Celebrating 50 Years!

It’s important to have a Long Term Care Insurance (LTCI) partner you can trust. At Gordon Associates, that trust is based on experience, backed by expertise, and strengthened by our dedication to personalized service. “Working hard to make Long Term Care Planning easy” has been our mission since the beginning.

Gordon Associates Long Term Care Planning opened its doors in 1975 before most people ever heard of LTCI. No wonder the founder, Murray Gordon, has been called one of the “founding fathers of long term care insurance”.  As we celebrate 50 years of helping individuals and families navigate the often challenging and frequently changing long term care landscape, we’re also excited to reflect on the past and focus on the future. 

Since the birth of LTCI, we have aimed to help our clients better understand their options and best path toward financial security. We always put our client’s needs ahead of any insurance company’s bottom line. It’s a practice we look forward to continuing for another five decades.

The Birth of Gordon Associates Long Term Care Planning

Long Term Care Insurance (LTCI) was developed to fill a large void in the healthcare environment in the early 1970’s. Gordon Associates was founded by Murray Gordon in 1975 in the living room of his Des Plaines, IL townhouse. Gordon Associates is a product of Murray’s dedication to educating the public on long term care issues and helping individuals understand how LTCI could provide peace of mind and financial security.

As Gordon Associates grew, Murray helped pioneer numerous Long Term Care enhancements. In fact, he helped to shape many of the consumer-facing LTCI policies that are still in use today. He was a critical voice in convincing insurance carriers to provide a waiver of premium provision while the insured is on claim, as well as offering group premium discounts.

50 Years of Leading the LTCI Industry

Our mission to focus on educating the individual on Long Term Care has stayed the same over the past 50 years. Murray has served on the Board of Directors of Age Options (Suburban Area on Aging), was part of the National LTC Network, and was a delegate to the White House 2005 Conference on Aging. Murray’s son, Brian Gordon and son in-law, Peter Florek continue Gordon Associates ongoing mission and have been recognized by their peers as leaders in their industry. Nationally syndicated financial expert and writer, Terry Savage, calls Brian Gordon and Gordon Associates her “trusted advisor on long term care policies”.

Gordon Associates has been quoted in a wide variety of publications as an expert on the Long Term Care industry. These include:

Brian Gordon is also a monthly contributor to the Price of Business radio show with Kevin Price.

For the past 50 years, Gordon Associates has been a leader in the field of long term care planning, helping clients and financial advisors truly understand the ever-changing landscape of LTCI. We understand that the long term care industry continually evolves and the needs of our clients also continue to change, which is why we are as dedicated as ever to educating consumers, financial advisors and professionals, and anyone else who wants to learn about long term care planning options.

We’ve remained family-owned for five decades. That’s how we stay committed to those same values we were founded on – education, individualized customer service, and ensuring clients get the best possible plan for their needs, health, and means.

What Individualized Service Looks Like

At Gordon Associates, one of our core values is high quality, individualized service for every one of our clients. After all, each person is going to have unique long term care needs.

Here’s what individualized service looks like at Gordon Associates:

  • We work closely with your financial planners, advisors, attorneys, and family to make sure we meet all your needs as thoroughly as possible.
  • We represent you–not the insurance companies or the healthcare industry. We want you to get the best policy possible.
  • We work with dozens of carriers to customize each plan and make sure we are meeting your unique needs.

Because we don’t compromise on taking an individualized approach–one that puts your goals at the center of things–we can ensure that our collective focus is on maximizing benefits and protecting assets. After all, we’re in this to help you prepare for your future–not just to sell insurance. At Gordon Associates, it’s all about the people. And that means it’s all about you.

A Reputation Among Our Clients

Nothing means more to us than our client reviews because happy clients are what it’s all about. Some of our reviews mention:

  • “My experience with Gordon Associates has been a truly wonderful one. Brian and Stephanie have provided excellent service. Brian has done a great job explaining everything to me and offering helpful advice. And Stephanie also goes out of her way to be helpful, providing great service. I highly recommend them.” – Judy R.
  • “My wife and I have been clients of Gordon Associates for nearly 30 years. During this time span they have always responded promptly to our needs. Since the start of our relationship, we have found their knowledge, experience, and ability to be of service second to none. The same is true of their exceptional staff. As we have aged our needs have changed and recently, we became residents in an assisted living facility. With the move came some unexpected issues with the insurance company who carries our LTC policy and we called them for help. They went to bat for us immediately and remained steadfast in their desire to solve our problems.” – Len & Elaine L.
  • “When my parents needed help evaluating LTC insurance policies 25 years ago, Murray personally met with them and advised them on their purchase. This past year when my mother needed long term care services, we once again called on Murray and Jolene and their claims service staff to guide us through the claims process and secure timely approval of her claim. Our family was focused on her health and arranging proper care, so it was a great relief to have their help. Thank You once again for being there when we need help the most.” – Richard G.

Client testimonials are one of the most important metrics of success for us.

Here For YOU

For the past 50 years, our mission at Gordon Associates has been clear: We’re here for you. And that’s a core value we’ll continue to follow for the next five decades. Our team is committed to simplifying Long Term Care Insurance plans so you understand what’s happening and can make informed decisions. We’re not here to sell insurance; we’re here to help you navigate this complex process, achieve peace of mind, and protect your financial assets. 

You never know when you might need long term care. LTCI is there to protect you. And so are we. At Gordon Associates, we will continue our commitment to simplifying the LTCI process.  We’re not in this to sell insurance, we’re in this to help you have peace of mind, protect your financial assets and navigate the complex long term care system.

Thank you for being part of our 50 year journey!