Michigan Insurance Agency Recognized for TikTok, YouTube and Podcast Marketing

Senior Market Sales^® (SMS), one of the industry’s premier insurance marketing organizations (IMOs), has acquired Giardini Medicare, a family-operated Brighton, Michigan, insurance agency recognized for its successful use of social media to educate and acquire clients.

“At SMS we know the effectiveness of education-based marketing, but this mother-son team intrigued and impressed us with just how profitable an agency can be with education-based social media in particular,” said SMS President John Haver. “Landing this top talent is a major win for SMS, as we continue to share resources and knowledge across our network of acquired partners and thousands of independent agents.”

Being able to learn from that network was one of the main reasons that CEO Joanne Giardini-Russell and son Cameron Giardini, the agency’s COO, chose to partner with SMS. They also liked that SMS’ resources — from contracting support and creative services to technology and expanded product offerings — will help them grow to the next level, without having to give up their business name and identity.

“SMS has good people, and you can really see it and feel it in the office,” Giardini-Russell said. “Senior Market Sales has experience. And with the backing by Alliant, it’s a no-brainer for us.”

When Alliant Insurance Services, one of nation’s largest insurance distributors, acquired SMS in 2020, the partnership provided the resources for SMS to acquire other businesses and to scale while maintaining its name, culture and leadership. SMS’ same approach to its acquisitions clinched the deal for Giardini Medicare, Cameron Giardini said. It’s not only a unique proposition in today’s environment of corporate consolidations, but also a big comfort for Giardini Medicare, which Giardini-Russell founded in 2018 after seeing the need for professionals to help consumers navigate the complexities of Medicare. Their educational videos and podcasts fueled their lead pipeline for extraordinary growth. Cameron, known for his YouTube videos, and his mother, for her TikToks, did not want to abandon their thousands of followers or the successful business model.

“We’re not going anywhere,” he said. “You’ll be seeing us for a long time.”

That dedication to clients and drive to continue growing are exactly what SMS is looking for in businesses it acquires, Haver said.

“Joanne and Cameron are more than social media influencers — they are Medicare marketing forces,” Haver said. “As our network of top agents and agencies grows, we’re actively experiencing the synergies that our growth strategy always envisioned. The momentum continues to grow at SMS.”

About Senior Market Sales

Senior Market Sales^® (SMS) represents top Medicare Supplement, Medicare Advantage, annuity, life, long-term care, individual health and travel insurance carriers in all 50 states. Independent insurance agents rely on SMS for proprietary technology, competitive insurance products, and expert training and service to help them leverage their time, make more money, and put their business in a position of distinction. Founded in 1982, SMS is headquartered in Omaha, Nebraska. In 2020, SMS joined the Alliant Insurance Services family of companies. Visit www.SeniorMarketSales.com or call 1.800.786.5566 for more information.

About Alliant Insurance Services

Alliant Insurance Services marks a century of success as the nation’s leading specialty broker. We operate through a network of specialized national platforms and local offices to offer our clients a comprehensive portfolio of risk solutions built on innovative thinking and personal service. The business of managing risk is complex, and Alliant meets this complexity head-on with creativity and agility. Alliant has changed the way our clients approach risk management and benefits, giving them complete access to our resources and expertise—regardless of where the resource is located—to capitalize on new opportunities to grow and protect their organizations and their people.

Alliant is recognized as a leading destination for top-tier brokerage talent in the U.S., attracting brokers and specialists across a diverse spectrum of disciplines who are eager to advance their careers. With the advantage of being majority employee-owned, professionals choose Alliant for autonomy, unparalleled resources, and a unique equity ownership opportunity. As a testament to our commitment to excellence, Alliant maintains an impressive 99% producer retention rate and has earned Forbes’ prestigious title of one of America’s Best Large Employers.

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