Our Roots

Our Story


Brokers Alliance® has been a presence in insurance distribution and support for over 35 years. Founded in Illinois by Joseph Racich, a recognized pioneer and visionary in insurance distribution and support for independent professionals, Brokers Alliance® relocated to Fountain Hills, Arizona, in 1995.  Since its inception, Brokers Alliance® has grown steadily to become one of the largest major distributors of life insurance, annuity, long term care, disability insurance, and RIA solutions with offices in 11 states.

A new era began when Joe's son, David, acquired Brokers Alliance® and merged his online marketing and software development company into Brokers Alliance®. David was a leader in the early days of internet marketing at developing and operating online platforms and sales call centers. David's associate in those early years of internet marketing, Eric Palmer, has assumed the Chief Marketing Officer leadership role for the firm, while long-time staffer Jessica Lopez took on the responsibility of Chief Operating Officer. Today, Brokers Alliance® boasts a staff of 50+ associates working at the corporate offices in Fountain Hills, AZ, and throughout the United States. Joe Racich remains involved in developing innovative insurance product solutions for Brokers Alliance®.

A True Marketing Company from Inception!


Our Founder, Joseph Racich:

Joe started writing life insurance as an independent broker in 1978. He founded his General Agency, RAAN Marketing, Inc. in February 1982. Joe founded the first Brokers Alliance® in the town of Homewood, Illinois. He expanded in 1995 by establishing the Fountain Hills, Arizona office.

Joe Racich also created a revolutionary, in its time, newspaper called the Illinois Broker and creative solution for Brokers Alliance®, the insurance brokerage that Joe Racich was part-owner of in 1990. As a way of bringing legitimate news to the insurance community, Joe saw the vision of Illinois Broker as that channel of communication. It would also provide a means of low-cost or free advertising to his brokerage company. Illinois Broker was set up as a separate company with a goal of creating the statewide insurance publication that provided the entire industry a means of communicating with the independent insurance brokers in Illinois. Competitors of Brokers Alliance® paid to advertise in the publication to reach the 50,000 plus agents/brokers in the state.

In a short few years, the publication was thriving as the largest and most widely read publication in the state for insurance professionals. Joe expanded it along with his brokerage company to Arizona, and then Nevada. The success was so good that counterparts in other states approached Joe about how they might do the same in their states. In a stroke of new genius, Joe and his partner developed a licensing system whereby other brokerage companies could finance their own version of Illinois Broker in their home state, while Joe's team managed the production, articles, advertising, etc. At this time the name was changed to Broker News, and then regionally branded by the licensees of the Broker News name. Within 10 years, Broker News was being circulated to more than 600,000 agents in 20 regions/states.

Joe's ability to see opportunities in his field are unparallelled, and substantial. Thus, he is seen as a pioneer of innovation in the insurance marketing industry, and has been awarded top contracts and annual sales awards each year.