About Us

Our Mission

InsMark is focused on helping both consumers and financial service professionals identify, understand, and capitalize on planning opportunities that exist or arise due to market conditions or tax law. 

We are committed to using creativity, innovation, and real-world expertise in designing products and services that generate easy-to-understand solutions to complex financial issues. 

We are dedicated to helping our clients use our products and services effectively through superior customer relations. 


InsMark was established by Robert B. Ritter, Jr., in 1983 to provide illustration software and related marketing services for the insurance and financial services industry. InsMark provides its customer base with marketing strategies derived from his extensive experience in the upscale personal and business insurance markets.

Prior to the formation of InsMark, Bob Ritter had been an agent and general agent with Mass Mutual Life Insurance Company followed by several years as an independent broker. Until the development of InsMark, he was a consistent qualifier for the insurance industry's most exclusive marketing groups -- the MDRT's Top Of The Table and the International Forum.

Product Technology

InsMark's product line utilizes a unique approach to illustrating all forms of cash value life insurance illustration systems. Illustration design requires the coordination of three disciplines: actuarial, legal and creative presentation, and no system is good at mastering all three.

InsMark deals solely with creative presentations -- leaving actuarial and legal considerations to the carrier's primary illustration system. To do this, InsMark developed its proprietary specifications (Button File) that each licensed insurance company uses to create "The Link" of data from its illustration systems.

With this approach, the field producer can present InsMark illustrations as "top page" concept proposals or, as the MDRT has called them, "diet" proposals. Mathematical and legal compliance is covered by requiring that the insurance company's illustrations must accompany the InsMark presentation. To this end, InsMark was the driving force behind the NAIC's acceptance of "supplemental illustrations" as a special presentation category.

Although client companies often request customization of InsMark output for compliance purposes, separating the creative presentation from the actuarial number crunching gives InsMark -- and its customers -- a distinct advantage in software development. Typically, such development requires an extensive commitment of time and dollars due to the actuarial demands of the project. This leaves little time or resources to develop the artistic portion of the presentation.

InsMark's linking technology allows its research and development staff to concentrate on the artistic aspects of the presentation. Proving that this technique works, InsMark is the only illustration system consistently asked for by name by insurance producers in the field.

Security Features

InsMark Systems feature tight integration with each insurance company's illustration system (whether web-based or disk-based) through the Button File Link technology. The Button File Link is encrypted, and links only with InsMark products authorized by each insurance company. Only users authorized by each licensed insurance company can access that company's data.

Market Share

InsMark has three times as many client companies as its nearest competitor, and thousands of producers use InsMark products. Sales to insurance companies are produced by InsMark's corporate marketing staff. Sales to individual producers are made through an in-house retail sales force.