Add Life

to your Agency!

Adding Life Products to your P&C Agency's portfolio of services can be a vehicle to increased retention and client satisfaction as well as adding new revenue…

We make sure your clients have the most satisfactory experience possible, making you look great comes second only to client satisfaction. 

We offer not only over 25 carriers to choose from, but also stellar case management and in-house underwriting. From start to finish our aim to make sure your clients have access to the best value and array of products as well as the most professional experience possible.  

A Grandfather's Lesson is our vow to Brokers

I learned a valuable Lesson from my Grandfather, Michael Silver, and yes I am his namesake. He came to this country with his wife, two children, and $20 in his pocket. He went on to eventually have his own business. 

He didn't have an MBA, he was just a store owner who counted revenue on a daily basis. As a matter of fact, he only completed the 5th grade when his father sent him out to help support the family. However, he taught me the most valuable lesson I have ever learned in business!


He would say, "Remember, FIRST, you make your customers... then and only then can you start to think about money! Give your customers the right service and they will stay with you forever!" 


Maybe you have been waiting for the right partner! Maybe you have been waiting for someone who understands that your clients are priority #1, whether it is $15 a month, or $15,000 a year in premium! Maybe you have been waiting for us to... 

On Your Team, Not Your Payroll




At Equitas Brokerage we know that in order to increase your Life business, we need to increase your value and business overall! We know that providing Life Products needs to be a source of added value for you and your agency and not a thorn in your side! 

We have been working with P&C Agencies for nearly a decade, providing the type of service that we know the P&C Industry demands. WE ARE A FULL SERVICE BROKERAGE from A to Z. 

This is why we offer Marketing, Branding, Advertising, and Lead Generation Services. 

As a matter of fact, we are the ONLY Life Brokerage General Agency that has their own Web Development and Branding Business Unit, Equitas webEquity


into Life!

We are here to back you up! Moreover, the service we can assist you in providing to your clients is an invaluable one they will thank you for. 


Take the Leap and increase retention while developing a new revenue stream.

Add Life To Your Agency!

What our Brokers are saying about us

Rebecca H.

Thumbs up.png

Agency Manager  

Toms River, New Jersey

"Equitas, is like my built-in Life Division, they help us expand our product portfolio without increasing our costs or liability. Most importantly, Equitas adds value to our agency and treats our clients like gold! There is only upside for us, it's just another opportunity to service our clients and have them feel like they got the full attention they deserve!"  


Let us be

your Life Coach

At Equitas Brokerage Group we strategically develop Life Business for Non-Conventional Markets including P&C Brokers, Accounting Firms, Business Consultants, Investment Advisors, etc. 


We do this by combining our insurance knowledge and access to leading carriers with a marketing and technology acumen not found in the insurance industry.


Equitas is able to offer Marketing and Technology to our Brokers as well as great access to top Life Insurance Carriers and Markets, on-site best in class Case Management and in-house Underwriting.


For more on our website development and marketing- go to our webEquity Page.



We help Brokers develop their online presence as well as increased broker tools and applications to “Make Life Happen” for P&C Brokers and others whose core competence is not Life.

This enables them to broaden their core offering, Equitas is able to not only add a new revenue stream for our brokers but also increase client retention.


We are your in-house Life Broker if you want to focus on your core business only, and a great strategic partner for underwriting and processing if you are an experienced Life Broker. 

Who Are We

Born out of one of the nation’s leading P&C Wholesalers, Equitas Life Brokerage was started by Michael Gottdank, formerly a Regional Vice President of Agency Development and Marketing with Morstan General a Hull & Hull Company.

Because of the years of experience, we have in working with non-conventional Life Markets, specifically P&C Brokers we understand the challenges that these Brokers face and we are here to help!


First and foremost, we are independent like you! We are here to offer you not only the tools and assistance you need to "Make Life Happen" - but also a stable of over 25 Life carriers so you can always offer your clients the best value and choices to suit their needs. 



The Tools To Make It Happen!

At Equitas Brokerage Group we believe in providing you with the Tools and Service that enable you to develop a thriving Life Insurance business within your Agency. The wealth of Tools and Services we provide allows you to pivot from case to case and client to client, choosing how involved you wish to be on any Life or Health case.


Our scalable platform can enable you to have complete involvement from quoting to downloading your own applications and filling them out for submission. Or as many of our Brokers do, you can utilize our Fast App TM platform which allows you to hand the case off to us seamlessly for us to follow up on quotes filling out applications, retrieving all requirements, and policy delivery.     



Our Underwriters and Case Managers are with you every step of the way, regardless of the avenue you choose. 

The Equitas Brokerage Group Team

Lisa Bali

Lead Case Manager

Lisa Bali.jpg

Lisa is the oil that makes the machine run smoothly – From application inception to completion, Lisa makes the insurance process seem effortless for both Financial Professionals or the clients she assists.
Lisa’s Job is to see the process through from beginning to end as seamlessly as possible. Lisa’s background is in Banking, Insurance and Customer Service. Lisa has worked for companies such as Clal Insurance. Lisa is a world traveler, having lived in Japan for several years and has traveled extensively throughout Asia. Lisa is Fluent in Hebrew, English, and Japanese. 

Michael Gottdank

Brokerage Director and

webEquity Creative Director

Michael Gottdank.jpg

For over 10 years Brokers and Clients alike have been turning to Michael Gottdank for his knowledge and guidance. Michael is a visionary and trailblazer who set out to change the world of insurance brokerage and he hasn’t looked back since.
He is the founder of the Equitas Group of companies which include  Equitas Life Brokerage , Equitas Webequity, and Equitas Advisors. With a Marketing and Technology background, Michael Gottdank is bringing Life Insurance to the foreground for P&C Brokers.
Michael lived overseas for many years in Europe as an expat for several fortune 500 companies where he oversaw business development in the EMEA regions. Michael is fluent in French, Dutch, Hebrew, and English.  

Jeff Caseres

Web Design (webEquity Team)

Jeff Caseres.jpeg

Jeff leads our technical implementation team that is at the heart of The Equitas webEquity Insurance Marketing Platform. Jeff has a degree in Multimedia Design & Development and is proficient in HTML5, CSS3’, JavaScript, jQuery, PHP, Illustrator, Photoshop, Dreamweaver, Flash, Premier… and the list goes on. Jeff is fluent in English and Spanish. 

Jennifer LaDell

Internal Underwriter

Jenn LaDell.jpg

With both Carrier Underwriting and MGA experience Jennifer is the source when it comes to our carrier underwriting partners.
Jennifer is one of the things that makes Equitas Brokerage Group stand out from other General Agencies, Jennifer takes the guesswork out of quoting complicated cases, which leads to better client interaction and satisfaction. More importantly, Jennifer is available to our brokers round the clock like the rest of the Equitas staff to “Make Life Happen” for your Agency.

Agnes Grenci

Broker Support and

QA (webEquity Team)


Agnes Grenci.jpg

Agnes comes with a background in software engineering and brings a wealth of efficiency and productivity in all she takes part in. Agnes is developing skill sets within not only web development but also the insurance industry in general. Agnes is a vital part of the day to day operations and works closely with the team members to add value to the Equitas affiliated brokers and agencies. 
Agnes was with CA Technologies for over 20 years as a lead software and QA team lead. 

Monica Laurie, JD

Operations and Commissions

M Laurie.jpg

With a J.D. Seton Hall University School of Law Monica heads up compliance and legal at Equitas and is a part of day to day operations. 

Monica background in finance comes from her time at ABN Amaro Bank B.V. Where she served as legal counsel. Monica is fluent in English, French, and Dutch. Monica is also responsible for Carrier and Broker reconciliation.  




Why we are like no other Life BGA

Field Support

Concierge level support that enables you to grow your Life Business while still focusing on your P&C or Accounting core. The idea is to offer more services to your clients, increasing satisfaction and retention. We are here for you and your clients 7 days a week. 

Field Support
Case Management

Supervision of all case activity with in-house underwriting ensures that your case is expedited with white glove treatment from case design to quote to delivery. We are not just throwing darts at a board, Job #1 is making you and your agency look great! 

Case Management
E- Platform
E- Platform

We use state of the art technology that allows us and you to do everything via your desktop, including on-line Quote Forms, Electronic Signatures for Applications, Requirements, and Delivery. This means once you have submitted an application we do the rest via e-signature.   

Fast-APPTM Platform
bond icon Trans.png
Fast-APPTM Platform

Life-Support enables you to hand off a client's Life Insurance needs in a simple one-page application - where we take over quoting and point of sale like an In-House Life Dept. The client is yours and we act as an extension of your Agency, we do the selling, application, REQS, and delivery for you. We do the work, you get paid!



Thanks! Message sent.


Phone: (732)-898-3288 
Florida: (954)-778-1004 
Fax: (732)-898-3266