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Teaneck, NJ → Boca Raton, FL

I sell insurance the way I wish someone had sold it to me: facts, dates, and no pressure.

I'm Martin Elefant — founder of Lyons Life, a Boca Raton boutique brokerage. Former real estate agent, former marketer, boat guy, Broncos fan in a Mets–Knicks–Islanders house. I'll tell you your best option even when your best option is to do nothing.

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Licensed life & health agent in 15 states · NPN 20765405 · Private health, ACA, Medicare, life, disability, long-term care, annuities

Martin Elefant
Lyons LifeFounded 2025 · Boca Raton, Florida
NFLBroncosDad's fault
MLBMetsQueens, obviously
NBAKnicksThrough everything
NHLIslandersLong Island loyal
Still playsFootball & hoopsWeekly
WeekendsBoatingIntracoastal
Husband8.24.21Moved to Boca days later
Dad7.1.26Best title yet
My story

Everything I know about selling, I learned renting apartments to college kids in Queens.

I grew up in Teaneck, New Jersey, in a house where the Mets, Knicks and Islanders were on the TV and, for reasons my dad never explained, the Denver Broncos were on Sundays. I played football and basketball growing up and I still do. Since moving to Florida I've added boating — a Saturday on the Intracoastal is the one thing that reliably gets me off the phone.

From 2013 to 2021 I was a real estate agent. I started by renting apartments to college students in Queens, then moved home after school and worked in New Jersey. Eight years of that teaches you one thing about people that no sales training ever will:

People buy when they're ready. Not when they're pressured.

That's the whole philosophy. I tell you the facts, I tell you how onboarding and underwriting work, I tell you the dates you need to hit for a first-of-the-month start, and then I follow up. I don't push. Sometimes the best option is to do nothing — I'll say that too. The one exception is life insurance, because the day you need it is the day you can no longer buy it.

In August 2021 I got married, and a few days after the wedding we moved to Boca Raton. New state, new career, same rule.

Martin at the wheel of a pontoon boat on the Intracoastal in Boca Raton
Martin and his wife at dinner
Why insurance

I watched good people get sold bad plans. I decided to be the other guy.

After real estate I moved into digital marketing, and then into insurance, selling life insurance at Creative Financial Network. Two things became obvious fast. First, most people had been sold whatever paid the agent best, not what fit their life. Second, the agents doing it honestly were earning commissions that reset every deal, building nothing of their own.

I wanted to be the agent who told the truth, and I wanted to build something I actually owned.

  • 2013
    Real estate, Queens → New JerseyRentals, then sales. Learned to let people decide.
  • 2021
    Married, moved to Boca RatonDays after the wedding. Pivoted into digital marketing, then insurance.
  • 2023
    Creative Financial NetworkStarted selling life insurance. Learned underwriting, carriers, and what "no pressure" costs you in a commission-first shop.
  • 2025
    Founded Lyons LifeBoca Raton boutique brokerage. Independent contracts, every line we can offer, agents who feel at home.
The leap

"You work for a company and get a low commission. Why can't you start your own firm?"

A friend asked me that over a conversation in 2025, and it was the first time I'd seriously considered it. Around the same time most of my friends at the company left to sell ACA and Medicare. I was kind of left alone, and it stopped making sense not to own my own company.

The startup cost was basically zero. The hard part was the contracts — getting appointed directly with carriers instead of through someone else's hierarchy. And I was scared. I had a sure thing if I stayed.

But I'd always wanted to own my own business and build a place agents could join and actually be happy — feel like they're home. So I left, and Lyons Life was born: a Boca Raton boutique brokerage that offers clients everything we possibly can.

Starting Lyons Life is the proudest thing I've done, besides marrying my wife and holding my son.
What I stand for

I believe people buying insurance on their own should be told the whole math — not sold the lowest monthly number.

For

Facts, dates, and follow-up

You get the real prices, the deductible and out-of-pocket math, the onboarding and underwriting steps, and the cutoff for a first-of-the-month start. Then you decide.

For

Telling you when to do nothing

If what you have is right, I'll say so and you'll hear from me at renewal. The exception is life insurance — waiting is the one mistake you can't undo.

Against

Selling the cheapest plan

The cheapest plan is the one that costs the least over the year — with your doctor in it — not the one with the smallest monthly number.

Against

Pressure, urgency, and "limited spots"

Eight years in real estate taught me people buy when they're ready. Manufactured urgency gets you a lapse in year two and a client who doesn't pick up.

Lyons Life today

One broker, every line. Shopped across 30+ carriers, built around you.

Independent means I don't work for one company. I compare the market and tell you which option fits — including the one that doesn't pay me.

Health

Private health insurance

National PPO networks for the self-employed, business owners and families who don't qualify for a subsidy. Often 30–40% under full-price marketplace plans.

Health

ACA / Marketplace

If you qualify for the subsidy, this is usually the right answer and I'll tell you so. Enrollment, renewals and the deadline math handled.

65+

Medicare

Advantage, Supplement and Part D — turning 65 or already enrolled. Keep your doctors, stop overpaying.

Protection

Life insurance

Term, whole life, IUL and final expense. The one product where "do nothing" is never the advice.

Protection

Disability & long-term care

Your paycheck is your biggest asset. Protect it, and plan for care costs before they land on your family.

Retirement

Annuities

Guaranteed income you can't outlive, protected from market loss.

Also: dental, vision and accident plans. Home, auto and commercial lines are coming as our P&C license completes.

See everything at lyons.life
A client story

Jesse bought the cheap plan. Then his doctor stopped taking it.

Jesse is a friend and an attorney. He'd bought a health plan because the monthly price was low — and that's the only reason. Here's what "cheap" actually cost him:

$5,000deductible before any copay applied
$100copay per doctor visit, after the deductible
$15,000out-of-pocket maximum for the year

Then his doctor dropped the plan. So he was paying for coverage that didn't cover the one doctor he wanted to see.

What Jesse didn't know is that as a self-employed attorney he could buy a private PPO plan, deduct the premium, and come out ahead for the year even though the monthly number was higher. The sticker price was wrong-sized for his life; the total cost was what mattered.

We moved him off the plan and onto one that worked — his doctor, lower real cost, and a tax benefit he'd been leaving on the table.

The cheapest plan is the one that costs you the least over the year, not the least per month.
See if I'm on the wrong plan
What clients say

5.0 on Google. Every one of these is a real person I still text with.

★★★★★

“Super responsive, knowledgeable, and really took the time to explain the different health plan options and help me understand what made the most sense. I highly recommend him and will definitely be referring friends and family!”

Suzannah HaganGoogle review
★★★★★

“As a business owner, Marty is the most honest, trustworthy, and genuine professional you will find. Lyons Life is about taking care of you and your family, nothing more. You're in good hands — 10/10 recommend!”

Ari SohnGoogle review
★★★★★

“Martin was amazingly helpful in securing the plan that fits my needs. He took me through all of the steps, presented options and has been there to answer all of my questions. I would highly recommend Martin to anybody looking to purchase an individual or family health insurance plan.”

Bret PearlmanGoogle review
★★★★★

“I had such a great experience working with Marty! He was extremely helpful in getting my insurance set up and made the entire process so easy and stress-free. He was knowledgeable, responsive, and took the time to answer all of my questions.”

Liora BlumenfeldGoogle review
★★★★★

“I had a great experience using Lyons Life for my health insurance needs. Marty was knowledgeable, easy to work with, and helped me get a great policy. Highly recommend!”

Ben FefermanGoogle review
★★★★★

“Martin does not rest until he got the perfect plan that fits me and my family at the best rate possible. He is amazing, and I totally recommend him.”

Mark SeidenfeldGoogle review
Read all reviews on GoogleReviews are from the Lyons Life Google Business Profile, quoted as written.
In my own words

A minute on who I am and how I work.

Book a call

Fifteen minutes. Your situation, your real options, no pitch.

Tell me what you've got and what you're worried about. I'll tell you what I'd do if I were you — including "keep what you have" if that's the answer.

Pick a time or Call / text (561) 363-7776
Follow along

Plain-English health insurance, a few times a week.

Real prices, real plans, the stuff nobody tells you until it's too late. Find me as @insurancemartin.

For agents

I built Lyons Life to be the place I wished I'd had.

If you're licensed in health or life and you're tired of a captive shop, low contracts, or a hierarchy that keeps the renewals, let's talk. We're a boutique brokerage in Boca Raton with direct and top-level contracts across health, Medicare, life and annuities — and in-house lead generation that actually works.

  • Every line under one roof: private health, ACA, Medicare, life, DI, LTC, annuities, dental, vision, accident
  • Leads generated in-house on Meta and organically, not bought from aggregators
  • A path to owning your own book
  • No pressure culture — with clients and with agents
See the agent program
Lyons Life
Lyons Life
Boutique insurance brokerage · Boca Raton, FL
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