A More Aligned Insurance Brokerage Model
Unitas Brokerage offers a modern alternative to the traditional brokerage relationship. Rather than treating recurring insurance spend as a one-way operating expense, the Unitas model is designed to create alignment—enabling participating clients to benefit from the brokerage value they help generate.
How it Works
In a traditional brokerage structure, clients purchase insurance coverage while brokers retain the associated commission or brokerage revenue. The client receives coverage, while the economic value of the relationship is retained by the brokerage.
Unitas introduces a different model.
Through a participation-based structure, Unitas seeks to enhance alignment between client and broker. Rather than treating recurring insurance spend as a purely operational cost, the model introduces a framework in which that spend contributes to broader long-term value creation.
The distinction lies in the underlying economic structure of the brokerage relationship.
The insurance process remains unchanged:
Policies remain familiar
Coverage structures remain familiar
Carriers and operational workflows remain familiar
When Participation Starts to Create Value
The Unitas model is designed around alignment and redesigned economics, supporting both short- and long-term value creation.
In the short term, participation enables annual profit distributions based on the performance of the brokerage, reinforcing shared outcomes between Unitas and participating clients.
Over the longer term, participation introduces flexibility and optionality. If the brokerage is sold, participating clients will realize value associated with their participation position.
In addition, if a client chooses to transition away from the program, the structure allows for the orderly transfer of that relationship within the brokerage framework, with any realized value shared between Unitas and the client—preserving alignment throughout the lifecycle of the relationship.
How the Model Works in Practice
Consider two companies with comparable insurance requirements and premium spend.
In a traditional brokerage structure, the client purchases insurance coverage and the brokerage earns a commission. The client receives coverage, and the broker earns revenue.
Under the Unitas model, the insurance procurement process remains consistent. Coverage placement, brokerage service, and quality of coverage continue as expected. The key distinction is structural: participating clients share in the value generated through the brokerage relationship.
The insurance is unchanged. The structure is not.
The insurance is unchanged. The structure is not.
Why Businesses Choose the Unitas Model
Unitas was created for organizations seeking a more modern and strategically aligned brokerage relationship. Rather than focusing solely on policy placement, the model is designed to help clients think more broadly about recurring insurance spend, long-term planning, and participation in the value created through their insurance program.
The Unitas model emphasizes:
The result is a brokerage structure designed to evolve alongside the organizations it serves.
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Long-term alignment between client and broker
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Transparency around brokerage economics
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Familiar operational processes
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Strategic application across industries
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Participation-based value creation
The result is a brokerage structure designed to evolve alongside the organizations it serves.
The Vision Behind the Model
Unitas was founded by Kerry Martin, whose experience in the insurance industry led to the development of a more aligned brokerage structure. After years working within traditional brokerage systems, he identified an opportunity to rethink how brokerage relationships could better support both short and long-term client objectives.
That vision became Unitas Brokerage: a platform that combines operational familiarity with a more forward-looking financial structure.
Start a Conversation About the Unitas Model
If your organization is interested in learning more about the Unitas brokerage model, we’re here to help. Reach out to ask questions, explore the structure, or discuss how the model may apply to your business or organization.
Frequently Asked
Questions
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Unitas introduces a participation-based structure designed to create stronger alignment between clients and the brokerage value generated through recurring insurance spend. While the insurance process remains familiar, the economics behind the relationship are structured differently.
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No. Unitas works within the traditional insurance environment. Policies, carriers, coverage structures, and operational workflows can remain familiar.
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No. Unitas is not a new insurance product. It is a different brokerage structure designed to improve alignment and long-term value creation around recurring insurance spend.
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Participation is tied to the structure of the brokerage model itself. Participating clients may share in brokerage value generated through their insurance relationship with Unitas.
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No. The Unitas model is different from a captive structure. Captives often involve capital requirements and assumption of underwriting risk. Unitas is designed to avoid introducing additional operational or underwriting burden to participating clients.
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The Unitas model is designed around long-term participation and alignment rather than immediate short-term returns. Outcomes may vary depending on participation timeline, insurance spend, and program structure.
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No. One of the core principles behind the Unitas model is operational familiarity. The day-to-day insurance process is designed to remain stable and recognizable for participating organizations.
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