Enhanced API connectivity automates RFP data exchange, reduces manual intervention, and creates a more efficient, user-friendly broker experience

CLEVELAND, May 7, 2026 /PRNewswire/ -- Centro Benefits Research (Centro), an ancillary benefits consulting, employee communications and technology firm representing many of the top Brokers in the U.S., today announced the expansion of its API integration with Lincoln Financial (Lincoln), adding RFP (Request for Proposal) to its broker-carrier platform. Building on the successful launch of Lincoln's policy API connection in 2025, this latest integration further streamlines data exchange enhancing the broker experience.

The new integration allows RFP data submitted through the Centro Broker Portal to flow directly to Lincoln, reducing the need for manual entry and minimizing administrative friction. By automating the data exchange, brokers can expect faster turnaround times, improved accuracy, and a more seamless submission process.

"This initiative reflects what's possible when strong partners come together with a shared vision," said Treg Balding, President, Centro Benefits Research. "By working closely with Lincoln, we've been able to leverage technology to streamline processes, reduce manual touchpoints, and deliver a more efficient, connected experience for brokers and their clients."

The integration delivers several key benefits, including automated data transfer from the Centro Broker Portal directly into Lincoln systems, eliminating rekeying and reducing the potential for human error. In addition to accelerating the RFP submission and response process, this solution enhances the broker experience by creating a more streamlined and user-friendly workflow.

"Our continued work with Centro reflects a shared commitment to simplifying the broker experience through smarter, more connected technology," commented Patrick Sullivan, Vice President of InsurTech Strategy Enablement, Lincoln Financial. "By expanding our API integration to include RFP and quoting capabilities, we're helping brokers move faster, reduce administrative burden, and better serve their clients."

This latest expansion highlights Centro's ongoing commitment to modernizing broker-carrier workflows. By continuously integrating leading carriers like Lincoln into its API ecosystem, Centro is enabling brokers to move faster, reduce manual touchpoints, and deliver greater value to clients.

About Centro Benefits Research

Centro Benefits Research is an ancillary benefits, employee communications and technology consulting firm that enables brokers and carriers to deliver the best possible outcomes for their mutual customers through powerful research, deep industry expertise and the creation of digitally focused platform efficiencies that drive business growth. Centro's mission remains squarely focused on bringing modern technology to a legacy insurance process and helping all stakeholders in the system work more effectively. For information, visit centrobenefitsresearch.com.

About Lincoln Financial Group

Lincoln Financial helps people to plan, protect and retire with confidence. As of December 31, 2023, approximately 17 million customers trust our guidance and solutions across four core businesses – annuities, life insurance, group protection, and retirement plan services. As of September 30, 2024, the company had $324 billion in end-of-period account balances, net of reinsurance. Headquartered in Radnor, Pa., Lincoln Financial is the marketing name for Lincoln National Corporation (NYSE: LNC) and its affiliates. Learn more at LincolnFinancial.com.

Media contacts:

Rachel Pennington, Marketing and Communications, Centro, [email protected]

Ty Gowen, Marketing, Lincoln, [email protected]

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SOURCE Centro Benefits Research