From Sales to Significance

In 2009, I wrote a letter to our clients and community that reflected a major turning point in my life and in our business. Now, more than 15 years later, its message still rings true—perhaps even more so in today’s complex and fast-paced world.

Back then, I was what you'd call a walking cliché of success in the financial industry—a “top producer,” a President’s Club member, someone who could line a wall with plaques and awards.

I worked hard. I played by the rules. I tried to do the right thing. But I realized that those accolades weren’t about the quality of service we provided to clients. They were about revenue. Production. Sales.

I had too many clients, worked too many hours, and—like many high achievers—was constantly chasing “more,” without ever asking what “enough” really looked like. I made a good living, but I didn’t have a great life. And deep down, I knew something had to change.

Call it a moment of clarity. A wake-up call. An epiphany. Whatever it was, I finally had the motivation to not just think differently—but to live and work differently.

I threw away every sales script.Donated the mountain of sales books.Tossed the binders full of tactics and formulas.

Because when you're helping, advising, inspiring, and genuinely serving people, why should you need anything but the truth?

That shift wasn’t just personal—it was structural. In 2008, we made the bold move to divest a large portion of our business. With fewer than half the clients we once had, we entered the worst economic downturn in a generation—and still managed to grow.

That experience showed me something powerful:If we focus on improving our clients’ quality of life—by offering them a proprietary, turn-key, comprehensive system that handles every financial detail—they gain the freedom to focus on what truly matters.

And when you deliver that kind of clarity, people want to share it—with their families, their friends, and their communities.

Here in 2025, that philosophy still guides everything we do. The world has changed in many ways, but our commitment to serving with clarity, purpose, and integrity remains exactly the same.

Thanks for being part of the journey.

Warmly,

Gregory Luken