# Verity Group Life Care Planning Business Assessment & Market Analysis Scope

**February 13, 2026 at 10:09 AM** · 34m 59s · Participants: Matt Sheakley, James Adcock, Brent Sitarski, JD Busfield

This call focused on scoping a market analysis project for Verity Group, a life care planning business acquired as part of a package deal in February 2024. The business generates $4 million in revenue but has significant customer concentration risk, with 60% ($2.4M) coming from one law firm (Simon & Simon in Naples, Florida). The leadership team (Speakers B and C/Matt) is trying to decide whether to invest in growing the business or shut it down. They lack clarity on the total addressable market, competitive landscape, and growth strategies. Speaker A (James) and Speaker D (JD) are consultants being engaged to conduct market research. The discussion covered the business model (life care planners as contractors serving plaintiff attorneys and insurance companies), competitive analysis needs, customer acquisition strategies, and potential roll-up opportunities of independent practitioners. Key uncertainties include the size of the market, replicability of the Simon & Simon relationship, and whether AI could disrupt the industry. The consultants will provide a scope of work and cost estimate by early next week.

### Action Items
- [ ] Research and analyze life care planning industry associations, conferences, and practitioner directories — @James Adcock `high`
- [ ] Conduct outreach to personal injury law firms to understand their decision-making criteria for life care planning services — @James Adcock `high`
- [ ] Connect with insurance carriers and brokers to understand their perspective on life care planning services — @James Adcock `high`
- [ ] Catalog and categorize competitive landscape (single practitioners, PE-backed platforms, larger groups) — @James Adcock `high`
- [ ] Access industry databases for market size, trends, and forward-looking projections (5-7 years historical + forecast) — @James Adcock `high`
- [ ] Prepare and send scope of work document with cost structure and timeline estimate — @James Adcock `high` (due 2025-01-27)
- [ ] Review scope of work and cost estimate to decide whether to proceed — @Brent Sitarski `high`
- [ ] Send data book from the acquisition with historical financials broken down by business lines — @Brent Sitarski `medium`
- [ ] Conduct keyword analysis and PPC/SEO potential for customer acquisition with ROI projections — @JD Busfield `medium`
- [ ] Prepare document request list for Verity Group materials needed for analysis — @James Adcock `medium`
- [ ] Send link to Life Care Planning Professionals (San Antonio PE-backed competitor) — @James Adcock `low`
- [ ] Dig up information on the independent practitioner who wanted to sell her $275K book of business — @Brent Sitarski `low`

### Topics
Life care planning business model and operations, Customer concentration risk with Simon & Simon law firm (60% of revenue), Total addressable market analysis needed, Competitive landscape including PE-backed firms and independent practitioners, Two-sided market: plaintiff attorneys vs insurance defense, Key person risk (Dina, operations leader with 20+ years tenure), Independent contractor life care planner model, Potential M&A roll-up strategy for sole practitioners, Customer acquisition strategies and lead generation, AI disruption risk assessment, Project scope, deliverables, timeline and costs

**Sentiment:** neutral

---
*Generated by Call Assistant on 2026-04-09 13:16*