders to discuss challenges and share solutions in the affinity insurance market
Legislative & Regulatory Digital Forum: Each October, PIMA hosts this virtual event to review key updates in insurance regulations. The 2025 installment will include analysis of recent state and federal legislative shifts—along with compliance implications—for affinity program distribution
Beyond events, PIMA offers a range of resources:
Insights blog: Regularly updated articles provide analysis on industry trends, marketing strategies, and regulatory changes. Recent posts include “The NAIC Model Bulletin: A Compass for Ethical AI in Insurance,” “Incubator Labs Are Disrupting the Insurance Marketing Game,” and several leadership-focused features such as “Reflecting on 50 Years of Progress and Possibility in Affinity Leadership” and “A ‘6G’ View of the Workforce”
Resource library: Members receive access to a rich content hub—including case studies, whitepapers, industry reports, and trend briefs
Online communities: PIMA’s member forums let professionals ask questions, share resources, and collaborate. Through the Libraries feature, brokers can search attachments—like templates, checklists, and vendor referrals—shared by peers
Leadership has always been central to the mission of the Professional Insurance Marketing Association, but not just in the traditional sense.
As former PIMA president Chris Burke reflects on the changing landscape of the affinity market, he sees a sector in transition. With more long-time leaders retiring, he believes PIMA plays a critical role in preparing the next generation.
“You have to ask if you have people capable of carrying the mantle. And I look at PIMA and say, yes—there are some really solid folks in there,” Burke said.
That leadership commitment shows in PIMA’s 2025–2026 executive committee and board consisting of:
Kelly Abeles, President – Vice-President, Affinity Strategy, Underwriting & Distribution at Prudential
Sean Cox, President Elect – President at First Consulting & Administration Inc.
Lance Dordick, Secretary – VP & Head of Farmers Affinity at Farmers Insurance
Avery Smith, Treasurer – President at Kelsey National Corporation
Jean-Marie Lovett, At-Large Director – President at Bindable
Pamela Moy, Immediate Past President – President at AMA Insurance Agency
Additionally, PIMA recognizes outstanding achievements through its awards program, honoring individuals at member companies who play crucial roles in advancing the PIMA mission.
Among the most notable are:
PIMA IMPACT Awards – highlight individual achievements across several categories
Rising Star Award – honors early-career professionals who show exceptional promise and leadership within their companies and the affinity market
Leadership Award – given to members who demonstrate a strong commitment to PIMA through active volunteer service on task forces, committees, or educational programs
Legend Award – at the highest tier, this recognizes long-standing service and leadership reserved for individuals who have contributed significantly to PIMA for at least 10 years
In addition to these honors, PIMA presents the Distinguished Service Award, created in 2001 to acknowledge exceptional dedication to the organization. Past recipients include well-known industry professionals such as Angela Daisy of EXL Services and Kevin Garvin of Gallagher Affinity.
Whether you're a broker, marketer, or executive in distribution, the Professional Insurance Marketing Association offers multiple entry points depending on your goals—be it networking, education, or expanding your reach.
PIMA membership is open to companies and individuals engaged in creating, distributing, or managing insurance and financial service products, particularly within affinity markets.
Here’s a step‑by‑step walkthrough of the PIMA membership process:
Go to PIMA’s official website. Click “Apply Now” on the main navigation. This directs you to the secure membership portal.
Start the membership application form, which gathers your company’s name, address, primary contact, and website.
Assign a voting representative. This is one individual—typically a senior executive—as your official voting member and liaison with PIMA. You may also roster up to nine additional team members (e.g., heads of marketing, compliance, or underwriting) to participate in events and access member-only privileges.
Select Your membership tier. Options are based on your role in affinity distribution—product provider, distributor, or business partner. Fees vary by size and specialty.
Complete the secure payment section based on your selected tier.
Once submitted, you will receive a confirmation email. Your application then goes through a review by PIMA’s membership committee. Instructions to create login accounts, access member resources, and register for upcoming events will be received upon approval.
For brokers looking to stay ahead in a fast-changing market, connecting with the right people and having access to relevant, actionable insight makes all the difference. The Professional Insurance Marketing Association offers that environment.
Chairman and CEO hails “great opportunity”
