Highland Capital Brokerage acquires Premier Financial

What's the deal? Highland Capital Brokerage, a subsidiary of Osaic, Inc., has acquired Premier Financial, Inc., a Lincoln, Nebraska-based independent brokerage agency. The transaction closed on May 1, 2026. Financial terms were not disclosed.

Highland is a major distributor of life insurance, annuities, long-term care insurance, and disability insurance. Premier Financial, founded in 1991 by Paul Hassler, is a multi-carrier independent brokerage specialising in the same product lines, serving independent financial advisors and insurance producers.

As part of the deal, Premier Financial will rebrand to Highland Capital Brokerage. Its employees will remain working remotely, and Hassler will join Highland as a consultant.

Why now? Highland's president, Teague Wright, pointed to rapid evolution in financial services. "By acquiring Premier Financial, Inc., we are positioning Highland for further industry leadership in driving business growth and success for financial professionals across the country," he said.

Hassler said he evaluated several potential buyers before choosing Highland, citing its resources and the continuity it offers his advisors. "Our advisors will be able to continue working with the Premier Financial contacts they've trusted for more than 20 years," he said.

What could go wrong? Integration is always the hard part. Rebranding and folding a 34-year-old firm into a larger parent risks disrupting the advisor relationships that made Premier Financial attractive in the first place. Highland's promise of a "seamless experience" will be tested as clients and producers adjust to new systems and branding.

The signal: The article's existing final paragraph already serves as the Signal section, providing market context on consolidation trends, Osaic's strategy, and the implications for independent brokerage founders.

Read more: insurancenewsnet.com