Zinnia

Zinnia makes software and runs operations for the life insurance and annuity business. Its customers are insurance carriers, which use it to build and administer products, and distributors, including banks, brokerage general agencies, IMOs and advisors, which use it to quote, sell and submit business. The company says more than 100 carriers and more than 2,500 distributors use its platform.

On the distribution side, Zinnia Market Connect combines leads, quoting, multi-carrier illustrations, order entry and case tracking for life and annuity advisors. SmartOffice is a CRM and agency management system, and AnnuityNet is an order-entry tool that checks carrier and product rules before an annuity application is submitted. A 2026 bundle joins SmartOffice, quoting and AnnuityNet for the independent annuity channel, and newer services handle digital in-force annuity transactions and headless order entry for firms that build their own front ends. For carriers, Zinnia offers the Zahara policy administration system, underwriting automation, fund operations for variable products and outsourced administration.

Zinnia grew out of SE2, a carrier administration business started in 2005, and took its current name in 2022. Acquisitions include Breathe Life, LPS Group, Policygenius and Ebix. It is based in Greenwich, Connecticut, and is an Eldridge business. Pricing is not published.