Voluntary benefits infrastructure

Stop splitting
heaped commission
with enrollment firms.

Keel is the AI software layer top brokerages use to run voluntary enrollment themselves. Your catalog, your producers, your renewal. We're the infrastructure — you stay the producer of record.

Book a demo → Broker dashboard Employee flow
SOC 2 Type II
HIPAA
50-state L&H aware
Heaped commission · 2,500-life case
Live
Premium × effective take rate
$337,500
To enrollment firm (65% split)
−$219,375
With Keel · flat SaaS fee
−flat fee
Net to your brokerage
$307,500+
Y1 heaped · renewal trail stays 100% yours ↗ +260%
Carriers & HRIS systems wired in
MetLife
Sun Life
Aflac
Guardian
UNUM
Chubb
Workday
UKG
ADP
The economics

A 2,500-life case,
two ways.

Same carriers. Same employees. Same take rate. The only thing that changes is who ends up with the commission.

Today
With a co-BOR enrollment firm

You refer out. They keep most of the money.

Annualized premium$2,250,000
Heaped Y1 commission (15%)$337,500
Enrollment firm split (65%)−$219,375
Renewal trailSplit 65/35
Post-enrollment advocacyTheirs
Producer of recordCo-BOR
Net to your brokerage · Y1
$118,125
You brought the client. You lose the economics, the data, and most of the renewal.
With Keel
The software your practice runs on

You stay BOR. The commission comes home.

Annualized premium$2,250,000
Heaped Y1 commission (15%)$337,500
Keel · flat SaaS fee−flat fee
Renewal trail100% yours
Post-enrollment advocacyYours
Producer of recordYou
Net to your brokerage · Y1
$307,500+
You own the catalog, the recommendations, the renewal, the data. Keel is just the software.
Illustrative. 2,500 lives · $75 avg annualized premium per life · 15% heaped · typical 50–75% co-BOR split.
How it works

Three weeks from signed
to year-round live.

You configure the practice. We run the software. Every recommendation Keel makes is tied to a rule your licensed producer approved — with a full audit trail.

01 · Configure·

Your catalog,
your rules.

Your licensed team loads the product catalog — carriers, plans, rates, eligibility — and sets the recommendation logic. Keel doesn't suggest anything you haven't signed off on.
Carrier appointments stay with you
Producer of record stays with you
Every rule versioned and auditable
02 · Deploy·

The enrollment
agent goes live.

Ava runs enrollment year-round on your brand — not a two-week open enrollment window. Employees get a counselor that knows their plan data, their HSA, their prior claims, and your catalog.
HRIS-synced, claims-aware
Can recommend SKIP when it's the right answer
72% typical engagement · 61% take rate
03 · Own the renewal·

BOR, advocacy,
trail — all yours.

No co-BOR. No enrollment firm in the renewal conversation. Keel hands you a renewal packet your team uses to defend the account, expand the catalog, and compound the trail.
Year-over-year persistency data
Claim utilization by product
Employee advocacy sentiment
The product

Two surfaces.
One practice.

Your team runs the command center. Your employees meet Ava. Keel is the software layer between them — versioned, audited, under your control.

§ 01 — Command center

The operating system for
your voluntary practice.

A broker-facing admin where your licensed team runs the book. Case health, take-rate by cohort, Ava recommendation logs, compliance audit trail, carrier performance, commission forecast. Everything, in one pane.
Case
Lives
Status
Take
Acme Industrial
2,487
Live
63%
Zenith Logistics
1,140
Live
71%
Northstar Hotels
3,802
Review
—
Bayshore Medical
890
Live
58%
Summit Manufacturing
4,210
Draft
—
Open the broker demo →
Take rate

Typical
enrollment lift.

Across live cases, Ava-led enrollment outperforms enrollment-firm counselors on take rate — because Ava runs year-round and knows the employee's plan data.
+34%
vs. legacy benchmark
Time to live

From signed case
to year-round.

HRIS integration, carrier setup, catalog approval, compliance review, launch. Most cases are producing commission within three weeks.
21 days
median time to live
§ 02 — Ava, the enrollment agent

A benefits counselor
that's actually available.

Ava is the employee-facing agent running on your catalog. She knows their plan data, their claims, their HSA, their dependents. She can recommend SKIP. She's on brand, on script, on the record.
Ava · 2,487 lives · approved rule v24
Should I buy hospital indemnity this year?
Your HSA balance is already $8,400 and you're on a low-deductible PPO. Hospital indemnity would overlap. I'd skip it this year and revisit if you switch to the HDHP in 2027.
What about critical illness?
Worth a look. Your family history on file suggests it's defensible coverage. $20/month covers $20K. Want the plan details?
Try Ava as an employee →
You stay the producer of record

We're not a broker.
We're not an MGA.
We're the software.

Keel is not licensed to sell insurance — and we don't try to be. Your licensed producers approve the rules. Your carrier appointments stay with you. Every AI recommendation is tied to a human-approved rule with a full audit trail. It's the same safe-harbor architecture Benefitfocus and bSwift use — we just built a better product on top of it.

SOC 2 Type II
HIPAA
ESIGN / UETA
NAIC Model Bulletin aware
NY DFS CL-7 aware
CO SB21-169
01
Human-in-the-loop by design. Every Ava recommendation is bound to a rule your licensed producer approved. Nothing Ava says to an employee is unsupervised AI output.
02
Audit trail for every interaction. Which producer approved which rule, when, and what the employee saw. Discoverable for state DOIs and DOL. Immutable.
03
Licensing stays with your team. You own the carrier appointments. You file the AAPs. Your producers hold the L&H licenses. Keel never touches commission.
04
Enterprise data posture. SSO, SCIM, at-rest encryption, customer-managed keys, regional data residency. Built for a top-ten brokerage's security review, not a startup's.
Integrations

Your stack,
wired in.

Carriers on the back, HRIS on the front. Every connection is direct — no scraping, no middleware, no "roadmap Q3."

Carriers · voluntary products
MetLife
Sun Life
Aflac
Guardian
UNUM
Chubb
Colonial Life
Lincoln Financial
Allstate
Voya
Mutual of Omaha
Reliance Matrix
HRIS & payroll
Workday
UKG
ADP
Rippling
Paylocity
Paycor
Gusto
BambooHR
Ceridian Dayforce
Oracle HCM
SAP SuccessFactors
isolved
"
Our voluntary practice was a commission donor to enrollment firms for fifteen years. With Keel, our team runs the catalog, owns the recommendation logic, and keeps the trail. It's the first time the tech has been ahead of us instead of behind.
VP
VP, Voluntary Benefits Practice
Top-10 national brokerage · 8,400 employer clients
Book a demo

Enrollment firms
aren't coming back.
Your practice is.

30 minutes. We'll walk your team through the command center, a live Ava session, and the three cases most similar to yours. You'll leave with a case-level commission model.

Book a 30-min demo → See the product first