Rory F. Dougherty: The founder and owner
Rory F. Dougherty is the founder, President, and CEO of Senior Life Services. He established the company as a division of Florida Insurance Services, Inc. (FIS) in the mid-1990s, though its roots through FIS trace back to 1978. Initially known as the Florida Health Agency of Vero Beach, FIS grew to become a major provider of life, health, and annuity products in Florida and gained national recognition.
Dougherty's leadership has guided the company's growth and specialization in final expense life insurance for seniors. The company is headquartered in Vero Beach, Florida, and has expanded its services across 42 states. As a privately held company, its ownership and strategic decisions remain under Dougherty's control, rather than being subject to public shareholders.
The corporate structure and history of Senior Life Services
Senior Life Services (SLS) is a legitimate business and is accredited with an A+ rating by the Better Business Bureau (BBB). It is crucial to distinguish it from the unrelated Senior Life Insurance Company, which is an insurance carrier founded in 1970. Senior Life Services functions as a brokerage, connecting seniors with various insurance products from multiple carriers. This means that while SLS is an insurance company, it does not underwrite its own policies but rather works with a network of other insurance companies to find coverage for its clients.
Comparison: Senior Life Services vs. Senior Life Insurance Company
To avoid confusion, here is a comparison of the two distinct entities:
| Feature | Senior Life Services (SLS) | Senior Life Insurance Company (SLIC) |
|---|---|---|
| Ownership | Privately held by Rory F. Dougherty | Privately owned, founded by Ron Powell |
| Business Model | Independent insurance brokerage/agency; sells products from multiple carriers | Insurance carrier; underwrites and sells its own insurance policies |
| Foundation | Established as a division of Florida Insurance Services in 1996, renamed in 1997 | Founded in 1970 |
| Headquarters | Vero Beach, Florida | Thomasville, Georgia |
| BBB Rating | A+ accredited | A+ rated, but not BBB accredited |
| Product Focus | Final expense life insurance from various carriers | Final expense life insurance policies for those under 85 |
| Agent Leads | Provides free leads to its agents | Also an agent-focused company, offering support for its agents |
The role of Florida Insurance Services, Inc.
Florida Insurance Services, Inc. (FIS) serves as the parent company of Senior Life Services. FIS, also founded by Rory F. Dougherty, has been in operation since 1978 and originally went by the name Florida Health Agency of Vero Beach. Over the decades, it built a strong reputation as a regional provider of life, health, and annuity products. The eventual creation and expansion of the Senior Life Services division allowed the company to focus its expertise on the growing national market for final expense coverage for seniors.
Expansion and national reach
Under Dougherty's leadership, Senior Life Services grew from a regional division into a national provider, now operating in 42 states. This expansion demonstrates the company's ability to scale its business model and adapt to a broader market. The company's focus on final expense life insurance addresses a specific need in the market: helping families cover funeral and other end-of-life costs. By working with numerous carriers, SLS aims to provide affordable and accessible protection to its clients.
A note on agent satisfaction and business model
Some reviews from agents have raised concerns about compensation levels in exchange for provided leads. While the company's A+ BBB rating reflects positive customer experiences and ethical business practices, the agent-facing side of the business has received mixed feedback. The company's model provides agents with free leads, but this often results in lower commission percentages compared to independent brokers who source their own leads. This tradeoff is an important factor for prospective agents to consider when evaluating the company.
Conclusion
The owner of Senior Life Services is Rory F. Dougherty, who is also the company's founder, President, and CEO. The company is a privately held subsidiary of Florida Insurance Services, Inc., which Dougherty also founded. As an insurance brokerage, Senior Life Services specializes in final expense life insurance for seniors, distinguishing itself from the similarly named Senior Life Insurance Company, which is a separate entity and an insurance carrier. Under Dougherty's long-term leadership, Senior Life Services has established a national presence by focusing on serving the senior market.
Authoritative resource
For more details on Senior Life Services, visit their official website: Senior Life Services
