Our story
Elevating
Group Acquisitions
M2B Group Partners is a joint venture between Benefluent and M-Squared Advisory. Together, we bring a unified vision for the Canadian Group Benefits landscape, combining industry insight with a commitment to client‑first outcomes.
Our model allows us to execute smooth acquisitions of group insurance and retirement blocks, helping our partners unlock embedded value, streamline operations by refocusing on their core business, or seamlessly transition their book.
We are dedicated to building a future where thoughtful, well ‑structured transitions create opportunities for our partners, elevating how individual advisors and small group practices exit the space.
Our Approach
Expertise in Group Insurance & Block Transfers
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We identify strong-fit partnerships where you, your clients, and our team all mutually benefit
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We work with you to structure a deal that respects what you’ve built and sets it up for long-term success
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We integrate your benefits and retirement block into a proven, scalable service model
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We leverage our insurer and provider network to improve pricing, options, and overall plan value
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We ensure a smooth transition that protects your clients and maintains continuity
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Experience the M2B Difference
Creating Win-Win-Win Scenarios for All Involved.
Legacy Transfer
We offer a respectful, structured path towards transferring your group benefits and retirement business, without disrupting the trust you have built. You transition your group relationships and focus on the areas where you add the most value, while we take full responsibility for the group segment and its ongoing stewardship.
Employee Benefits & Retirement
With decades of group insurance & retirement experience, we offer focused expertise that general insurance advisors simply cannot replicate. In a segment defined by rising claims costs, shifting regulation, and rapid tech change, many non‑specialists are starting to lose ground. Our group focus helps your clients adapt and stay securely ahead.
Seamless Group Acquisitions
We are uniquely positioned to execute group block purchases while delivering proven advisory value to your clients. With decades of combined experience across insurance operations and business acquisitions, we help individual advisors and small firms confidently exit the complex group benefits space and refocus on core strengths or their next phase .
Meet the Team
Sam Beales
Founding Principal of Benefluent Advisory Inc., a modern employee benefits and group retirement consulting firm in the Oakville–Burlington area.
As a forward-thinking advisor, Sam specializes in modernizing group insurance and retirement savings strategies so organizations can attract and retain top talent while supporting employees’ long-term financial well-being.
Passionate about businesses and the people who power them, Sam founded Benefluent with a clear vision: help companies build thriving workplaces & brighter futures for their teams through practical, data-informed, people-first benefits advice.
Anthony Marotta
Principal & Founder of M-Squared Advisory, a specialized M&A advisory firm that bridges the gap between 'main street' business owners and acquirers.
As an experienced investor, M&A advisor, and operator, Anthony is focused on helping entrepreneurs execute thoughtful win-win acquisitions.
Anthony has been investing in private companies for decades and has led around three dozen M&A transactions, enabling 'main street' entrepreneurs achieve their financial goals. Anthony brings a disciplined approach to managing complex M&A processes, effectively managing the interests of stakeholders on both sides to achieve the best possible outcomes.
Frequently Asked Questions
Partnering for Strategic Growth
We specialize in small-to-medium-sized employee benefits and group retirement savings blocks across Canada. You may be a general insurance, life, or wealth advisor looking to refocus on core competencies, or a dedicated group specialist transitioning towards retirement. We help you capitalize on the group block you have built and ensure client continuity.
Our process is simple. We first get to know each other and gather some basic information about your group insurance business. If there is a fit, we perform a comprehensive review and make you an offer. From there, you transition your group client relationships, the acquisition closes and you receive payment.
Your clients will continue to receive quality service & advice. By leveraging our years of industry experience, back office team and shared infrastructure, clients often experience enhanced operational efficiency and access to more specialized expertise post-transition.
We are specialists who care deeply about your clients, your legacy, and the continuation of the relationships you’ve built. With over 25 years of industry-specific M&A and insurance expertise, we are uniquely positioned to acquire small blocks of group business—a space where many larger acquirers and consolidators often lose interest.
We focus on small- to mid-sized group benefits and retirement blocks, particularly where advisors are seeking a clean, professional transition out of the space. That said, we evaluate each opportunity on its own merits and remain open to conversations across all block sizes where there is a strong mutual fit.
Trusted By
Group Clients
& Advisors
"Working with Sam Beales at Benefluent Advisory, we were able to collaborate & build a very good & sustainable program. On top of the reasonable costs, Sam really helped in another important way: he minimized the bureaucracy for us! Sam possesses a great deal of benefits knowledge and manages the benefit providers on our behalf, making the whole process so simple. Our annual renewal rates have been very reasonable. Sam is a joy to work with and I would (and have) recommend him to other firms looking to modernize their benefits & savings programs."
CEO & Editor-In-Chief
"Anthony is an outstanding M&A advisor who navigates complex transactions through a comprehensive understanding of the full M&A process, a strategic perspective throughout, and exceptional emotional intelligence. He expertly manages the interests of stakeholders on both sides to achieve the best possible outcomes. I highly recommend Anthony to anyone looking for a knowledgeable and relationship-driven advisor who can be trusted to help them achieve their goals when buying or selling a business.
Investment Partner
"Our organization has partnered with Sam Beales & the Benefluent Advisory team for over five years now. Their collective expertise in the group benefits & group retirement savings space has been instrumental in supporting our team.
Benefluent’s thoughtful approach to plan management, attention to detail, and deep understanding of the group benefits industry landscape have helped us maintain a program that balances cost efficiency with exceptional employee value."
Director, Finance & Administration
"I had the opportunity to work closely with Anthony where we collaborated on multiple investments. Anthony consistently demonstrated excellent organizational and analytical skills. Anthony's meticulous approach ensured that all aspects of each investment were carefully evaluated, providing a solid foundation for our decision-making. Anthony was instrumental in our success, and I am confident that he will bring the same level of expertise and dedication to other clients."