In a move that underscores the importance of culturally responsive service and agent empowerment, Integrity, LLC has partnered with Smart Insurance, a Virginia-based independent marketing organization led by Jongjoon “JJ” Kim. This collaboration enhances both companies’ ability to deliver more accessible, comprehensive insurance coverage—especially to underserved Asian American communities.
A Mission Rooted in Community
Founded by JJ Kim, a South Korean immigrant who came to the U.S. in 1998, Smart Insurance was created with a deep understanding of the cultural and language barriers many Asian Americans face when navigating Medicare and other insurance options. Today, Smart Insurance stands out not only for its multilingual team—fluent in Cantonese, Mandarin, Japanese, Vietnamese, and Korean—but also for its dual mission: ensuring access to critical coverage and building strong agent careers.
“We want to be more than an agency,” said Kim. “We’re a support system for clients and agents alike.”
Strengthening That Mission Through Partnership
By joining Integrity’s expansive platform, Smart Insurance gains access to cutting-edge resources designed to streamline operations, amplify outreach, and support scalable growth. This includes tools like Ask Integrity™, an AI-powered assistant that enhances client interactions and decision-making, along with powerful quoting, enrollment, and policy management technologies.
“JJ and his team represent the very best of what insurance can do—uplift communities and open doors for others,” said Bryan W. Adams, Integrity’s Co-Founder and CEO. “With Integrity’s support, Smart Insurance can now serve broader populations and provide agents with even greater career-building opportunities.”
Expanding Beyond Cultural Boundaries
While Smart Insurance has been a vital resource within Asian American communities, this partnership is expected to help the agency expand its impact. JJ Kim noted that Integrity’s infrastructure and network will enable Smart Insurance to extend its reach to other underserved populations while maintaining its cultural sensitivity and high-touch service model.
A Future Built on Shared Values
At the core of this partnership is a shared commitment to inclusion, innovation, and excellence. Both organizations believe that everyone deserves access to quality insurance solutions—and that agents should be equipped with the right tools to make that happen.
“This is more than a business move,” said Tony Holland, CEO of Global Premier Benefits and Integrity Managing Partner. “It’s about building on JJ’s inspiring legacy and amplifying his impact across communities that need him most.”
About Integrity
Integrity, headquartered in Dallas, Texas, is a leading distributor of life and health insurance, and provider of innovative solutions for wealth management and retirement planning. Through its broad partner network of agents and advisors, Integrity helps millions of Americans protect their life, health and wealth with a commitment to meet them wherever they are — in person, over the phone and online. Integrity’s proprietary, cutting-edge technology helps expand the insurance and financial planning experience for all stakeholders using an omnichannel approach. In addition, Integrity develops products with carrier partners and markets them compliantly through its nationwide distribution network. Providing best-in-class service to their clients and consumers is at the center of Integrity’s holistic approach to life, health and wealth protection. The company and its partners focus on helping families and individuals prepare for the good days ahead, so they can make the most of what life brings. For more information, visit www.integrity.com.
About Smart Insurance
Smart Insurance is a Virginia-based, mission-driven agency specializing in Medicare with a focus on serving Korean American and multicultural immigrant communities. Founded in 2011, Smart Insurance was built from the ground up to provide grassroots support to agents facing cultural, linguistic and economic barriers. Today, the agency supports a nationwide network of bilingual agents, offering hands-on training and community-based outreach strategies that drive real impact. Smart Insurance is committed to helping underserved populations access vital healthcare coverage and equipping agents to build sustainable, legacy-driven careers. For more information, visit smart.solomonus.com.