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The Simplicity Group entered into a definitive agreement to acquire LifePro Financial Services Inc., a San Diego-based financial products distribution business. Financial terms of the deal were not disclosed. 

The move, announced July 7, is the 39th acquisition for Summit-based Simplicity, which recently added Element Insurance Partners of Omaha. 

With additional resources from Simplicity, current CEO Heather Ulz, President Ben Nevejans and the LifePro team will continue to manage LifePro, which offers life, annuity, long-term care and securities-based insurance for financial professionals. 

“LifePro combines the best of a well-respected founder culture, an exceptional management team, and an employee-ownership mentality that are the hallmarks of great, enduring businesses,” Simplicity President and CEO Bruce Donaldson said in a statement. “Simplicity has an unrivalled track record of helping our new partners grow their business and better serve their clients and we will work to support LifePro’s current growth trajectory.” 

Ulz and Nevejans shared their excitement about joining Simplicity and said the partnership will only help the company grow. 

“We have had a long and successful relationship with Simplicity and are excited to join the group, work alongside a network of talented professionals, and tap into their extensive resources,” Ulz said.  

Nevejans added, “Joining forces with Simplicity will allow us to accelerate our growth and focus on what we do best: deliver superior service, support, and products to help agents and advisors across the country.”