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The GBL Story

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


GBL was created by a group of insurance agents on the founding principle of doing the right thing for the independent agent. Our core values have established the way we work and have structured how we provide service and support. 

Give us a call today to become part of the GBL Family and learn how we can help you WIN in your community!

Our History

1995: GBL's Birthday!

1996: Level 2 Sales Structure and Vesting Rules Implemented

To demonstrate our commitment to our affiliated agents' success, we separated our sales into two levels for maximum efficiency and to help them easily grow their income. 

We understand that our affiliated agents can't be experts on every product line and that their time is invaluable. Our unique Level 2 Sales Structure is designed to have GBL serve as the expert while affiliated agents still earn 50 percent of the new and renewal commission for the life of the policy. 

Our philosophy since the beginning is to treat our affiliated agents as equals. We believe in doing the right thing. To earn your trust, GBL vests your business 100 percent from day one. All GBL-affiliated agents are free to come and go as they please and GBL will continue to pay them on their book of business. 

1999: Agent Advisory Board Established

All key decisions at GBL are made with the help of the GBL Agent Advisory Board. Our board is made up of independent insurance agents that look out for your best interests. 

2012: Launch of GBL Marketing Services

GBL recognizes that many of our affiliated agents don't have the staff, resources, or time available to market themselves properly. To help our affiliated agents WIN, we launched our very own customized marketing department to provide them with materials, services, and strategic consultation.

2013: R.S. Doughty Associates Ltd. Merger

GBL merged with R.S. Doughty Associates Ltd. to provide our affiliated agents with an extended range of offerings.

2014: Life's Solutions @ GBL Established

GBL also provides a full-service resource hub for all of your Life Insurance, Long-Term Care, Disability, and Annuity needs.

2018: GBL Partners with Acrisure

With Acrisure, winning just got easier! Though GBL has continued to run the same, our partnership with Acrisure has meant our affiliated agents receive better tools, better compensation, and better service! Since GBL joined the Acrisure family, we have taken advantage of some of their key programs and services and then launched those to our affiliated agents. Best of all, we've only scratched the surface!

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