OMAHA, Nebraska — January 30, 2026
Executive Summary
Senior Market Sales® (SMS), an insurance marketing organization serving independent agents nationwide, has announced the acquisition of Fair Square Medicare, a technology-driven health care platform focused on simplifying the Medicare experience for seniors. The transaction expands SMS’ digital capabilities and adds Fair Square’s proprietary software platform to its existing suite of technology and support tools. According to the company, the acquisition is intended to strengthen how seniors access, evaluate, and manage Medicare coverage over time by combining technology-enabled guidance with agent-based support. Fair Square Medicare brings a care navigator model that uses data-driven tools to assist seniors and agents with coverage selection, benefits management, and ongoing plan reviews. SMS stated that integrating Fair Square’s platform aligns with its broader strategy of enhancing digital infrastructure while maintaining personalized service across its national distribution network.
Announcement Overview
Senior Market Sales announced that it has acquired Fair Square Medicare, a health care technology platform designed to support seniors as they navigate Medicare coverage decisions and ongoing plan management. The acquisition adds Fair Square’s digital tools and care navigator model to SMS’ existing operational and technology framework.
According to SMS, Fair Square Medicare is known for its proprietary software platform that supports coverage selection, benefits utilization, and administrative management for Medicare beneficiaries. The platform is structured to provide seniors with access to plan information, agent support, and automated reviews that assess coverage suitability over time. The company stated that Fair Square’s approach emphasizes both technology efficiency and personal guidance.
The transaction brings together SMS’ national scale, carrier relationships, and agent distribution network with Fair Square’s technology-first model. SMS indicated that the combination is intended to enhance the tools available to independent agents while improving how seniors interact with and manage their Medicare coverage throughout their enrollment lifecycle.
Key Announcement Details
- Announcement type: Acquisition
- Acquirer: Senior Market Sales® (SMS)
- Acquired company: Fair Square Medicare
- Industry focus: Medicare, senior health care, insurance distribution
- Core capability added: Digital care navigator platform
- Geographic scope: United States
- Headquarters: Omaha, Nebraska (SMS)
- Parent company: Alliant Insurance Services
Strategic Context
According to the company, the Medicare market continues to grow in complexity as plan options, benefits structures, and regulatory requirements evolve. Seniors increasingly require tools that help them understand coverage options, manage benefits, and reassess plan fit as health needs and costs change over time. At the same time, agents face administrative and compliance demands that can limit their ability to provide ongoing guidance at scale.
SMS stated that Fair Square Medicare’s technology platform is designed to address these challenges by automating administrative tasks and supporting data-driven coverage recommendations. The care navigator model leverages algorithms to help seniors and agents identify suitable coverage options while reducing friction associated with enrollment, plan changes, and annual reviews.
The acquisition reflects a broader industry trend toward integrating technology platforms with traditional agent-based distribution models. According to SMS, combining digital infrastructure with national scale and carrier access is intended to improve efficiency, consistency, and long-term engagement within the Medicare ecosystem.
Fair Square Medicare Platform Overview
Fair Square Medicare is positioned as a technology-enabled health care platform focused on simplifying the Medicare experience for seniors. According to the company, its proprietary software platform is built to support both beneficiaries and agents throughout the lifecycle of Medicare coverage.
The platform incorporates a care navigator model that uses advanced algorithms to evaluate coverage options based on individual needs and circumstances. Through a dedicated online portal, seniors can access benefit information, communicate with agents, and review coverage details. Automated annual reviews are designed to assess whether existing plans remain appropriate as beneficiaries’ needs evolve.
Fair Square Medicare also manages administrative processes on behalf of members, reducing the burden associated with plan selection, changes, and compliance-related tasks. According to SMS, these capabilities complement its existing technology offerings and align with its focus on providing guidance-driven support to seniors.
Leadership Statement
“Fair Square Medicare has successfully built a model that combines the efficiency of technology with the empathy of personal service,” said John Haver, President of Senior Market Sales. “Their digital platform is not just about enrollment but also about lifelong engagement and advocacy. We are excited to welcome Daniel Petkevich and his team to the SMS family as we continue to innovate and elevate the standard of service in the Medicare market.”
Alignment With SMS and Alliant Strategy
According to SMS, the acquisition of Fair Square Medicare aligns with its long-term strategy of expanding digital tools that support independent agents and the seniors they serve. SMS operates as part of the Alliant Insurance Services family of companies and leverages national infrastructure, carrier relationships, and operational resources.
The company stated that Fair Square Medicare was selected based on its software capabilities, care navigator model, and member engagement outcomes. SMS and Alliant identified the platform as a way to enhance how seniors receive guidance and how agents manage ongoing client relationships.
Conversely, joining SMS provides Fair Square Medicare with access to a broader distribution network, additional carrier relationships, and operational support designed to scale its platform nationally. According to the company, this combination is intended to extend Fair Square’s reach while maintaining its focus on technology-enabled guidance.
Fair Square Medicare Leadership Perspective
“We started Fair Square with a mission to build a comprehensive care navigator that seniors can trust for the rest of their lives,” said Daniel Petkevich, Founder and CEO of Fair Square Medicare. “Joining SMS and Alliant allows us to supercharge that mission. We now have the backing of these industry leaders to accelerate our product development and reach more seniors with the transparent, technology-backed guidance they deserve.”
According to the company, Fair Square’s leadership team and employees will join SMS as part of the transaction. The acquisition is intended to preserve Fair Square’s technology-first approach while integrating its platform into SMS’ broader operational framework.
Digital Transformation in Senior Health Care
According to SMS, digital tools are playing an increasingly important role in how seniors interact with health care and insurance services. As Medicare options expand and regulatory requirements evolve, platforms that provide clear information, structured guidance, and ongoing support are becoming central to beneficiary engagement.
The Fair Square platform is designed to address these dynamics by offering a centralized digital experience supported by human guidance. SMS stated that integrating this model into its operations supports its broader objective of enhancing service delivery without reducing the role of independent agents.
The acquisition reflects ongoing investment in technology-enabled solutions that prioritize clarity, continuity, and compliance within the Medicare market. According to SMS, these capabilities are increasingly important for managing long-term relationships with beneficiaries.
Impact on Independent Agents
Senior Market Sales serves independent insurance agents across all 50 states, providing access to insurance products, training, and proprietary technology. According to the company, the addition of Fair Square Medicare’s platform enhances the tools available to agents by streamlining administrative tasks and supporting ongoing client engagement.
The care navigator model allows agents to focus on advisory roles while leveraging technology to manage plan reviews, benefits tracking, and compliance-related processes. SMS stated that this approach aligns with its mission to help agents operate more efficiently and deliver consistent service to clients.
By integrating Fair Square’s platform, SMS aims to support agents in maintaining long-term relationships with seniors beyond initial enrollment, reinforcing the role of agents as trusted advisors throughout the Medicare lifecycle.
About Senior Market Sales®
Senior Market Sales® (SMS) represents 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 training and service designed to support business growth and operational efficiency.
Founded in 1982, SMS is headquartered in Omaha, Nebraska. In 2020, SMS joined the Alliant Insurance Services family of companies. The company provides agents with resources intended to help them manage their businesses and deliver service to clients across multiple insurance lines.
About Alliant Insurance Services
Alliant Insurance Services is a specialty insurance brokerage operating through a network of national platforms and local offices. The company provides risk management and benefits solutions across a wide range of industries and client types.
Alliant is majority employee-owned and operates with a distributed model that emphasizes specialized expertise and local market knowledge. The company has been recognized for its employer practices and maintains a high producer retention rate across its brokerage operations.
Media Contact
Dan Trumblee
Vice President
Divisional Director, Communications & Creative Services
Senior Market Sales®
Phone: 402.343.3689
Source Attribution
Source: Company announcement