Centro Benefits Research

Centro Benefits Research

Ancillary benefits consulting and technology platform

Overview

Centro Benefits Research provides advice and technology for ancillary benefits, helping insurance brokers and carriers achieve better results for their customers. It combines deep industry knowledge, research-driven insights, and expert consulting with digital tools that streamline benefits administration and enable growth. How it works: the firm uses data and research to analyze benefits programs, offers strategic consulting, and builds or leverages digital platforms that make administering and selling ancillary benefits easier for brokers and carriers. What sets it apart: a focus on being a center of excellence for ancillary benefits, blending rigorous research, industry expertise, and digital platform efficiencies to improve outcomes for clients. The goal: help brokers and carriers deliver better benefits more efficiently and grow their business through enhanced processes and insights.

About Centro Benefits Research

Simplify's Rating
Why Centro Benefits Research is rated
B-
Rated B on Competitive Edge
Rated B on Growth Potential
Rated C on Differentiation

Industries

Consulting

Enterprise Software

Healthcare

Company Size

1-10

Company Stage

N/A

Total Funding

N/A

Headquarters

Kirkwood, Missouri

Founded

2016

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Simplify's Take

What believers are saying

  • Sun Life joined Centro’s API platform in July 2026, validating broker demand.
  • Lincoln expanded its API integration on May 7, 2026, reducing manual quoting friction.
  • Promotions in January 2026 signal management investment and internal confidence in growth.

What critics are saying

  • Carriers can bypass Centro with direct APIs, commoditizing its broker workflow layer.
  • Integration-heavy revenue depends on partner priorities; one carrier pullback slows platform momentum quickly.
  • If brokers standardize on carrier portals by 2027, Centro’s intermediary role erodes existentially.

What makes Centro Benefits Research unique

  • Centro’s 2026 broker-carrier API platform streamlines RFP quoting across top carriers.
  • Sun Life, Lincoln, and Unum integrations give Centro unusually dense ancillary connectivity.
  • OneDigital ownership since 2020 supplies distribution reach, capital, and insurance-industry credibility.

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Benefits

Health Insurance

Life Insurance

Company News

Insurance Business
Aug 7th, 2026
Sun Life group sales jump 27% on broker demand.

Sun Life group sales jump 27% on broker demand. What's behind Sun Life's stop-loss sales surge. Sun Life Financial Inc. reported second-quarter group insurance sales of CA$680 million, up 27% from a year earlier, as the Toronto-based insurer posted underlying net income of CA$1.123 billion for the period ended June 30, 2026, the company said in its August earnings release. Individual insurance sales rose 16% to CA$1.002 billion. US stop-loss growth tied to underwriting discipline. In the United States, sales climbed 43% to US$324 million, driven mainly by higher medical stop-loss sales. Sun Life attributed the gain to strong close rates and "continued pricing discipline supported by our risk selection tools," alongside favourable market conditions, according to the release. Lower Medicaid dental sales partly offset the increase. The growth comes as the broader US stop-loss market hardens. Industry premiums have grown from CA$35.4 billion in annual premiums in 2025 to over CA$40 billion, as more employers self-funding meaning more risk in the pool and higher rates, according to BenefitSmith data. Industry-wide loss ratios have climbed to 85%, well above the historical 75% target, with carriers calling the trend unsustainable. Separately, Segal, a benefits consultancy, reported that average medical stop-loss premium increases accelerated to 12.7% in 2026, up from 9.7% the year before, based on its dataset of 225 health plans. Sun Life did not disclose its own average rate increases in the release. US underlying net income rose 15% to US$164 million, reflecting medical stop-loss revenue growth and favourable experience in in-force management, the company said, though this was partly offset by weaker employee benefits results after a strong prior-year comparison. New broker technology aims to speed up quoting. Sun Life also said it was added to the digital platform of Centro, a US ancillary benefits consulting and technology firm that works with many of the country's top brokers. The new API connection automates the exchange of request-for-proposal data between Centro and Sun Life, replacing manual workflows. The company said the change is designed to let brokers "work faster and more accurately" when quoting group business for clients. What this means for brokers: The Centro integration targets the RFP and quoting process directly, and comes as industry-wide stop-loss loss ratios sit at 85%, well above the historical 75% target. Brokers placing group and stop-loss business, especially through Centro, are best placed to test the faster turnaround - and should compare their carriers' rate increases against Segal's 12.7% sector average. Companywide, reported net income was CA$1.008 billion, up 41% from CA$716 million a year earlier, aided by favourable public equity market impacts and the absence of a CA$61 million US dental impairment charge booked in the prior-year quarter, the release said. Underlying return on equity was 19.1%, up from 17.6% in the second quarter of 2025. CEO Kevin Strain said in the release that the company "saw strong momentum across our health and individual protection businesses" during the quarter.

GoInvest
May 7th, 2026
Centro and Lincoln expand API integration to streamline RFP and quoting process.

Centro and Lincoln expand API integration to streamline RFP and quoting process. PR Newswire Yesterday at 5:45am PDT Enhanced API connectivity automates RFP data exchange, reduces manual intervention, and creates a more efficient, user-friendly broker experience CLEVELAND, May 7, 2026 /PRNewswire/ - Centro Benefits Research (Centro), an ancillary benefits consulting, employee communications and technology firm representing many of the top Brokers in the U.S., today announced the expansion of its API integration with Lincoln Financial (Lincoln), adding RFP (Request for Proposal) to its broker-carrier platform. Building on the successful launch of Lincoln's policy API connection in 2025, this latest integration further streamlines data exchange enhancing the broker experience. The new integration allows RFP data submitted through the Centro Broker Portal to flow directly to Lincoln, reducing the need for manual entry and minimizing administrative friction. By automating the data exchange, brokers can expect faster turnaround times, improved accuracy, and a more seamless submission process. "This initiative reflects what's possible when strong partners come together with a shared vision," said Treg Balding, President, Centro Benefits Research. "By working closely with Lincoln, we've been able to leverage technology to streamline processes, reduce manual touchpoints, and deliver a more efficient, connected experience for brokers and their clients." The integration delivers several key benefits, including automated data transfer from the Centro Broker Portal directly into Lincoln systems, eliminating rekeying and reducing the potential for human error. In addition to accelerating the RFP submission and response process, this solution enhances the broker experience by creating a more streamlined and user-friendly workflow. "Our continued work with Centro reflects a shared commitment to simplifying the broker experience through smarter, more connected technology," commented Patrick Sullivan, Vice President of InsurTech Strategy Enablement, Lincoln Financial. "By expanding our API integration to include RFP and quoting capabilities, we're helping brokers move faster, reduce administrative burden, and better serve their clients." This latest expansion highlights Centro's ongoing commitment to modernizing broker-carrier workflows. By continuously integrating leading carriers like Lincoln into its API ecosystem, Centro is enabling brokers to move faster, reduce manual touchpoints, and deliver greater value to clients. About Centro Benefits Research Centro Benefits Research is an ancillary benefits, employee communications and technology consulting firm that enables brokers and carriers to deliver the best possible outcomes for their mutual customers through powerful research, deep industry expertise and the creation of digitally focused platform efficiencies that drive business growth. Centro's mission remains squarely focused on bringing modern technology to a legacy insurance process and helping all stakeholders in the system work more effectively. For information, visit centrobenefitsresearch.com. About Lincoln Financial Group Lincoln Financial helps people to plan, protect and retire with confidence. As of December 31, 2023, approximately 17 million customers trust its guidance and solutions across four core businesses - annuities, life insurance, group protection, and retirement plan services. As of September 30, 2024, the company had $324 billion in end-of-period account balances, net of reinsurance. Headquartered in Radnor, Pa., Lincoln Financial is the marketing name for Lincoln National Corporation (NYSE: LNC) and its affiliates. Learn more at LincolnFinancial.com. Media contacts: SOURCE Centro Benefits Research This is a paid placement. For further inquiries, please contact PR Newswire directly.

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