ThreeFlow

High-Level Overview

ThreeFlow is a technology company that builds the first Benefits Placement System (BPS), a SaaS platform automating workflows for benefits brokers, insurance carriers, and employer clients in the employee benefits insurance market.[1][2][3][5] It serves mid-to-large employers placing over $150B annually in benefits like medical stop-loss, life, disability, dental, vision, and worksite products, solving manual, error-prone processes that hinder productivity by enabling a shared system for quoting, comparing bids, analysis, presentation, and implementation.[1][2][5] The platform has shown strong growth, facilitating over $200M in premium transactions in 2020 (10x from 2019), quadrupling broker users and tripling carrier partners that year, while achieving SOC 2 Type 2 and HITRUST e1 compliance to support scaling.[2][4]

Origin Story

Founded in 2015 as WatchTower by co-founders Ryan Sachtjen (CEO), Shaheeb Roshan (CTO), and an unnamed COO, ThreeFlow emerged from the team's direct experience with industry pain points like administrative complexity in buying, selling, and managing insurance.[1][2][7] The idea crystallized around creating a unified system to replace antiquated, low-tech workflows in the $150B mid-to-large employee benefits market; in 2020, it rebranded to ThreeFlow, raised $8M from Emergence Capital (led by Joe Floyd), Equal Ventures, and First Trust Capital Partners, and expanded its mission to build the BPS category.[2][7] Early traction included rapid adoption by over 40 major carriers and brokers, with 2020 marking 10x premium growth amid the rebrand.[2]

Core Differentiators

• Pioneering BPS Category: First shared enterprise software for the full benefits placement lifecycle—from RFPs and renewals to post-sale AMS integration—eliminating PDF errors and manual tracking.[1][2][3][5]
• Seamless Collaboration: Connects brokers, carriers, and employers in one system for real-time quoting, bid comparison, strategy discussions, and faster market evaluation, boosting productivity.[1][2][5]
• Compliance and Security Focus: Built-in SOC 2 Type 2 and HITRUST e1 from day one, with scalable governance for AI-driven features and vendor assessments, positioning it as an industry security leader.[4]
• Proven Scalability: Fully remote team of ~115 using modern tools (Salesforce, Slack, Jira); 2020 growth metrics show efficiency for carriers (quicker quoting) and brokers (better client decisions).[2][3]

Role in the Broader Tech Landscape

ThreeFlow rides the vertical SaaS wave in insurtech, modernizing a stagnant $150B employee benefits sector long overlooked amid rising demand for efficient HR tech and benefits amid workforce shifts.[2][4][6] Timing aligns with post-2020 remote work and compliance needs, amplified by AI potential for secure automation; market forces like regulatory scrutiny and broker-carrier fragmentation favor its shared-system model over legacy tools.[1][4] It influences the ecosystem by setting BPS standards, enabling carriers to win more business and brokers to deliver data-driven advice, akin to Veeva in life sciences or Blend in fintech, potentially accelerating industry-wide digitization.[2]

Quick Take & Future Outlook

ThreeFlow is poised for accelerated expansion as the BPS leader, leveraging compliance edge and AI integrations to capture more of the mid-market benefits flow amid insurtech consolidation.[4] Trends like AI-enhanced quoting, hybrid work benefits demands, and regulatory evolution will propel growth, with Emergence's backing signaling path to iconic status.[2][7] Its influence may evolve from workflow disruptor to ecosystem orchestrator, powering smarter decisions in a $150B+ market and redefining broker-carrier dynamics.