Healthcare Reform

GBL has become the leader in educating agents to help their clients stay in compliance with the ACA.

GBL Agent Portal

Everything agents need in one website, from carrier applications, recorded HCR webinars, and more.

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Meet Your Team

Have a question? Need to contact someone? Find out where to direct any questions you have here.

Hey! Did you know? We are a 2015 Des Moines Register Top 150 Workplace!


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Welcome to Group Benefits, Ltd. (GBL), the largest General Agency in Iowa, proudly serving independent agents across the Midwest with passion, expertise and a commitment to excellence.

GBL was created by a group of insurance agents – just like you – on the founding principle of doing the right thing for the independent agent. Our goal was not to become an insurance company, but an insurance community. Our core values have established the way we work and have structured how we provide service and support. GBL is now the largest General Agency in Iowa and proudly serves independent agents from across the Midwest. GBL is based on the founding principle of “doing the right thing.” When you work with us, you’ll see this notion applied to everything we do.


The GBL Commitment

Our core values have established the way we work and have structured how we provide service and support. We are committed to:

  • Excellence: Getting the job done efficiently and effectively.
  • Our GBL-Affiliated Agents: You are our first priority! We are continuously working to keep your loyalty.
  • Well Being: A positive attitude is necessary to maintain health and happiness. Be sure to smile through life!
  • Community: Giving back and striving to make a positive difference.
  • People: Simply put, we will always do the right thing.

GBL’s philosophy has always been to treat you as our equals, because without your business, we wouldn’t endure. Therefore, we vest your business 100% on day one and allow you to leave any time. Any Wholesale Agency who truly believes in its service model would allow agents to leave, yet GBL has been the only one that does in Iowa and South Dakota. Whether you stay with GBL or leave, you will continue to be paid on your book of business.

GBL is headquartered in Urbandale, Iowa, and our affiliated agents currently represent over 3,000 employer groups and 60,000 individual clients. GBL agents not only have access to the most innovative healthcare reform support, but you’re also invited to attend our weekly healthcare webinars where we keep you updated on all of the latest happenings in the industry. GBL also invests in your success by providing custom marketing support and we spent over $250,000 last year alone providing free marketing materials to our agents.

Whether you’re new to GBL and all we can offer you as your trusted General Agency, or if you have been with us for decades, we thank you for your time and hope you enjoy our website.

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Agent Portal