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Simplicity Acquires AssetLock and Welcomes Jason Jenkins as Partner and Executive Vice President of Marketing

Simplicity Acquires AssetLock and Welcomes Jason Jenkins as Partner and Executive Vice President of Marketing

Leading Financial Distribution and Marketing Organization to Equip Advisor Base with Investment and Retirement Account Communication Technology

PR Newswire

NEW YORK, Sept. 13, 2018 /PRNewswire/ — Simplicity Group Holdings (Simplicity) announced today that it has acquired investment and retirement account communication technology, AssetLock, and that it welcomes AssetLock’s founder, Jason Jenkins, as a new partner. In addition to assisting advisors enhance their business with AssetLock, Mr. Jenkins will also serve as Executive Vice President of Marketing at the Simplicity Group Holdings level.

(PRNewsfoto/Simplicity Group Holdings)

“Our vision is to become the premier financial institution that supports independent financial advisors in executing their commitments to their clients and achieving their professional goals,” stated Bruce Donaldson, CEO of Simplicity. “We believe that AssetLock coupled with Jenkins’ leadership will advance our organization in delivering this vision.”

Simplicity acquired AssetLock for its extensive communication abilities and marketing influence. The software and app were designed to meet the needs of the independent advisor while satisfying the demands of investor clients. Through AssetLock, advisors are able to improve client retention by streamlining important account communications – working to keep the advisor top-of-mind. AssetLock-Equipped Advisors also receive access to field-tested lead generation strategies and marketing resources. Finally, through the app, clients can utilize an innovative referral feature that allows them to easily send new business to the advisor, while allowing the advisor to track the referral and referral source through their AssetLock dashboard.

“We’ve seen AssetLock completely transform an advisor’s practice in a matter of a few months, specifically in the area of new business acquisition – we just had to have that for our advisor network,” said Donaldson.

The AssetLock transaction marks another milestone for Simplicity as the 10th organization to join the Simplicity group. Through acquisition and partnership of financial technology companies and top insurance distribution organizations, Simplicity seeks to provide sophisticated business solutions that will attract the industry’s best in leadership, talent, advisors, and future partners. Simplicity will continue to add new businesses to its platform over the coming years.

“Partnering with Simplicity was an easy decision,” said Jason Jenkins, Founder of AssetLock. “I believe in the organization’s mission and leadership, and I have confidence that AssetLock will play a key role in making Simplicity the leading financial institution in the independent space.”

For more information on how advisors can become AssetLock-equipped, please visit:

About AssetLock
AssetLock is award-winning investment and retirement account monitoring software that streamlines communication between the account holder and financial advisor. The software monitors account values and provides e-mail and text notifications to the account owner when new highs have been reached, and when the account value declines to the owner’s pre-determined risk threshold. If the account value breaches the account holder’s risk threshold, the software will notify the owner and his or her AssetLock-Equipped advisor to carry out the pre-determined action when the account was invested, or it will notify the owner to prompt a discussion with his or her plan provider about making possible adjustments to the retirement plan. For more information about AssetLock please visit www.AssetLock.com.

About Simplicity Group Holdings
Simplicity Group Holdings has acquired and owns nine insurance distribution businesses and is one of the nation’s largest financial marketing organizations–providing annuity, life insurance, and retirement solutions to independent insurance professionals, financial advisors and their clients through its operating subsidiaries. For more information about Simplicity please visit: www.simplicitygroupholdings.com.

AssetLock is tracking software used to monitor the performance of a client’s portfolio, and to predetermine the amount of downside the client is willing to tolerate. It is NOT an actual stop order and will NOT automatically sell the individual securities in the portfolio. Therefore, the AssetLock value is a reference point to encourage a conversation between the advisor/firm and the client to determine if the client’s portfolio should remain unchanged, reset the AssetLock percentage by reallocating to a different risk profile, liquidate part or all of their portfolio or opt out of AssetLock.


Jason Jenkins, EVP Marketing
Simplicity Group Holdings, Inc.
P: 860-724-4509
E: jasonjenkins@simplicitymarketing.com

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SOURCE Simplicity Group Holdings

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