As 2024 comes to a close, Ohlson Group proudly reflects on a year filled with growth, new partnerships, and significant milestones. This year, we celebrated remarkable anniversaries within our leadership team. My partner and brother, Nick Ohlson marked his 21st anniversary with the Ohlson Group, demonstrating his unwavering commitment and vision. Similarly, I celebrated 18 years with the company, continuing to drive our success as a family business. We also honored Annie Konopka and Jason Garriott, both of whom reached their 14-year anniversaries, showcasing their dedication and excellence in serving our clients and agents. Levon Justice celebrated his fourth anniversary working with Ohlson Group. There’s not enough space to thank everyone on the team – however it goes without being said that each member of our team is an invaluable link in our chain to success.
 
This year brought new opportunities as we partnered with carriers like Axonic, Baltimore Life, and Lumico, broadening our ability to deliver top-tier products and solutions. We also welcomed over 100 new agents into the Ohlson Group family, further strengthening our network. A standout moment of the year was our August convention in Carmel, where agents, partners, and staff gathered to celebrate accomplishments and plan for the future. The event featured inspiring guest speakers, including Kim O’Brien from FACC and representatives from Revol One Financial, North American and One America, sparking fresh ideas and reinforcing our shared vision.
 
At the Ohlson Group, we’re more than just a business—we’re a family. We deeply value the relationships we’ve built with our agents and partners, and we consider you an essential part of that extended family. Working with you this past year has been a privilege, and we look forward to continuing our collaboration in the years ahead.
 
As we approach 2025, we’re thrilled to announce exciting developments, including innovative lead-generation strategies appointment-setting services, cutting-edge technology, and the strong leadership and availability you’ve come to expect. Thank you for being part of our record-setting year. Here’s to making 2025 another incredible year together!

​In the competitive landscape of the annuity market, building a strong database of sales opportunities is essential for annuity professionals to thrive. This document outlines key strategies for effective lead generation, nurturing prospects, and cultivating long-term client relationships. We'll explore the importance of consistent communication drips, the significance of addressing the need for more decision time, and the unique challenges of reaching potential clients during non-traditional hours.

Lead generation campaigns are the lifeblood of any annuity professional's success. By proactively seeking out potential clients who may benefit from annuity products, you can build a steady pipeline of qualified prospects. These campaigns can involve a variety of tactics, including online advertising, content marketing, networking events, and referral programs.
​
The key is to target your efforts towards individuals who are likely to be receptive to your message. This could include individuals approaching retirement, those with significant savings, or those seeking to protect their assets from market volatility.

A well-structured lead generation campaign can effectively capture leads and nurture them through the sales process. It allows you to gather valuable information about potential clients, track their engagement, and ultimately convert them into paying customers.

While some leads might convert quickly, many potential annuity clients require more time to evaluate their options. This is where long-term communication drips come into play. A well-designed drip campaign allows you to stay top-of-mind with prospects without overwhelming them.

These campaigns can involve a combination of emails, texts, and even phone calls, strategically spaced out over time. Each communication should provide valuable content, answer common questions, and reiterate the benefits of an annuity product.
​
The goal is to educate and inform potential clients while simultaneously demonstrating your commitment to helping them make informed decisions. This approach helps to build trust and position you as a reliable resource.

Many annuity professionals are quick to move prospects through the sales process. While this approach can be effective in some cases, it's crucial to recognize that individuals often need more time to make significant financial decisions.

Annuity products, by their nature, involve long-term commitments and potentially large sums of money. This complexity necessitates a period of research and deliberation.
​
By being patient and understanding the need for time, you can build a stronger relationship with potential clients and increase your chances of closing a deal. Emphasize the long-term benefits of annuity products and encourage open communication throughout the decision-making process.

Traditional 9-to-5 business hours may not be the most effective way to reach potential annuity clients. Many individuals are still working during this period and may not be readily available to discuss financial planning.
It's essential to consider reaching out during non-traditional hours, such as evenings and weekends. This allows you to connect with prospects when they are more likely to be available and receptive to your message.
​
Technology can be a valuable tool in this regard. Leverage email marketing, automated text messaging, and even social media platforms to engage with prospects outside of traditional business hours.

​The key to turning leads into paying clients is consistent and strategic outreach. Don't rely solely on a single touchpoint. Instead, implement a multi-channel approach that combines email, text, and even phone calls.
Each communication should be personalized and tailored to the individual's needs and interests. Utilize lead nurturing tools to track engagement and customize follow-up efforts.
​
Don't just send out generic marketing materials. Provide valuable content that educates prospects about annuities, addresses their specific concerns, and positions you as a trusted advisor.

Building a long-term relationship with clients is key to continued success. Once you've closed a deal, don't simply move on to the next prospect. Instead, maintain regular communication, provide ongoing support, and demonstrate your commitment to their financial well-being.

This could involve sending out periodic updates, hosting educational webinars, or simply checking in to see how they are doing. By nurturing these relationships, you can create a loyal client base that generates referrals and provides consistent revenue streams.
​
Strengthening client relationships over time is crucial for annuity professionals. It builds trust, fosters loyalty, and ultimately leads to more business opportunities.

Building a robust database of sales opportunities is essential for success in the annuity market. Here are some key takeaways for annuity professionals:
​

• Proactively seek out potential clients through effective lead generation campaigns.
• Implement long-term communication drips to nurture prospects and build relationships.
• Address the need for decision time by offering clear information and supporting prospects throughout the process.
• Reach out to leads during non-traditional hours to increase engagement.
• Utilize multi-channel outreach to create a consistent and personalized experience.
• Foster long-term client relationships through ongoing support and communication.

Consider the Executive Bonus Plan strategy when talking with business owners. Undoubtedly you will come across business owners looking for ways to reward and retain key employees. Many business owners are not aware of the amazing benefits of using life insurance and the Section 162 Executive Bonus Plan to reward key employees while also getting a tax deduction for the bonus amount. Let’s take a quick dive into this sales idea …

A Section 162 Executive Bonus Plan is a strategy where an employer uses life insurance to provide a selective benefit to key employees. Here's how it works:

Structure:

1. Employer Purchases the Policy:

• The employer buys a life insurance policy on the employee's life, often with a permanent life insurance product like whole life or indexed universal life.
• The employee owns the policy, and the employer pays the premiums as a bonus.

2. Taxable Bonus:

• The premium payment is treated as a taxable bonus to the employee.
• The employer gets a tax deduction for the bonus amount, as it qualifies as compensation. Employer can “double bonus” employee to offset any tax liability.

3. Employee Benefits:

• The policy accumulates cash value tax-deferred, which the employee can access for retirement or other needs via loans or withdrawals.
• The policy provides a death benefit to the employee's chosen beneficiaries.

4. Golden Handcuffs:

• To retain the employee, employers can include a Restrictive Endorsement (also called a REBA), which restricts access to the policy's cash value until certain conditions, such as staying with the company for a set number of years, are met.

​Key Benefits to Consider …

For Employers:

• Deductible compensation expense.
• Simple implementation without needing IRS approval.
• Customizable to selectively reward top performers.

For Employees:

• Ownership and control of the policy.
• Tax-deferred cash value growth.
• A valuable death benefit for heirs.

Tax Considerations:

• The bonus is taxable income for the employee, but a "double bonus" plan can cover both the premium and the employee's tax liability.
• The death benefit is typically tax-free to beneficiaries under current IRS rules.
• This plan is popular because of its flexibility and potential to incentivize and retain high-value employees while offering them significant financial benefits.

Ohlson Group is well-versed in all types of life insurance plans – we can help you design these types of cases. Let us know if you need help on your next one!

Annuity agents can guide clients in funding SPL policies creatively:
1035 Exchanges: Use the cash value of existing life insurance to fund SPL policies tax-free. This is a smart upgrade for clients with underperforming life insurance, often resulting in higher death benefits and tax-free chronic illness coverage.

Non-Qualified Annuities:
For clients with non-qualified annuities set aside for heirs, converting these funds into an SPL policy can double or even triple the value transferred. Although there’s a tax cost to repositioning, the result is a larger, tax-free legacy.

Ohlson Group has been working the Single Premium Life marketplace for years and has even helped develop products in the past. Our seasoned team is ready to help you put together your next wealth transfer case.

Joe and Nick Ohlson are not just brothers; they are the driving force behind Ohlson Group, a boutique IMO dedicated to empowering agents at all levels of production. Their journey in the insurance industry began under the mentorship of their father, Raymond J. Ohlson, whose impressive career spanned over 40 years. Ray’s experience ranged from being an agent to serving as president of an insurance company, culminating in the founding of Ohlson Group. His legacy is one of dedication, integrity, and a deep understanding of the insurance landscape, lessons that Joe and Nick carry forward every day.

At Ohlson Group, Joe and Nick have developed a unique approach to supporting agents that big IMOs often overlook. While they of course appreciate their top producers, including those generating $30 million in annuities, their true passion lies in helping $1 million to $5 million producers. They believe that every agent deserves the tools and support necessary to grow their business, and they have tailored their services to meet the needs of these often-ignored professionals.  ​

Branding is another critical element of the Ohlson Group's success. Through their partnership with www.safemoneyplaces.com, Joe and Nick empower agents to establish a strong online presence. This platform helps agents position themselves as trusted advisors in the financial services sector, attracting clients and enhancing their credibility.

​ 
That’s exactly what many think is possible with accumulation products that also offer living benefits. The truth is that an income, living benefits and death benefits all come from the same pool, they are just accessed at different time and through different triggers.

The answer, of course, is no. That said, this is exactly what some clients may think is possible with the “Swiss Army Knife” approach to Indexed Universal Life case design. The typical illustration, regardless of the illustrative rate used, displays the maximum level income possible. One of the underlying assumptions in that illustration is nearly always the use of participating loans. While there is nothing inherently wrong with that approach, it does become a problem when the policy’s living benefit features are an important part of the sale.

When considering these products, most clients will undoubtedly be attracted to the value proposition of a single product that offers death benefit protection, supplemental retirement income and a backstop of benefits should they need care later in life. What they don’t understand, unless the advisor takes the time to fully explain policy mechanics, is all of these benefits effectively come from the same pool of money. Their expectation is that they have all three of these benefits and that they are independent from one another.
The living benefits, in their mind, are in addition to any income they may take from the policy. The reality is that the use of loans to take income out of the policy effectively eliminates the client’s ability to access the living benefits like a Chronic Illness or Long-Term Care Accelerated Benefit Rider (ABR).
​
The primary reason behind this is in the fine print of these riders. Virtually all of them include a provision that requires a partial repayment of any outstanding loans with each benefit payment under the ABR. Even with a modest loan balance, the end result is a net payment to the client, reduced by the loan repayment, that is less than the income they are already taking from the policy. In addition, most ABRs have a provision that forbids taking loans and benefits under the ABR in the same year. Clients have to take one or the other. Figure 1, below, demonstrates how quickly an outstanding loan balance becomes an issue: The net benefit from the ABR can fall below that of the income they are already taking as quickly as the 4th year of the income phase. This essentially eliminates any increased income from the ABR, exactly the opposite of their expectation.

Fortunately, there is a solution. It requires changing the way income is illustrated and ultimately taken from the policy. Rather than illustrate income via loans from day 1, illustrate income via withdrawals to basis before any loans are taken. This immediately defers the onset of one of the factors driving this issue: The accumulation of a loan balance that has to be repaid when on claim.

This is but one of a handful of case design and management best practices to follow as well:
​

• Illustrate income via withdrawals. This defers the accumulation of a loan balance and produces a lower illustrated income.
• Begin income later in life. This again pushes out the time when a loan balance will begin to accumulate, preserving meaningful ABR benefits.
• If and when the client needs care, resist the temptation to immediately file a claim. Given that most claims last for less than five years, simply beginning to take a larger income projected for five years via loans may produce a larger net payment to the client than available ABR benefits. This also avoids the paperwork and potential delays in accessing funds that can stem from even the most efficient claims process.

As effective as those strategies may be, they do not truly address the underlying issue of all policy benefits coming from the same pool of money. For the client who truly wants all three of these benefits, a multi-policy solution that addresses all three needs is undoubtedly going to be a superior solution. It will, however, require a greater financial commitment, which some clients may not be able or willing to make. If that’s the case, then a properly structured and managed single product strategy is a great start to managing these planning risks.

Prospecting leads is similar to planting seeds on a farm. You have to nurture those seeds with the right nutrients, care for them, and wait patiently for the seeds to sprout and grow before you can harvest the crop. Not all of the plants will survive, but if you have enough plants to nurture, your farm will inevitably yield enough crops to be successful and meet your yield goals. For this reason, it’s important to always be collecting and planting new “seeds” to keep your sales funnel in pristine condition. Seeds and Sales Require nurturing

Having a website can only improve your odds to making contact with leads, setting appointments, and closing sales. There's really no downside to having a website. I know you've been successful in the past, so it's understandable to feel like you're not in dire need of a website. So, I totally get not wanting one or seeing why it's important to have one.

However, if having a website helps you acquire even just one new client, it's probably worth it, right?

Especially if we supply you one for free, there's not much to lose. At the very least, it wouldn't hurt to have an agent website because a good website helps you to build even more trust and credibility with prospects, who do not know you or your passion to help them... yet.

• First off, if you’re paying for leads online through Search Based Advertising, your prospects are already on the internet to conduct research.
• Many people will visit company websites they are thinking of doing business with. 
• They expect you to have a professional website with useful info and resources.

Not having a website (or having a bad one), may dissuade certain prospects, especially high end clients, from wanting to work with you.

• Many people simply expect businesses to have websites, across all industries. 
• People will most likely not tell you, but one of the main reasons why they're not going to do business with you is because of you not having a website for credibility. 
• Those people will just ignore your calls and emails, or ask you to stop contacting them.  
• Having this credibility and resource to refer prospects to can build trust in you and your business.

Here are a few questions I typically ask agents about this subject of not having a website vs having one...
​

• "Would you have decided to choose and contract with Ohlson Group to write business through if we didn't have a website?"
• "If we didn't have an OhlsonGroup.com website, what would have been your first impression of Ohlson Group?"
• "Would we look professional to you without a company website?"
• "Would you be more likely to choose to work with a competitor IMO who has a website, if we didn't have one?"
• Would you have been able to explore all of our services and resources the same?

​
If you want assistance with building a website, we actually provide websites free of charge to you! This is a value of $1000s, as most website setup fees are very expensive. Those websites typically don’t even include educational content, which would increase the cost of development significantly. 

Why spend the time and money building your website, when we have one ready for you right now? Not only is this an important, if not almost necessary, space in the digital world to showcase your business, brand, and services, but it also contains educational content to benefit your client. We have the videos, the client guides, overview articles, and professional branding you need to make a good first impression to win over the prospect’s expectations and make them want to do business with you. 

As society becomes more digital, as a business owner, it is crucial you remain in the front of all prospects, especially high end prospects. So, schedule a chat with one of our marketers today and give your business the boost it needs to bring in even more revenue in 2023. ​

Current and pre-retirees are in a pinch and they are worried. Contrary to what many might think, it’s the retirement income that will help them stay afloat. We need to come to the rescue! This might just be our time to shine.

Forget all the wonderful projections of the past few years, and focus on the guaranteed retirement income benefits of a Fixed Index Annuity. Have clients that are CD buyers? Show them the CD and Bond alternative. That is the shiny and beautiful MYGA.

I am not suggesting that people dump all their equities because they will come back. I am hanging in there but I, like others, wish to add to more Safe Money Places. Our products are perfect for today and tomorrow. Americans are looking for guaranteed income and good return on short term products. So, what to do? Read on…

Need leads? We have territories that are open for our wholesale priced digital annuity leads. See if you area is open. Call our marketing team to set up a proposal for your prospects and clients. Try laddering MYGAs and FIAs. Ladies and gents, this is our Super Bowl… our World Series and more. Let’s win together and help America.