Simplicity Group, a holistic financial planning firm that blends wealth accumulation and financial protection solutions, has acquired Indianapolis-based Source Brokerage, a disability insurance specialist brokerage general agency (BGA). The transaction expands Simplicity’s national disability insurance (DI) platform and adds specialized institutional-market expertise, including Graduate Medical Education (GME) and Guaranteed Standard Issue (GSI) programs.
As part of the deal, Source Brokerage founder Steve Crowe joins Simplicity as a partner, bringing a DI-focused organization with a long operating history and a reputation for serving complex disability income markets. Simplicity said the combination is designed to increase collective scale in DI while giving Source Brokerage’s advisor base broader access to Simplicity’s wealth management capabilities and its life insurance and annuity resources.
Source Brokerage, founded in 1992 and headquartered in Indianapolis, focuses on disability income solutions across individuals and executive groups, as well as specialized institutional offerings. The firm positions itself around service, education, and helping brokers build durable DI revenue streams, with particular emphasis on programs such as GME and GSI that require deeper underwriting and institutional-market know-how.
For Simplicity, the acquisition reinforces a strategy of building a broad partner platform for advisors and financial institutions, pairing protection-oriented products with wealth accumulation offerings inside a single, holistic planning approach. The company framed the deal as a way to strengthen its ability to support advisors with a wider mix of tools, products, and operational resources while maintaining an advisor-centric focus.
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“We are thrilled to welcome Steve and his team to Simplicity. Source Brokerage is an industry-recognized leader in disability insurance, specializing in complex institutional markets, including Graduate Medical Education (GME) and Guaranteed Standard Issue (GSI) business. The partnership expands Simplicity’s collective DI scale while providing Source Brokerage’s advisors access to Simplicity’s extensive wealth management, life insurance, and annuity resources.”
Bruce Donaldson, Partner and CEO, Simplicity Group
“Joining Simplicity is a fantastic next step in our continued growth. Our values and approach are incredibly well-aligned, and this partnership provides us with access to a vast network of resources and an expanded portfolio of products that will directly benefit our agents, advisors, and their clients. We’re excited to leverage the collective expertise and scale of Simplicity to take our service offerings to the next level.”
Steve Crowe, Partner, Simplicity Group; Founder, Source Brokerage
