Franklin Madison

The story of Franklin Madison begins not with a startup, but with a strategic rebranding. Its origins trace back to Madison Financial, a business started in the 1960s. For decades, the company operated as a key player in insurance marketing, eventually becoming known as Affinion Insurance Solutions. The business model was straightforward: partner with banks and credit unions to offer insurance products to their customers, leveraging data to market effectively through direct mail and digital channels. A pivotal moment occurred in July 2018, when the private equity firm Mill Point Capital acquired the company from cxLoyalty, setting the stage for a new chapter. This transition was finalized in November 2018 when the company was renamed Franklin Madison. The name was a deliberate choice, honoring its headquarters in Franklin, Tennessee, and its historical roots in Madison Financial. Under the leadership of President and CEO Robert Dudacek, the company embraced its new identity as an independent entity. With a history spanning over 50 years, Franklin Madison has established itself by providing marketing, distribution, and administration services for insurance products. This allows over 3,500 financial institutions to generate revenue and increase customer loyalty without having to build the infrastructure themselves. In August 2022, Franklin Madison expanded its capabilities by acquiring SeQuel Response, a direct marketing agency, to strengthen its data-driven marketing services. Today, the company continues to operate as a marketplace and marketing partner in the insurance space, connecting millions of consumers to insurance plans from various carriers.