CLEVELAND, March 11, 2025 /PRNewswire/ — Centro Benefits Research (Centro), an ancillary benefits consulting, employee communications and technology firm representing many of the top Brokers in the U.S., announced the continued expansion of its broker-carrier API (Application Programming Interface) platform with the connection of policy data from Lincoln Financial (Lincoln).
The expanded API connection with Lincoln allows Centro’s broker partners to access plan details, rates, and policy updates directly through the Centro Broker Portal. This eliminates the need for time-consuming manual processes, such as logging into carrier systems, searching for documents, or sending emails. With immediate, reliable access to accurate information, brokers can confidently address client inquiries and provide tailored solutions in real-time.
“Lincoln is excited to be expanding our LincSmart suite of solutions to prioritize brokers with our connection to Centro. We’ll now be able to access all our plan detail information in one centralized, accurate location, so brokers can manage their entire book of business with us, directly in the Centro portal,” said Patrick Sullivan, Vice President, InsurTech at Lincoln Financial.
“Partnering with Lincoln to enhance accessibility and transparency within the ancillary benefits space is an exciting step forward,” said Dan McAlone, President and Founder of Centro. “We remain focused on leveraging technology to streamline workflows and modernize the client experience across the ancillary benefits industry.
This integration marks Centro’s fifth API connection, furthering its ongoing commitment to innovation. Over the next 12 months, Centro plans to integrate additional ancillary carriers, with more than 50% of employee benefits products expected to be fully automated, continuing to position Centro at the forefront of marketplace advancements.
About Centro Benefits Research
Centro Benefits Research is an ancillary benefits, employee communications and technology consulting firm that enables brokers and carriers to deliver the best possible outcomes for their mutual customers through powerful research, deep industry expertise and the creation of digitally focused platform efficiencies that drive business growth. Centro’s mission remains squarely focused on bringing modern technology to a legacy insurance process and helping all stakeholders in the system work more effectively. For information, visit centrobenefitsresearch.com.
About Lincoln Financial Group
Lincoln Financial helps people to plan, protect and retire with confidence. As of December 31, 2023, approximately 17 million customers trust our guidance and solutions across four core businesses – annuities, life insurance, group protection, and retirement plan services. As of September 30, 2024, the company had $324 billion in end-of-period account balances, net of reinsurance. Headquartered in Radnor, Pa., Lincoln Financial is the marketing name for Lincoln National Corporation and its affiliates. Learn more at LincolnFinancial.com.
Media contacts:
Rachel Pennington, Operations and Marketing, Centro, rachel.pennington@centrobenefits.com
Ty Gowen, Marketing, Lincoln, ty.gowen@lfg.com
SOURCE Centro Benefits Research
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