California’s Nielsen Benefits Group (NBG) has merged with Georgia-based employee-benefits only firm Digital Insurance, in an effort to enhance client services and strengthen capabilities.

As per terms of the merger deal, NGB will now operate under the brand name of Digital Benefit Advisors (DBA) and its president and CEO Craig Nielsen as well as his entire staff will join DBA.

Digital Insurance executive vice president and chief marketing officer Mike Sullivan said that the transaction is expected to boost the firm’s small- to medium-sized business (SMB) sector in the West Coast market.

"The partnership with Digital increases and strengthens our capacity and capabilities, allowing us to offer and deliver client analyses in a timely manner," Nielsen said.

Digital Insurance employers will now be able to access a wide range of carriers, dynamic tools, proprietary products and can effectively navigate the complexities of health care reform.

NBG was established in 1986 as a full-service employee benefits firm and currently caters to many businesses, industries, including professional services firms, manufacturing and agriculture in California.