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Area insurance company acquires Medicare-focused firm

Senior Healthcare Direct, which operates the Medicare Bob marketplace, is now part of Clearwater-based AmeriLife Group LLC.

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  • | 9:30 a.m. October 1, 2020
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File. AmeriLife CEO Scott Perry.
File. AmeriLife CEO Scott Perry.
  • Tampa Bay-Lakeland
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CLEARWATER — AmeriLife Group LLC, a privately held marketer and distributor of life and health insurance, as well as retirement solutions, has acquired Senior Healthcare Direct, a Palm Harbor company that operates a consumer-facing, Medicare insurance marketplace under the name Medicare Bob. 

Senior Healthcare Direct, according to a press release, was founded in 2012 by Robert Bache. It provides Medicare Supplement and Medicare Advantage insurance products to beneficiaries nationwide. 

“AmeriLife’s partnership with Medicare Bob provides us with the unique opportunity to rapidly expand our call center capabilities,” AmeriLife Chairman and CEO Scott Perry states in the release. “As the market continues to adapt to the impacts of the coronavirus pandemic, the demand for a comprehensive direct-to-consumer platform continues to grow. The team at Medicare Bob brings an important strategic foundation that will help us enhance our platform and meet the needs of pre-retirees and retirees.”

Medicare Bob, the release states, acts as an independent broker for 30 insurance companies across the country. Bache will remain president of Senior Healthcare Direct and join the senior leadership team at AmeriLife. Other terms of the deal, including acquisition price, were not disclosed in the release. 

“We’re thrilled to be a part of the AmeriLife family of companies,” Bache states in the release. “AmeriLife’s mission to provide peace of mind and help people live longer, healthier lives aligns with Medicare Bob’s commitment to serving as our clients’ trusted advisor, building a long-term relationship to support their healthcare needs for the future. This partnership will provide us with the opportunity to help even more people navigate the Medicare maze, building on the core principles that have helped grow our business to what it is today.” 

Clearwater-based AmeriLife did around $300 million in sales last year, says Perry, who told the Business Observer the firm is on track to improve that number to $500-$600 million within five years. 


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