Independent Life Insurance & Annuity Product Development

Product Intelligence


Our original research on emerging market trends, including products and concepts that we’ve pioneered.

The Life Product Review

Life Innovators President Bobby Samuelson publishes a subscription-based weekly newsletter under a separate brand, The Life Product Review, that covers a technical perspective on life insurance carriers, product, distribution, and sales practices.

Product Intelligence


Developing unique and groundbreaking life insurance and
annuity products.

Bobby Samuelson
President & CEO

Bobby co-founded Life Innovators in 2018 and has been President since its inception.

Bobby was formerly Senior Vice President and Head of Life Insurance and Annuity Product Development and Pricing at Brighthouse Financial and Vice President of Life Product Development at MetLife.

Prior to joining MetLife in 2013, Bobby was a consultant to life insurers, distributors and high-end agents. He is the third generation of his family to work in life insurance.

He has also been the Executive Editor of The Life Product Review, the industry’s best source for independent life insurance product intelligence, since 2012. Bobby is a regular keynote speaker at corporate and industry events and has been quoted numerous times by the Wall Street Journal.

Sutton White, CRC
Head of Annuity Development

Prior to joining Life Innovators as Head of Annuity Development in 2021, Sutton was Vice President, Fixed and Indexed Product Management at Jackson National. In addition to revitalizing Jackson’s Fixed and FIA product lines, Sutton and his team were instrumental in the development of Jackson’s RILA offering.

Sutton was previously Director, Annuity Product Development at Brighthouse Financial. Prior to that, he was First Vice President, Annity Product Manager at SunTrust Private Wealth Management. He began his career as a Retirement Consultant at Wachovia (now Wells Fargo Advisors).

He holds his Series 7 and Series 63 securities licenses as well as  Life, Health and LTC licenses and has his Certified Retirement Counselor designation.

Marshall Tilley, ASA
Head of Pricing and Implementation

Marshall is an Actuary who is experienced in life and annuity pricing, administration, and corporate model development.

Marshall joined Life Innovators in 2022 having previously worked at FIS as a Senior Managing Consultant for the actuarial modeling software Prophet, working on all facets of Life and Annuity actuarial modeling.

Prior to joining FIS, Marshall was an Actuarial Consultant with Brighthouse Financial and MetLife in a life pricing role, with responsibilities in modeling and managing the testing of the administration and illustration systems for all life insurance products.

Marshall received his ASA designation in 2019 and is working towards becoming an FSA.

Sam Wiss, RICP
Head of Sales and Marketing

Sam joined Life Innovators as Head of Sales & Marketing in 2022. He was formerly Director of Sales Development and External Wholesaler with GILICO, covering the IMO distribution for fixed annuities.

Prior to GILICO, he led sales, marketing and recruiting for GPIS, an independent marketing organization distributing fixed annuities and life insurance.

Sam was previously Regional Vice President for Athene, covering the Broker/Dealer channel & also Director of Sales in Athene’s IMO channel for fixed annuities.

He started his career as a Consultant with FactSet, a financial data & analytics company, covering the fixed income vertical.

He holds his Life license and is a Retirement Income Certified Professional (RICP®) through the American College of Financial Services.

Ready to break new ground?


Life Innovators, LLC
19520 West Catawba Avenue
Suite 200
Cornelius, NC 28031