LPL Taps Simplicity as Preferred Insurance Partner

LPL Financial Holdings Inc. and Simplicity Group have entered into a strategic agreement designed to expand insurance capabilities and support for LPL advisors, further integrating protection planning into the firm’s broader wealth platform. 

Effective May 1, 2026, Simplicity will become LPL’s preferred brokerage general agency (BGA), providing advisors with enhanced technology, comprehensive insurance resources and service solutions for clients seeking protection strategies. As part of the agreement, LPL will transition its internal LPL Insurance Associates business to Simplicity. 

Through the partnership, LPL advisors who elect to work with Simplicity will gain access to a wide suite of offerings, including dedicated wholesale support, point-of-sale assistance, integrated end-to-end insurance solutions and advanced planning capabilities for high-net-worth clients. 

“By partnering with Simplicity, we are accelerating access to top-tier insurance resources while staying focused on our strategy: delivering the best solutions through strong, specialized partners,” said Cheri Belski, EVP of Investment Solutions at LPL Financial. 

Bruce Donaldson, Partner and CEO of Simplicity, said the collaboration strengthens advisor capabilities at scale. “This strategic relationship with LPL enables us to deliver a comprehensive suite of insurance services and technology to support advisors in addressing their clients’ protection needs.” 

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