Kattie Ness is the Senior Director, O65 at DMS (Digital Media Solutions), where she focuses on driving growth and partnerships across the Medicare and Final Expense space. With six years of experience in performance marketing, Kattie works closely with independent agents and agency partners to connect high-intent consumers with the right coverage, delivering scalable, ROI-driven outcomes powered by DMS's data, technology and proprietary media platforms.
In this Q&A, Kattie shares her perspective on DMS's new inbound call platform, what it takes to build a strong agency partnership and how the over-65 market is shaping up heading into AEP.
1. DMS recently launched a new inbound call platform for independent Medicare and Final Expense agents. Can you explain how it works and how it differs from traditional lead generation?
Instead of working aged leads or cold outreach, agents receive live inbound calls from consumers who are already seeking information and ready to speak with someone. It's a fundamentally different experience, both for the agent and the consumer.
2. How does the platform help independent Medicare and Final Expense agents connect with high-intent consumers more effectively?
The platform is built around flexibility and control. Agents set their own hours, target the states and zip codes that fit their licensing and strategy, and manage budget and call volume in real time. There's no long-term commitment. Campaigns can be paused or restarted at any point, and scaled up or down based on production goals.
3. What does a strong agency partnership with DMS look like, and what sets the partners who see the best results apart from the rest?
The partners who see the best results are those who are clear and communicative about what they need from us. Whether it's certain hours where their answer rates are highest, specific zip codes where CPA performance is strongest, or a type of messaging that resonates with their consumers, we can tailor a solution around that. For our largest agency customers, we're in near-daily communication, even during quieter stretches in the offseason.
4. How does DMS use first-party data and proprietary technology to help agents and insurers scale efficiently in a competitive market?
Having an in-house Google paid search expert dedicated 100% to the over-65 space has been a real differentiator for us. It means there's an industry specialist who understands how to navigate the complex, highly regulated Medicare environment with full ownership and accountability for campaign performance.
5. With AEP on the horizon, what should partners be doing right now to make sure they're positioned to maximize the enrollment season?
My biggest piece of advice is to stay active in our portfolio. You don't need to be buying hundreds of calls or leads right now, but by keeping engaged with our media, it ensures everything is dialed in on both ends before it's time to really ramp up.
6. Looking ahead, what does growth look like in the Medicare and Final Expense space, and how is DMS preparing its partners for what's coming?
The Medicare headwinds will likely continue through the end of the year, but we're optimistic that the noise and change in the market has started to stabilize. We're heading into AEP well-positioned to build on last year's momentum and drive even stronger close rates and CPA performance.
We're also bullish on Final Expense. Our team is getting ready to launch CTV for FE, and we're confident that traffic source will be instrumental in reaching higher-intent consumers. It's an exciting moment for that side of the business.
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