Summit-based Simplicity Group, a national leader in holistic financial planning, has announced the acquisition of LeSourd Partners, a premier brokerage general agency (BGA) based in Birmingham, Alabama.
The strategic move broadens Simplicity’s national footprint while integrating LeSourd’s high-touch life insurance expertise into its expansive platform of wealth accumulation and protection solutions.
As part of the acquisition, three industry veterans from LeSourd have joined Simplicity as Partners:
-
Jake LeSourd: Founder and industry innovator focused on high-producer relationships.
-
Diane Covin, LTCP: A financial services veteran with nearly three decades of experience in client success.
-
Kim Roberts, MBA: An expert in carrier underwriting and case management.
The addition of this leadership team reinforces Simplicity’s commitment to providing independent advisors with institutional-scale resources, including advanced marketing tools and a comprehensive wealth management product suite.
“Jake, Kim, and Diane are exceptional leaders, and we are thrilled to welcome them as Partners,” said Bruce Donaldson, Partner and CEO of Simplicity. “Their expertise will empower LeSourd’s advisors to elevate their service and grow their impact instantly.”
For LeSourd Partners, the merger provides their network of advisors with immediate access to Simplicity’s proprietary technology and broader product platform. This includes a more robust focus on integrating “accumulation” (growth) and “protection” (insurance) strategies—a hallmark of the Simplicity business model.
“Our partnership with Simplicity Group opens doors to resources we’ve always wanted for our advisors,” added Jake LeSourd. “We are now better equipped than ever to support our clients while setting a new benchmark for excellence in our industry.”
This acquisition follows a busy month for Simplicity, which recently acquired Indianapolis-based Source Brokerage on February 2. Since its founding, Simplicity has successfully completed over 65 acquisitions, positioning itself as one of the fastest-growing partnerships in the financial services sector.
