Enquirer Consulting Group

Reachable Buyer Map

Prepared for Robert Mittel · Financial Institution Insurance Council · August 2026
A council has two buyers that look like one. There is the institution that joins for the peer view, and there is the provider that joins to be in front of the institution. This map covers where each sits in the United States, who signs, and roughly how many companies are in each group.
Community and regional banks
The largest count in the channel and the least represented at any national gathering, because the institutions most likely to need a peer view are the least likely to send someone to one.
Who signs: president or CEO, head of insurance services, president of the agency subsidiary, EVP retail banking, head of wealth and investment services.
roughly 4,100 to 4,500
federally insured banks and savings institutions in the United States; counted as institutions, not branches or holding companies
Credit unions
Structurally the same buyer with a different vocabulary. Insurance and investment services sit alongside lending, and the service organization model puts the decision with one or two named people.
Who signs: CEO, VP of insurance and investment services, president of the service organization, chief lending officer.
roughly 4,100 to 4,500
federally insured credit unions in the United States; the smallest tier carries no separate insurance function and self selects out
Life, annuity and long term care carriers
The provider side of the room. A small named universe where one or two people own the financial institution channel, and where the value of a peer group is access rather than education.
Who signs: head of financial institution distribution, national sales manager, channel VP, head of strategic accounts.
roughly 700 to 900
life, annuity and long term care carriers licensed in the United States; groups counted once rather than by licensed entity
Property and casualty carriers and program managers
A wider provider pool with a narrower path into the channel, which usually means the decision sits with a distribution leader rather than with marketing.
Who signs: head of alternative distribution, program manager, VP of affinity and financial institution partnerships.
roughly 2,400 to 2,800
property and casualty carriers writing in the United States, plus the managing general agents that build programs for them
Distributors and third party marketers serving the channel
The layer that actually runs many institution programs. They join for access and for standing, and no public register separates them from insurance distribution generally.
Who signs: president or owner, head of bank and credit union channel, national sales leader.
Not enumerated
brokerage general agencies, third party marketers and distribution firms serving financial institutions; visible by name, not countable from a register
Technology and service providers
Platform, agency management, quoting and analytics vendors selling into the same accounts. This is the provider group that grows fastest and is hardest to identify, because these companies file as software rather than as insurance.
Who signs: CEO at the smaller ones, VP of marketing, head of partnerships, head of the financial services vertical.
several hundred
vendors selling insurance related platforms and services into banks and credit unions; a range, because they sit inside the wider financial technology population

Where the openings are

1
Two buyers, one room. The institution joins to learn and to compare. The provider joins to be in front of the institution. Those are different sales with different words, and a channel designed for one of them tends to convert the other by accident rather than on purpose.
2
The institution buyer is a seat, not a company. Head of insurance services, or whoever inherited the program after the last restructure. That seat turns over regularly, and a new holder almost always goes looking for a peer view in the first six months. Watching the role rather than the company catches that window.
3
Roughly eight thousand institutions, and event marketing reaches the same few hundred. The banks and credit unions with the least developed insurance operation have the most to gain and the smallest chance of hearing about it. That is not a positioning gap, it is a reach gap, and closing it is mechanical work.
4
The provider side is small enough to name completely. A few hundred carriers, distributors and vendors, each with one or two people who own this channel. Being known by all of them is achievable in a quarter. Being known by whichever ones happen to attend is what happens without a channel.
Built from public registries, counts banded deliberately. Institutions are counted as charters rather than branches or holding companies. Carrier counts group affiliated companies once rather than counting every licensed entity. The distribution and vendor layers are not separated from wider categories in any public register and are described rather than counted.
ENQUIRER CONSULTING GROUP
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