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Page 32

the Fıeld

A Visit With Agents of Change

S Insurance

From Stay-At-Home Mom To

Evangelist

How Sheryl Moore grew into one of the life and annuity industry’s leading product experts By John Hilton

28

InsuranceNewsNet Magazine » February 2020

heryl Moore found herself alone at just about the worst time in life to be alone. A single, stay-at-home mom of three kids with no child support and no job, she calculated her child care costs at $455 a week. And that’s even if she could find a job. Facing few options, Moore moved from St. Louis back to her mom’s home in Des Moines — and discovered a career waiting for her. “For me, the answer was insurance,” she said, “because Des Moines is the second-largest insurance hub in the U.S. I knew if I worked in insurance and the company I worked for got bought out or acquired by somebody else or went under, that I wouldn’t have to worry about missing a paycheck and not being able to provide for my kids.” That was more than 20 years ago. From that first entry-level job in customer service, Moore asked questions and learned, asked more questions and got to know the right people who had the best answers. She learned fast in a business not known for producing fast learners. After a few years mastering product development, competitive intelligence and marketing, Moore took a leap of faith and started her own company in 2005. Today, she is one of the industry’s top experts on product performance and pricing. “I really trust her impressions and instincts,” said Denny Southern, president of annuities and retirement planning for AmeriLife Group. “She’s got a real moral compass to her opinions. Sheryl is very much about the end consumer in terms of what she talks about, and she really wants to see the industry evolve around that.” The journey from there to now has been filled with stunning success and the worst tragedy. Known for her warm smile and engaging personality, Moore openly shares details of both the good times and the bad. Through it all, Moore keeps starting new projects and growing. Her main businesses are Wink Inc. and Moore Market Intelligence, and related competitive intelligence tools, including AnnuitySpecs, LifeSpecs and Wink’s Sales & Market Report. “I consider myself like an insurance evangelist,” Moore said. “It’s my job to take these very complex products and

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InsuranceNewsNet Magazine - February 2020  

Suitafiduciary? New York’s Regulation 187 inspires dread for many insurance professionals who don’t even operate in that state. Will agents...

InsuranceNewsNet Magazine - February 2020  

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