NAIFA's Advisor Today Fall 2022 Edition

ADVISORTODAY

Living at the Apex

IN THIS ISSUE:

NAIFA IS CONNECTING WITH DECISION MAKERS ACROSS LEVELS OF GOVERNMENT

FINANCIAL SECURITY ADVOCATES DRIVE NAIFA’S GRASSROOTS SUCCESS

ADVISOR TODAY SPOTLIGHTS NAIFA MEMBERS

APPROVED INSURANCE CARRIERS FOR AN IBLOC FROM THE BANCORP

naifa Leadership

NAIFA CHAPTER PROFILE

NAIFA-Pennsylvania

This edition’s chapter spotlight goes to NAIFAPennsylvania primarily for their work in membership. With Carina Hatfield, LUTCF, CLCS, LACP (loyal member since 2005) leading the charge as a powerful President laserfocused on putting in practical processes, the state has grown through targeted recruiting and consistent retention practices. In addition to serving as state president, Hatfield also serves as a Regional Vice President on the National Membership Committee and works with chapters in the eastern region of the United States on acquisition and retention. Trisha May (loyal member since 2013) also serves as a Board Director for NAIFA-Pennsylvania and wears a dual hat in heading up the efforts of the state Young Advisor

Team to plan activities that will attract and retain younger advisors. Highly organized, this dynamic duo has been a membership force in 2022, and with more events planned to be held in Pennsylvania for the remainder of this year, the chapter is expected to continue to see growth. Every event includes membership recognition, as well as a formal invitation to join and be pinned into membership while at the event. Due to their strong chapter activity, Pennsylvania was selected as a location for an Advanced Practice Symposium stop, which was held on September 29, 2022. Thank you, NAIFAPennsylvania, for being a strong state that helps us collectively be a strong nation!

NAIFA’s Advisor Today

NAIFA Kevin Mayeux, CAE CEO kmayeux@naifa.org

703-770-8101

Michael Gerber COO & General Counsel mgerber@naifa.org

703-770-8190

Diane Boyle SVP, Government Relations dboyle@naifa.org

703-770-8252

John Boyle, CAE VP, Professional Credentials jboyle@naifa.org

703-770-8267

Suzanne Carawan VP, Marketing & Communications scarawan@naifa.org

703-770-8402

Erni Davis

VP, Finance edavis@naifa.org

703-770-8125

Karla Kirk VP, Growth & Revenue kkirk@naifa.org

703-770-8227

Corey Mathews, CAE

VP, Member & Chapter Services cmathews@naifa.org

703-770-8404

Phu Ngo VP, Technology pngo@naifa.org 703-770-8130

President Lawrence Holzberg, LUTCF, LACP Fortis Lux Financial lholzberg@fortislux.com

President-Elect Bryon Holz, CLU, ChFC, LUTCF, CASL, LACP Bryon Holz & Associates bryon@bryonholz.com

Secretary Thomas M. Cothron, LUTCF Southern Farm Bureau Life Insurance Company tomcothron@gmail.com

Treasurer Brock Jolly, CFP, CLU, ChFC, CLTC, CASL, CFBS Veritas Financial LLC bjolly@vfwealth.com

Immediate Past President Thomas O. Michel, LACP Michel Financial tmichel@michelfinancial.com

NAIFA CEO Kevin Mayeux, CAE kmayeux@naifa.org

Trustees

Mark Acre, LUTCF mark.acre@onesourcegroup.net

Wes Booker, LUTCF wesbooker@wesbooker.org

Dennis Cuccinelli, LACP dennis@dcuccinelli.com

Christopher Gandy, LACP cgandy@midwestlegacyllc.com

Aprilyn Chavez Geissler, LACP aprilyngeissler@gmail.com

Evelyn Gellar, LUTCF, RICP, CDFA, CLTC egellarwifs@gmail.com

Win Havir, CPCU, CLF, LUTCF, FSS, AIC, LACP Winona.havir@horacemann.com

Jamie Hopkins, Esq., MBA, CFP, LUTCF, FSS, AIC, LACP hopkins.jamie@gmail.com

Doug Massey, LUTCF, FSS doug@dougmassey.com

Danny O’Connell, LACP doconnell@nextlevel.agency

Vince Vitiello, MBA, CLU vince@newamericamarketing.com

Brian L. Wilson brian.wilson@mutualofomaha.com

NAIFA SERVICE CORPORATION

OFFICERS AND DIRECTORS

President Kevin Mayeux, CAE

Secretary Lawrence Holzberg, LUTCF, LACP Fortis Lux Financial

Treasurer Brock Jolly, CFP, CLU, ChFC, CLTC, CASL, RICP Veritas Financial LLC

Directors

David Beaty, IAR, ChFC, CLU, LUTCF, LACP Heartland Financial Services, Ltd.

Susan Wier, CFP, ChFC, RCP First American Trust

EDITORIAL ADVISORY COUNCIL

Laurie A. Adams, CFP, CLU, LACP, LUTCF Country Insurance & Financial Services

Brian Ashe, CLU

Brian Ashe and Associates, Ltd.

Frank Bearden, Ph.D., CLU, ChFC

Frank C. Bearden, Ph.D., Consulting

Lisa Horowitz, CLU, ChFC LifeCycles

Ike Trotter, CLU, CASL, ChFC Ike Trotter Agency, LLC

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Published SEPTEMBER 2022/ NAI-T0322/6508

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Cover photo provided by NAIFA

NAIFA’s Advisor Today (ISSN 1529-823X) is published quarterly by the National Association of Insurance and Financial Advisors Service Corporation, 2901 Telestar Court, Falls Church, VA 220421205. USPS Periodical 312220 Telephone: 703-770-8100. ©2022 National Association of Insurance and Financial Advisors Service Corporation. All rights reserved. Periodicals Posted Paid at Falls Church, VA 22042, and at additional mailing offices.

Subscriptions: The annual subscription rate for individual non-NAIFA members is $50; institutions, $60. The international subscription rate for non-NAIFA members is $100 per year.

PRESIDENTS’ PERSPECTIVES

How Do You Identify Talent?

From the Past President

By Thomas O. Michel, LACP

Coaches call it the “it” factor. Spotting talent often comes down to being open to seeing it. It means that you have set aside your own biases and are really focused on observing the behaviors of others to understand what motivates them to do what they do. True talent is coupled with the drive to continuously learn and improve. The two go hand-in-hand. The “it” factor of talent is shown when you encounter an individual that has exceptional listening skills, is empathetic, has open body posture and holds direct eye contact, who asks thoughtful questions, and provides insightful observations. By identifying those individuals that exhibit these qualities, you as a leader can put them in a position of influence and help to encourage their peers to model and exhibit the same behaviors. By identifying talent and empowering talent to lead, you create a lifecycle of positive leadership.

From the President

By Lawrence Holzberg, LUTCF, LACP

Look for the person who is making things happen. True talent has a drive of their own and does not get sidetracked or discouraged when obstacles arise or challenges change the original plan. Talented individuals adapt – and adapt quickly – to changing circumstances and constantly look for ways to optimize their own time, as well as the time and talent of others that they lead. I also identify talent by assessing how individuals cope in a growth environment. Top talent can handle – and typically thrives – in an environment where everything is not mapped out for them, where there is not perfect knowledge of systems and processes. Talented individuals are able to navigate the unknowns and make decisions quickly. More importantly, talented individuals are flexible and will make new decisions when new information presents itself instead of stubbornly sticking with previously made decisions out of pride. The person with a long trail of finished projects is a good indicator of talent.

From the President-Elect

By Bryon Holz, CLU, ChFC, LUTCF, CASL, LACP

Another indicator of top talent is energy. The energy that an individual brings to the room is very telling. Does the individual aim to uplift everyone? Do people feel good about themselves around the individual? Identifying a leader means that the individual must not only be able to create an outstanding work product for themselves, but more importantly, influence others around them to perform at high levels. How an individual interacts with others and supports others are key indicators to me of talent. Another key to identifying talent is understanding what mix of leaders you need on a team. I think there are two skills involved in talent identification – first, the ability to identify talent, and second, the ability to blend different talented individuals into a functioning team. Identifying the various aspects of talent in individuals and then figuring out how to put them together in a way that leads to an explosion in innovation and performance is another aspect of talent identification that all leaders should consider. Talent identification of individuals, as well as talent teaming, are critical skills to build successful organizations.

CEO CORNER

Apex follows on the heels of our in-person Congressional Conference in May. At this NAIFA signature advocacy event, more than 500 industry producers went to Washington, D.C., for advocacy training, policy briefings, and in-person meetings with more than 350 congressional offices.

award winners, including the John Newton Russell Memorial Award recipient, the Terry Headley Lifetime Defender, Young Advisor Team Leader of the Year, NAIFA Diversity Champion, and Advisor Today ’s 4 Under 40. More information is on our website at belong.naifa.org/nlc.

Nothing compares to a face-to-face meeting. That’s why it was so exciting to gather with many top producers and nationally renowned speakers this August for NAIFA’s Apex sales summit at the fabulous Arizona Biltmore in Phoenix. As you’ll see from photos and articles in this issue of Advisor Today, we held a fantastic event that allowed attendees to increase their professional knowledge, network with highly successful colleagues and industry leaders, and have a lot of fun.

The success of the Congressional Conference and Apex builds momentum for NAIFA’s upcoming National Leadership Conference and Belong awards celebration. This in-person event, November 13-15 in Washington, D.C., will constitute NAIFA’s annual business meeting, but it also offers so much more. The NLC provides training for NAIFA chapter and national leaders and will include remarks by NAIFA’s 2022 and 2023 leaders on the state of NAIFA and their vision for the future. The NLC is followed by Belong, a gala celebration of NAIFA’s annual

The pandemic forced all of us to modify how we connect with clients, colleagues, and our professional association. We became Zoom experts and grew accustomed to connecting exclusively online. Many of us also developed Zoom fatigue and yearned for face-to-face connections. NAIFA is your professional association, and we are committed to bringing our members together to amplify their advocacy voice, help them grow professionally, and celebrate their achievements. It’s great to be able to do so in person!

Living at the Apex

Successful financial professionals gather in person for NAIFA’s signature sales summit

“Connections”

NAIFA Is Connecting With Decision Makers Across Levels of Government

NAIFA is the only association of insurance and financial professionals providing a voice for the industry and advocating in Washington, D.C., with interstate policy organizations, and in every state capital for the financial success of Main Street American families and businesses. NAIFA members offer products, services, and advice crucial to providing opportunities for financial security to all Americans. Their stories illustrate not only the important work they do but also how laws and regulations affect their Main Street clients and communities.

Federal

NAIFA’s federal advocacy efforts never take a break, even when Congress is on its annual August recess. In fact, the “August recess” is a bit of a misnomer. While the House of Representatives and Senate are not in session, most lawmakers are back in their home districts working in local offices and meeting with local constituents. The House of Representatives calls this time on its calendar the “District Work Period.”

NAIFA members took advantage of this time by holding hundreds of in-district meetings with lawmakers.

In-district meetings are different from legislative meetings in Washington, D.C. Lawmakers are likely to be less harried and have more free time on their schedules when they are away from Washington. Typically, they are home for the purpose of meeting with constituents. They won’t be called away for committee meetings or legislative votes.

The meetings tend to be less formal. Lawmakers know that a NAIFA member meeting with them in the district is an actual constituent (and voter) and not one of the many professional lobbyists they may see on a typical day in Washington. In-district meetings are key to building meaningful grassroots relationships with lawmakers.

“On two occasions, I’ve gone to in-district meetings and my congressman

said, ‘Let’s go grab a cup of coffee,’” said NAIFA President Lawrence Holzberg, LUTCF, LACP. “It’s a much more relaxed way to talk about issues and get that relationship going. And they begin to see you not just as a constituent but as someone they can rely on for advice and counsel.”

Several NAIFA chapters took advantage of the August recess to hold Legislative Days. For example, more than 50 NAIFAUtah members attended an event along with Representatives Burgess Owens, Chris Stewart, and Blake Moore. Also attending was a staff member from Senator Mike Lee’s office. Representative John Curtis had a prior commitment but addressed the audience via video.

NAIFA-Utah members were able to meet and talk with lawmakers one-on-one or in small groups. Among the goals of the event were to establish or strengthen relationships between NAIFA members and lawmakers, demonstrate that NAIFA members can serve as resources on insurance and financial services matters, and remind lawmakers of the important work NAIFA members do for their clients and Utah consumers every day.

NAIFA’s yearlong grassroots strategy encourages multiple in-person connections with lawmakers, including at NAIFA’s May Congressional Conference, in-person meetings during the August recess, a day on the Hill during NAIFA’s fall/winter National Leadership Conference, and at community and fundraising events throughout the year. Many state chapters also hold legislative events that bring financial professionals and lawmakers together.

“We preach year-over-year to have three or four touches with your legislator each year,” said NAIFA Grassroots Chair Mike Peters, CLU, ChFC, LUTCF. “Those three or four touches year after year help to build relationships. And that’s really what we want to do. To remind legislators who NAIFA is and what we do. In district, you get to sit down with them and explain that the people they represent live nearby and really drive home how many of their constituents you do business with.”

Representative Blake Moore (center) with NAIFA-UT’s Tim Johnson and Dori Phillips

Representative Mike Gallagher with members of NAIFA-WI

NAIFA is an active participant in organizations including the National Association of Insurance Commissioners (NAIC) and National Council of Insurance Legislators (NCOIL), working with them to create and promote model legislation and regulations. NAIFA’s input helps ensure that these models benefit consumers, encourage strong relationships between financial professionals and their clients, and ensure Main Street Americans have access to needed products, services, and advice.

A recent NCOIL resolution, for example, supports the continued independent contractor status for

Interstate State

insurance agents and financial professionals. NAIFA contributed data, cited in the resolution, that indicates approximately 95% of NAIFA members do not want their status changed to “employees” under labor law and a similar percentage are uninterested in being treated as employees for the purpose of union organizing.

NAIFA and its state chapters have been in the vanguard of political advocacy promoting states’ adoption of the NAIC model for annuity transactions. The model enhances consumer protections and requires financial professionals to serve their annuity clients’ best interests but avoids requirements that would damage relationships between advisors and their clients or prevent Main

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Whether you’re new to political advocacy or a grassroots leader, NAIFA’s Get Out the Vote is a great resource for everything you need to know about this year’s elections. Find information on polling dates and locations, ballot measures, and your elected officials. Brush up on Government 101 or find the text of individual bills—this site has useful information for everyone this election year.

With its easy-to-use interactive interface, NAIFA’s Get Out the Vote is a one-stop shop for everything you need to know about local, state, and federal elections. Visit gotv4financialsecurity.org.

Street consumers from having access to products, services, and advice.

So far 28 states have adopted rules or laws based on the NAIC model, most recently North Carolina, Hawaii, and Colorado. At least eight other states are in the process of adopting the model.

Advocates from NAIFA state chapters have contacted their states’ legislators and regulators and testified at hearings in favor of the model. Their work along with NAIFA partner organizations, including the American Council of Life Insurers, has been instrumental in the widespread adoption of the model.

NAIFA’s ultimate goal is to have all 50 states adopt the NAIC model. Learn more at advocacy.naifa.org/standard-ofcare-moc.

Maintaining a strong advocacy presence in every state means that NAIFA can react quickly when unexpected challenges arise. An incident that played out in Massachusetts this year provides a good example of how this can work.

During the last three days of the Massachusetts legislative session, the General Court introduced a bill that would have implemented a pilot single-payer health coverage program. This proposal likely would have had

a catastrophic impact on employersponsored health plans.

Through a series of emergency procedural actions, the legislation went through the entire legislative process – from being drafted, considered in committee, amended, and passed by both houses – in lightning-fast time. The legislature sent the bill to the Governor on the last day of the session. The legislation seemingly came out of nowhere and did not receive a hearing.

NAIFA-Massachusetts President Josh O’Gara, CLU, ChFC, CFP, and Lobbyist Bill Cass sprang into action

and got support from NAIFA’s national government relations team as they drafted a letter asking Governor Charlie Baker to veto the bill. The letter augmented NAIFA-Massachusetts’s local efforts. On August 10th their quick action paid off and the Governor vetoed the bill.

This is a great legislative win that is a testament not only to the vigilance and hard work of NAIFA-Massachusetts, but also demonstrates the effectiveness of NAIFA’s nationwide state advocacy influence. It shows that together, we can take on anything.

Financial Security Advocates Drive NAIFA’s Grassroots Success

NAIFA is the most influential grassroots association in the insurance and financial services industry. Whether it’s promoting states’ adoption of the NAIC best interest model for annuity transactions or heading off federal proposals that would change the definition of “independent contractor,” NAIFA boasts an impressive record of legislative wins.

We can credit our success in this area to the dedication and commitment of our members. Those attributes shine through in the attitudes of agents and advisors who have a passion for political advocacy and view it as an important part of looking out for the best interests of their clients.

“It’s really important for us to tell lawmakers our stories and what we’re seeing in our home legislative districts, because they don’t know all the things that are going on there,” explained Bruce Pope, CLU, ChFC, CASL, a NAIFA Financial Security Advocate and loyal member since 1989. “We can share very specific stories on the impact that our financial security resources provide to our clients and local business owners. We educate lawmakers on how regulations, laws, and taxation may impact the capacity of those financial resources and our practices to benefit constituents in their districts.”

NAIFA members’ passion for advocacy also is apparent in their willingness to participate in advocacy events – including the Congressional Conference each May, the NAIFA National Leadership Conference Day on the Hill, state Legislative Days, in-district meetings, and political fundraisers. As part of NAIFA’s membership pledge – Advocate, Educate,

Differentiate – NAIFA is committed to providing members with the education and training to help them be the best advocates they can be. That is the driving force behind NAIFA’s grassroots training series and the Financial Security Advocate badge.

The training consists of three modules that progress from political advocacy basics through mid-level skills like building relationships with lawmakers up to advanced “grasstops” concepts. The concluding segment even covers information on how NAIFA members can run for public office themselves. To date, nearly 700 NAIFA members have completed the grassroots training series and earned their Financial Security Advocate badge.

Kristin Alfheim, RICP, CLTC, a loyal member since 2004, is a great example of a NAIFA Financial Security Advocate taking her advocacy to the next level. A Councilperson for the city of Appleton, WI, Alfheim is on the ballot this November

as a candidate for the state’s District 19 Senate seat.

But you don’t need to be a candidate for office to benefit from NAIFA’s grassroots training. Financial Security Advocates are most effective when they are influencing and educating lawmakers to benefit their practices, colleagues, clients, and communities. The skills they acquire help them build and nurture relationships with policymakers and serve as valuable resources for people making decisions that affect the financial security of all Americans.

“It’s important to share our voice and to tell our stories to legislators,” Pope said. “It gives us the ability to either put the brakes on legislation or taxation or to speed something up in order to promote the interests of our clients and other consumers in our lawmakers’ districts.”

NAIFA provides its grassroots training as a no-cost benefit to members. To learn more and become a Financial Security Advocate, visit advocacy.naifa.org/grassroots.

Kristin Alfheim

Bruce Pope

Advisor Today Spotlights NAIFA Members

With an expanded brand that features the print magazine, a blog, webinars, and podcasts, AT differentiates NAIFA members from the crowd.

NAIFA members are a cut above. By being active participants in their professional association, they show an extraordinary commitment to their own success, the insurance and financial services industry as a whole, and their clients and communities. Part of NAIFA’s membership promise is to spotlight NAIFA members and help them stand out, to differentiate them in a crowded marketplace.

The Advisor Today platform offers multiple avenues for differentiating NAIFA members. While our print magazine may be the most obvious product in the AT stable, it is just one part of an expanded AT brand focused on the extraordinary success of NAIFA members.

THE ADVISOR TODAY BLOG

AT’s online platform is an extension of the content in the print magazine. Widely read, with a weekly email digest going out to 40,000 recipients, the AT blog features NAIFA member profiles, agency profiles, reports on NAIFA members doing extraordinary work in their communities, and expert articles written by NAIFA members.

Recent

AT

blog

articles

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Featured Contributors include: “How to Thrive During a Recession,” by Simon Reilly (loyal member since 2011); “Being a Great Advisor: Help Your Clients Stay Healthy,” by Dan Mangus (loyal member since 2019); and “A Question of Ethics: Examples of Following the Code,” by Frank Bearden (loyal member since 1977).

You can read the Advisor Today blog and sign up for weekly or monthly email updates at at.naifa.org.

THE ADVISOR TODAY WEBINAR SERIES

Advisor Today webinars, launched earlier this year, feature NAIFA members and

partners presenting on topics important to financial professionals with information designed to help NAIFA members grow their practices. Seasoned financial professionals draw on their experience and expertise to share challenges they have faced in the marketplace and what they have done to overcome them.

Recent AT Webinars include: “Women Matter: The Why and How of Gender Diversity in Financial Services,” featuring Daralee Barbera, Thomasina Skipper, and Linda Witham; “Intentional Gratitude,” by financial services veteran and leadership coach Dave Resseguie; “7 Keys to Create Relationships With the Adult Children of Your HNW Clients,” by Simon Reilly; and “The 3 Step Marketing Plan to Turn Clients Into Raving Fans That Refer and Never Leave,” by Luke Acree of ReminderMedia.

Advisor Today webinars are available for on-demand viewing at at.naifa.org/ webinar-archives.

THE ADVISOR TODAY PODCAST

Advisor Today Podcasts are the newest offering under the AT brand. They feature outstanding NAIFA members and partners sharing their stories and answering questions about their own professional success. Their insights offer practical ideas and inspire agents and advisors to reach their own levels of peak performance. Industry thought leaders featured on Advisor Today podcasts have a deep understanding of the insurance and financial services industry and what it takes to thrive in the profession.

The podcast series is hosted by NAIFA Trustee and Founder of Midwest Legacy Group (OneAmerica) Chris Gandy, LACP, and NAIFA Vice President

of Marketing and Communications

Suzanne Carawan.

The first episode in the series features Caleb Guilliams, the Founder and CEO of BetterWealth, a company that helps people gain control over their money today while maximizing their future wealth potential. Guilliams, a loyal NAIFA member since 2020, found professional success very early as the youngest person ever to run a life insurance unit at a bank. Now, he’s one of the youngest leaders in the industry and is quickly becoming “the new face of finance.” Caleb is the author of The AND Asset, hosts the BetterWealth podcast, and is on a mission to impact as many lives as possible.

“I really enjoy sitting down and picking the brains of the most successful professionals in our industry, amazing people like Caleb Guilliams,” Gandy said. “We learn so much from exchanging ideas and sharing our experiences with other advisors who have made their mark – and continue to make their mark – on our profession. The Advisor Today podcast series offers an exciting new platform that allows NAIFA members and the entire community of financial professionals to be a part of these highenergy conversations.”

A second episode turns the tables on the host and features Chris Gandy answering questions and discussing his own success in the industry.

Upcoming episodes will feature NAIFA President Lawrence Holzberg, LACP, LUTFC, recipients of NAIFA’s top awards, including the Young Advisor Team Leader of the Year, NAIFA Diversity Champion, and the John Newton Russell Memorial Award. Listeners may also nominate NAIFA members to be featured on future episodes of the Advisor Today podcast. The Advisor Today podcast is available on Spotify, Apple Podcasts, Google Podcasts, TuneIn, Deezer, and other popular podcast platforms.

SOMETHING FOR EVERYONE

The expansion of the Advisor Today brand allows NAIFA to showcase more of its members and help them further differentiate themselves. It also caters to an audience with a variety of preferences for consuming content.

“Whether you are a reader, a listener, or a watcher – or a combination of all three – Advisor Today is bringing you topnotch content to help you excel in your financial practice,” said Carawan. “We are highlighting the success of NAIFA members and sharing the techniques and practices that raise them to the top of their profession.”

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Differentiate yourself with Advisor Today! Are you a NAIFA member who would like to write a regular column for the blog? Do you have an idea for an AT Webinar? How about an interesting story that would make you a good podcast interview? Let us know about it. Send your ideas to advisortoday@naifa.org. Note: We are interested in showcasing original, insightful content from NAIFA members.

November 13-15, 2022

Omni Shoreham, Washington, D.C.

NAIFA celebrates our leaders every year at the National Leadership Conference and Belong awards gala.

Being a NAIFA leader is a great way to give back to your industry and your colleagues. Contact your state or local NAIFA chapter to learn how you can get involved.

NAIFA Programs Focus on Advocacy Issues for Hispanic and Women Advisors

Members who completed the courses prior to the Apex sales summit in Phoenix earned NAIFA’s Financial Security Advocate Badge.

By Diane Boyle, NAIFA Senior Vice President of Government Relations

NAIFA’s Advocacy Accelerator Couse for women and Hispanic members taught during Apex adds over 30 new Financial Security Advocates. NAIFA’s integrated advocacy program that includes state, interstate, and federal advocacy is the largest and most comprehensive advocacy program in the industry. The critical element in our 130+ year advocacy track record of success remains, and will always be, in our members’ participation—otherwise known as grassroots engagement. Several hundred members have participated in online and in-person training courses to gain skills and confidence in the advocacy process earning the coveted Financial Security Advocate badge.

The pre-conference course offered in Phoenix was designed specifically for female and Hispanic advisors. The session featured NAIFA member and Trustee Evelyn Gellar, LUTCF, RICP, CLTC, FSCP; NAIFA Trustee and past Diversity Champion Aprilyn Chavez Geissler, LACP; NAIFA member and Optimized Financial and Insurance Services President Jose Rodriguez, Jr.; NAIFA member and Vice President of Women in Insurance and Financial Services (WIFS) Toni Gonzales, LACP; WIFS President Darlene Flagg; and NAIFA Senior Vice President of Government Relations Diane Boyle.

The participants were awarded the Financial Security Advocate badge for learning why and how to engage in political advocacy. These newly badged Hispanic and female advisors are eager to assist government officials in the development of policies, laws, and regulations that promote financial literacy, ensure access and choices for consumers, and help all Americans achieve financial security.

NAIFA invites you to join your colleagues and earn your Financial Security Advocate badge today. The three-part online series will take you from the fundamentals of advocacy and step you through an at-your-own pace series to allow you to graduate to advanced concepts and develop skills that you can put into action with confidence.

“Grassroots Training 101: Start Your Advocacy Journey” is the introductory module in the program. It introduces key concepts and resources to help you get started as a Grassroots Advocate using NAIFA’s tools and experience. This first level also serves as a great refresher course for NAIFA advocacy veterans.

“Grassroots Training 201: Expand Your Advocacy Skills” builds on the lessons from the 101 course. The intermediate-level module helps NAIFA members improve on their advocacy skills by learning to navigate more challenging relationships with lawmakers, as well as how to build the Grassroots Advocacy program using site visits and recruitment strategies.

“Grassroots Training 301: Grasstops Strategies” completes the series. The advanced-level module is for NAIFA

members who want to move to the next level of advocacy by becoming “grasstops” contacts, hosting political fundraisers, and potentially even running for office themselves. Once a NAIFA member has completed all three modules, they are a NAIFA Financial Security Advocate, will receive recognition on NAIFA’s website and in publications, and may display the Financial Security Advocate badge on their social media and other online channels.

Ways to Get Involved

• Get Out the Vote – Great information for you and your clients on how to register to vote, election information, and how to find your elected officials is available at gotv4financialsecurity.org.

• Advocacy in Action Blog – Sign up to receive updates at a frequency that works for you. Visit advocacy.naifa.org/news.

• Advocacy Action Center – This site, advocacy.naifa.org/center, provides tools to report relationships with your state and federal lawmakers, and to take action on issues.

• Online Financial Security Advocate course – Earn your Financial Security Advocate badge by completing this three-part course. Visit advocacy.naifa.org/grassroots.

NAIFA Focuses on Developing the Next Generation of Advisors

NAIFA participated in The American College of Financial Services’ sixteenth annual Conference of African American Financial Professionals. The event was held at the Omni Shoreham Hotel in Washington, D.C., in early September and brought together close to 1,000 advisors for education and networking.

This year, NAIFA provided a scholarship to Mitrick “TJ” Johnson, a rising senior at Alabama A&M University. The HBCU institution is a traditional 1890 land grant university established the same year as NAIFA and greatly expanded the efforts of its 1879 founder, Dr. William Hooper Councill, to create a sustainable institution focused on teaching, research, and public service.

Chris Gandy, NAIFA Trustee and CEO/Founder of Midwest Legacy Group, was also in attendance at the event along with his sponsor company and NAIFA partner, OneAmerica. Gandy and Johnson were able to meet at the event and connect with several additional NAIFA members.

NAIFA’s 2025 Strategic Plan includes both a focus on DEI initiatives, as well as an emphasis to support programs that develop the next generation of financial security professionals. Supporting the CAAFP Student Scholarship

Benefactor program offered a win-winwin situation for NAIFA, The American College of Financial Services, and a college student who will soon enter the workforce.

Other NAIFA members who were in attendance include former Trustee Delvin Joyce and current WIFS

President Darlene Flagg. We are now busy connecting TJ Johnson to more NAIFA members in his state chapter, as one of the benefits of his scholarship included a student membership to NAIFA. In addition to inviting TJ’s soonto-be alma mater of Alabama A&M

to participate in the upcoming Future Leaders program, NAIFA has also furthered its commitment to developing the next generation of advisors through its recent sponsorship of the Gamma Iota Sigma annual conference that was held in late September in Charlotte, NC.

4th Future Leaders Begins in October

Thanks to a team of dedicated volunteers, NAIFA will once again run its Future Leaders virtual program to introduce students to careers in financial services. The program is free, runs four consecutive weeks for 30-minute segments and covers key topics. It includes an industry overview, “a day in the life,” and skills needed to make it in the business. Thank you to NAIFA members Cheryl Canzanella, Mimie Yoon-Lee, Delvin Joyce, Evelyn Gellar, Derek Scheetz, John D. Richardson, and Chris Gandy for leading sessions and inspiring students. To learn more, go to security.naifa.org/futureleaders.

The Award-Winning LILI Program Shines a Light on NAIFA Leaders

NAIFA’s award-winning Leadership in Life Institute (LILI) boasts an impressive record of success. More than 3,000 NAIFA members have completed the exclusive six-month program and count themselves among LILI’s graduates. Enthusiasm for LILI remains strong, bolstered by the recent addition of Online LILI, which allows a more geographically diverse collection of NAIFA members to join LILI classes.

Note that we referred to LILI as an “award-winning” program. We are extremely proud that LILI has been recognized with a 2022 Power of Associations Gold Award from ASAE, the Center for Association Leadership. The Power of Associations Awards honor “associations that go above and beyond their everyday mission to undertake initiatives that have far-reaching benefits important to their profession or industry.” Anyone who has spoken with an enthusiastic LILI graduate about the program can affirm that LILI meets the award criteria.

“The class was so much more than I expected. It had so much about personal growth,” said LILI graduate Cheryl Canzanella, LUTCF, CLU, ChSNC, a past winner of NAIFA’s Young Advisor Team Leader of the Year award. “LILI pushed me out of my comfort zone and helped direct my path toward self-discovery. Everyone has greatness inside of them. Sometimes we just need the right environment to tap into it and then see how deep we can dig to uncover it and bring out our best.”

LILI is designed for NAIFA members who are committed to growing intellectually and professionally through a process of deep introspection and discussion. LILI graduates acquire

leadership skills that benefit them in their businesses, within NAIFA, and in their personal lives. They agree to serve for at least two years in NAIFA leadership roles upon graduation. Many also go on to serve in leadership positions in their professional lives and communities.

“I have discovered, through as many failures as successes, that leadership starts with oneself,” said NAIFA Past President and LILI graduate Paul Dougherty, LUTCF, FSS, HIA. “Having participated in the Leadership in Life Institute, I recognize that my ability to be successful is limited only by my capacity to see where I want to go.”

The Power of LILI

LILI elevates the prestige and promotes the success of NAIFA and the industry by producing highly engaged and effective leaders. When evaluating LILI for the Power of Associations Gold Award, ASAE considered its measurable impact on NAIFA and beyond:

• According to data compiled from NAIFA’s membership database, more than 95% of LILI graduates have completed or are completing their twoyear association service pledge.

• 12 of NAIFA’s past 15 National Presidents are LILI graduates.

• Two NAIFA officers in line to be our 2023 and 2024 Presidents are LILI graduates.

• Of NAIFA’s National Board of Trustees who are also NAIFA members (and thus eligible for LILI), 75% are LILI graduates.

• In recent years, more than 65% of NAIFA State Chapter Presidents have been LILI graduates.

• Of eight current NAIFA members known to be running for state legislatures or U.S. Congress during the 2022 election year, six are LILI graduates.

• 70% of LILI graduates report measurable growth in their book of business during the year following graduation.

NAIFA Celebrates Leaders

NAIFA’s National Leadership Conference and Belong awards celebration will be an in-person event, November 13-15, in Washington, D.C. During the program, NAIFA will swear in its 2023 chapter and national leaders and honor award winners, including the John Newton Russell Memorial Award recipient, Terry Headley Lifetime Defender, Young Advisor Team Leader of the Year, NAIFA Diversity Champion, and Advisor Today ’s 4 Under 40. Many of the rising association leaders and award recipients will be LILI graduates, a further testament to the program’s success.

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NAIFA’s Leadership in Life Institute forms classes throughout the year. It provides value to those who complete the course by:

• Enhancing your personal vision and mission statements as well as your guiding principles

• Increasing your understanding of yourself

• Giving you the tools to improve your professional and personal relationships

• Providing leadership insights to help you grow your career and run your business

LILI consists of six courses over six months. It is offered exclusively to NAIFA members who are committed to growing intellectually and professionally through deep introspection and discussion. Classes – whether they are in-person or virtual –are interactive, with LILI classmates and moderators working together to achieve results.

Learn more about the program. See if in-person LILI classes are forming in your region. Explore whether Online LILI might be right for you. Go to tdc.naifa.org/lili.

Young Advisors Make Great Leaders

NAIFA’s Young Advisor Team is a hotbed of association leadership, with YATs emerging to fill key positions at the national and chapter levels. Recent young advisor award winners are good examples of this.

NAIFA’s annual YAT Leader of the Year recipients, as we would expect, are well represented among NAIFA leaders. Last year’s YAT Leader of the Year, Brian Haney, CLTC, CFS, CIS, CFBS, LACP, CAE, is a Past President of NAIFA-Greater Washington, D.C., and serves on the chapter’s board. He has also served on the board of NAIFA-Maryland and is on NAIFA’s Diversity, Equity, and Inclusion Council. Carina Hatfield, LUTCF, CLCS,

LACP, the 2020 YAT Leader of the Year, is President of NAIFA-Pennsylvania and Chairs NAIFA’s national YAT Committee. Both Haney and Hatfield have been nominated to serve on NAIFA’s 2023 Board of Trustees.

Advisor Today ’s 4 Under 40 winners are also active in NAIFA leadership roles. Rebecca Schulter (2021) is President of NAIFA-Memphis/West Tennessee and Secretary of NAIFA-Tennessee; Joanna Dellosa, LUTCF, FSS, RICP, LACP, CLU, is a Past President of NAIFA-Los Angeles and is active in the leadership of NAIFA partner Women in Insurance and Financial Services (WIFS); Steve Walker, LUTCF, (2021) is Past President of NAIFANorth Dakota and now serves on the

centers Advanced Practice Center

chapter Board; Rick Demko, CLU, RICP, LUTCF, LACP, (2020) is Past President of NAIFA-Houston and serves on the NAIFA-Texas Board; and Andy Bartling, FIC, LACP, (2020) is the Immediate Past President of NAIFA-South Dakota.

NAIFA will honor all of its leaders and award recipients at the upcoming National Leadership Conference and Belong celebration, November 13-15 in Washington, D.C. At the event, Petersen International Underwriters is sponsoring a YAT reception on the evening of the 13th . Petersen is a long-time supporter of NAIFA and the YAT program. During the Belong celebration, NAIFA will formally present the 2022 YAT Leader of the Year and Advisor Today ’s 4 Under 40 winners.

Webinars and In-Person Events Spotlight Advanced Practices for Advisors

The Advanced Practice Center, a joint project of NAIFA and the Society of Financial Service Professionals, has had an active year offering content and in-person events to provide thought leadership on advanced markets topics and concepts.

A series of APC Symposia wrapped up in Philadelphia in late September. The Philadelphia event – featuring industry

experts Andrew Rinn, JD, CFP, CLU, ChFC, Ameritas; Mark Massey, SMA Services, Inc.; and Chris Nyland and Kenneth DePaola, Fulcrum Partners, LLC – explored developing opportunities in advanced markets, the use of cashbalance plans, and opportunities associated with non-qualified benefits.

Andrew Rinn was also at NAIFA’s Apex sales summit in Phoenix in August. He presented, “Calling ALL Advisors! It’s Time to Focus on You!” The program provided four strategies for insurance and financial professionals to ensure their own financial security and prosperity.

Stacey McMahan, JD, CLU, ChFC, Director of Advanced Designs at Pacific Life, presented an APC webinar on ways that life insurance can factor into advanced planning for business owners. The program, which was sponsored by Pacific Life, focused on potential roles for life insurance in business succession, retirement planning, and estate planning. A case study presented by McMahan illustrated how these different planning phases all fit into a comprehensive financial plan for a business owner.

Advisors Discuss the Latest LTC Developments at Apex

Carroll Golden, CLU, ChFC, CLTC, CASL, LECP, FLMI, Executive Director of the NAIFA Centers of Excellence, kicked off NAIFA’s long-term care pre-conference workshop at the Apex sales summit with a review of how a shift in generational responsibilities is leading more clients to ask about extended and long-term care (LTC) options. Attendees participated in discussing the various methods for starting the conversation to unearth needs and objections to moving toward a plan. Golden shared statistics supporting the need for LTC in retirement planning.

The group also discussed the rising costs of care, especially for clients who wish to remain at home and age in

place. They reviewed the basics of the professional and personal impact on the lives of clients who are or who may become caregivers. Golden, the author of How Not To Tear Your Family Apart, shared a Three Step Framework to help advisors kickstart these critical conversations and help clients and their multi-generational families create a more financially stable future. Different planning options are available for healthy, not-so-healthy, and uninsurable clients.

Steve Cain, Director of Sales & Business Development at LTCI Partners, LLC along with Golden reviewed the Washington Cares legislation, which is the first publicly funded LTC initiative. Signed into law on April 1, 2021, the legislation creates a mandatory payroll tax – 0.58% of all W2 income – without an income cap (bonus and stock options included). LTCI Partners is a sponsor of LECP.

Washingtonians were able opt out of the tax and program if they owned a

centers Employee & Executive Benefits Center

qualified private LTC plan prior to Nov. 1, 2021. The overwhelming sales volumes that resulted from individuals seeking private coverage caused LTC carriers to “pause” LTC sales in Washington. Working groups are looking at the program from a variety of policy angles.

Los Angeles resident Cain provided great insight into California’s Long Term Care Insurance Task Force, which on December 15 will send a feasibility report on publicly funded LTC program options to the insurance commissioner, the legislature, and the Governor. Those wishing to opt out of the state program will have to purchase qualifying coverage in advance of the enactment of the state LTC program. Based on work done by the NAIFA Limited and Extended Care Planning Center’s Legislative Working Group (LWG), Golden reviewed several other state initiatives, including those designed to provide some financial relief to caregivers.

Learn more at lecp.naifa.org.

Apex Session on LTC Features Employee and Executive Benefits Center Sponsor AETNA

During the Apex event, Steve Cain of LTCI Partners LLC served as the moderator of a session titled “LTC Planning in a 5G World” with presenters Jamie Sarno from AETNA and Rich Kupetsky from SSK LTC Associates. This interactive learning lab, sponsored by Nationwide, focused on the evolving state of the LTC marketplace. Sarno presented a case study illustrating the many features and advantages of

including short-term care solutions in client plans. AETNA is a sponsor of LECP. Kupetsky and Sano fielded questions on how various options for LTC are changing as we advance toward a 5G world.

Long-term care insurance is one area where the work of NAIFA’s new Employee and Executive Benefits Center (ebc.naifa.org) will overlap with the efforts of NAIFA’s Limited and Extended Care Planning Center. AETNA’s contribution to the thought leadership at

Apex was illuminating for attendees, and the company is a sponsor of both the LECP and EBC.

Announced this past summer, the EBC is a community of agents, firms, carriers, and vendors that offers top-notch resources, innovative research, access to industry thought leaders, and opportunities for collaboration in the benefits space. Those interested in signing on as a sponsor of the center or providing content or expertise should contact ebc@naifa.org.

Level Up Your List Strategy

By Matt Wagner, ClientFocus

Here’s a question I get at least weekly from agents across the country:

“Matt, what approaches are other agents using to create review appointment lists?”

The simple answer is that we mostly see agents using alphabetical, renewals, birthdays, existing life, high-propensity for life, zip code, etc.

But those are just tactics. Let’s talk about strategy. Specifically, segmentation

Businesses segment customers based on demographics, psychographics, geography, etc.

For our industry, though, the best segmentation comes from two things:

• Product portfolio

• Customer Lifetime Value (CLV)

That’s because customers with different priorities will stack up differently against these two measures.

When you segment this way, you might get three to five customer profiles that have important differences.

• First, each profile’s priorities and needs are distinct.

• Second, how you attract, acquire, and retain each profile is very different (or should be).

• Third, your baseline conversations with them must be different to maximize your relevance.

• Fourth, the profiles contribute to your business’s financial health and growth differently.

Want to level up your customer engagement strategy? Here’s the short version:

1. Do a back-of-napkin sketch of your customer profiles based on portfolio and CLV.

2. Create a high-level micro-strategy for acquiring and retaining each profile.

3. Integrate your list creation into those strategies.

The (Slightly) Longer Version

Imagine that you have two customer profiles defined.

PROFILE A contains 50 households that look more or less like this:

• 3-4 vehicles, a house, an RV and some toys, etc.

• Life policies and retirement accounts

• Maybe a small business

• Average $1,500 of recurring commissions (ARR or “Annually Recurring Revenue”)

• 20 years of retention

You only have 50 of these, but they’re giving you ~$75K of combined ARR every year.

They’re also rewarding you with Customer Lifetime Value of $30K each at very high profit margins.

By contrast, let’s say PROFILE B has 500 households like this:

• 1 car with minimum coverage and a renter’s policy or a condo

• $100 of ARR and 4 years of retention

These 500 customers provide $50K of ARR and $200K of CLV, but they’re more work and they churn more often. Plus, a bigger chunk of that revenue went to acquisition cost.

Both profiles matter, but they have different needs and warrant different microstrategies if you’re going to optimize them. You’ll need to define and refine:

1. How much you should spend on acquisition.

2. How you’ll attract, acquire, and retain them.

3. How you’ll make your review appointment conversations super relevant.

Moreover, your biggest impact can happen as you help Profile B customers become more empowered insurance consumers as you meet with

them periodically. They’ll reward you handsomely for your commitment to them.

Back To List Preparation

Once you have your profiles and your microstrategies defined, integrate them into your list preparation process. Which profiles you add to the list is less important than putting them there on purpose.

You’ll need to have nailed down who will meet with each customer, how they’ll maximize relevance out of the gate, and how they’ll give the most value to each customer*.

*Bonus points if you (a) earn Profile A referrals and (b) make care calls to them between appointment intervals.

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NAIFA’s Business Performance Center (BPC) provides tools and resources to build your agency or firm. Designed for those who have embarked on their own to expand their agency or firm, the Center focuses on how and when to build your practice as well as when it’s time to explore succession planning. The Center offers access to experts and hosts events that explore pertinent issues in recruitment, training, expansion, operations, and valuation of your firm.

Whether you’re looking for new tech tools to optimize your practice, the latest thought leadership on how to expand your business’s footprint, or new ways to partner and grow your book of business, the Center is for you. Learn more at bpc.naifa.org.

Flappers & Flip-Flops

Apex attendees celebrate the profession at the theme party based on the Arizona Biltmore’s illustrious history.

NAIFA’s Advocacy Doesn’t Take a Recess

More than 350 members shared NAIFA’s Main Street message at in-district meetings with lawmakers during the summer Congressional recess.

NAIFA-SC’s Blake Amick, Bruce Pope, David Grooket, and Roger Johansson with Rep. Joe Wilson NAIFA-GA’s Kenneth Pendley with Caskey Dyer from Rep. David Scott’s staff

NAIFA-IN members with Rep. Victoria Spartz

NAIFA-UT’s Tim Johnson and Dori Phillips with Rep. Blake Moore

NAIFA-TX’s John Ruckel with Rep. Pete Sessions

NAIFA-AZ’s Patty Chesebrough and Barry McBride with Rep. David Schweikert

NAIFA-NY’s David Perrotto and Vinny Dallo with Rep. Joe Morelle

NAIFA-IL’s Dennis Dean with Rep. Brad Schneider

NAIFA-TX’s John Ruckel with Nathaniel Moran, candidate for Congress

NAIFA-TN’s Tim Moran and Mark Miller with Rep. David Kustoff

NAIFA-WI members with Rep. Mike Gallagher

Rep. Burgess Owens speaks with NAIFA-UT members

NAIFA-IL’s Xiao Chen and Jackson Knope in virtual meeting with Rep. Sean Casten and staff member Aaron Groce

Statement of Ownership

The National Leadership Conference and Belong Shine a Light on NAIFA’s Leaders

There is a leader inside every NAIFA member. The skills that propel insurance and financial advisors to succeed in a very tough business, build their practices, and provide confident guidance to clients large and small are often the same as those that make great leaders.

It’s no wonder that so many NAIFA members play leading roles in their communities, are politically aware and involved, and are highly successful entrepreneurs and business owners. NAIFA exists to help financial professionals succeed and reach the peak of their profession. Time after time, top-performing agents and advisors say they wouldn’t be where they are today if it hadn’t been for NAIFA.

leaders are the lifeblood of our association. Becoming a NAIFA leader at any level is a great way to give back to your industry and your colleagues. It’s also a great way to give back to yourself.

NAIFA leadership is personally rewarding and differentiates those who volunteer from those who choose to sit on the sidelines. Taking on a leadership role opens new opportunities and helps you get the very most out of your association membership. It can lead to further recognition – from being featured in NAIFA’s publications and online content to receiving NAIFA’s most prestigious awards.

Celebrating NAIFA’s Leaders

The National Leadership Conference (NLC) and Belong awards celebration, November 13-15 in Washington, D.C., is NAIFA’s signature event to recognize

and reward our leaders and award winners. The NLC begins with targeted training and collaborative sessions. The leader-training portion of the NLC was completely revised and revamped last year to educate, train, and encourage NAIFA’s volunteer leaders to take full advantage of the resources, relationships, and people power of our membership together as One NAIFA.

The true purpose of the NLC is to serve as the launchpad for NAIFA leaders planning, working, collaborating, and leveraging their shared resources as NAIFA Nation. Based on what we learned this past year, additional fine-tuning promises to make the 2022 NLC more impactful than ever. It is an event that every NAIFA leader should attend.

It is also NAIFA’s annual business meeting where we will elect and swear in our 2023 national leadership and also swear in our 2023 chapter leaders. The Belong event will celebrate not only our new leaders but also the 2022 NAIFA Award winners, including the John Newton Russell Memorial Award recipient, Terry Headley Lifetime Defender, Young Advisor Team Leader of the Year, NAIFA Diversity Champion, and Advisor Today ’s 4 Under 40.

The NLC and Belong are how we recognize and reward the best of the best among our members. If you want to explore NAIFA leadership opportunities, contact your state or local NAIFA chapter to learn how you can get involved.

NAIFA leaders are sworn in at the National Leadership Conference.

How sharp is your life insurance trust planning saw?

As a financial professional, you help clients select the appropriate life insurance policy to achieve planning goals. Put yourself in a better position to assist by having an understanding of the various types of life insurance trusts and the ability to communicate them in simple terms. Here are three trust strategies to know:

• Reduce estate tax exposure and create tax-free liquidity with an Irrevocable Life Insurance Trust (ILIT)

• Reduce estate tax exposure, create tax-free liquidity and allow lifetime access to life insurance cash value with a Spousal Lifetime Access Trust (SLAT)

• Reduce estate tax exposure, create tax-free liquidity, allow lifetime access to life insurance cash value and enable grantor to swap assets in and out of a trust during lifetime with an Intentionally Defective Grantor Trust (IDGT)

Use the QR code to the right to get single-page concept flyers for use with clients and prospects designed to provide general education and keep the conversation going.