On January 30, 2026, Senior Market Sales^®(SMS), one of the industry’s premier insurance marketing organizations (IMOs), announced that it has acquired Fair Square Medicare, a technology-driven health care platform designed to simplify the Medicare experience for seniors. This strategic acquisition enhances SMS’ suite of digital tools and reinforces its commitment to providing guidance to seniors as they navigate Medicare coverage. Wilson Sonsini Goodrich & Rosati advised Fair Square on the transaction.

The partnership aligns Fair Square’s robust technological infrastructure with SMS’ national scale. SMS and parent company Alliant Insurance Services selected Fair Square to leverage its proven software capabilities and high member-retention rates. Conversely, joining SMS provides Fair Square with access to a broader network of carriers, extensive distribution channels, and the operational resources needed to scale its comprehensive care platform to a national audience.

The Wilson Sonsini team that advised Fair Square was led by Rich Mullen and Hallee Moore. The team also included:

M&A
Joy-Annette Atsegbua
Christopher Philogene
Jeremy Sharp

Corporate
Robert Broderick

Employee Benefits and Compensation
Brandon Gantus
Jessica Bliss
Laura Yun

Employment and Trade Secrets
Matt Gorman
Chimene Cooper

Tax
Myra Sutanto Shen
Rob Sherrill

Technology Transactions
Rob Parr
Allegra Sachs

For more information, please see Senior Market Sales’ news release.