The Rise of Services in Direct Selling has become the most significant transformation shaping the U.S. market today. According to Stuart Johnson, services now account for 60% of all direct selling volume, generating over $30 billion annually. That’s a massive shift away from product-based companies, and it signals a new era defined by stability, sustainability, and professionalization.
This shift mirrors the broader U.S. economy, where 70% of the national GDP is service-based. As consumers move toward essential and recurring services, the direct selling world is evolving to keep pace with demand.
Products are transactional.
Services are essential.
That’s the key difference.
From real estate to financial planning, legal support, and energy services, people rely on these systems daily, making them natural fits for long-term retention.
Key reasons for the takeover:
The $30+ Billion Market Transformation
Breaking the numbers down:
Together, these sectors form a thriving $31+ billion services ecosystem largely unnoticed within direct selling for decades.
Immunotec is built on decades of scientific development, especially related to glutathione, the body’s master antioxidant. Its flagship products are backed by peer-reviewed research, clinical studies, and a strong medical advisory network.
Key strengths:
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MyDailyChoice: A Marketing Innovation Powerhouse
MDC became a global name for:
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Its ability to build a strong digital community is one of the major reasons this integration matters.
Real estate is the undisputed giant, driving $15 billion+ in annual revenue within DS models.
Keller Williams: The Profit-Sharing Pioneer
eXp Realty (NASDAQ: EXPI): The Equity Powerhouse
This model transformed thousands of agents into equity holders, not just salespeople.
The financial sector contributes $12 billion annually.
Primerica (NYSE: PRI): The Public Market Leader
Integrity Marketing Group: The Private Equity Machine
These firms merge financial literacy with scalable earning models.
This classic category still brings in $3 billion each year.
Key brands include:
ACN — Telecom & utilities
Ambit Energy — Energy deregulation pioneer
PPLSI (LegalShield) — Legal & ID protection services
Utility Warehouse — UK’s powerhouse with 1.4M+ customers
These companies thrive because services are essential, meaning customers stay longer.
The fastest-growing segment: $1 billion per year and rising.
Key Innovators:
This segment blends content, community, and subscription access.
Segment | Revenue |
Real Estate | $15B+ |
Financial Services | $12B |
Traditional Services | $3B |
Hybrid Models | $1B |
Total | $31B+ |
Ownership = Retention
Equity creates emotional ownership.
It turns sellers into partners—not just participants.
Why Reps Prefer Equity Over Bonuses
Reps want:
This is why eXp Realty grew from <1,000 agents to 82,000+ agents in under 10 years.
Opportunities in Essential Services
The path forward is clear:
Focus on the services people always need.
The Rise of Subscription Ecosystems
The future belongs to platforms offering:
1. A Wave of Service-Based IPOs
Real estate and financial DS companies will dominate public markets.
2. Product-Only DS Firms Will Decline
Without hybrid or service models, traditional firms will lose share.
The Rise of Services in Direct Selling represents a historic transformation. With $31 billion+ in annual revenue, professional licensing, hybrid innovation, and equity-driven compensation, services are reshaping the core identity of the industry.
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