We create groundbreaking life insurance and annuity products and partner with top-tier life insurers to bring them to market
We don't just come up with abstract concepts.Learn More
We don't just come up with abstract concepts. We build real products that change the face of the life insurance and annuity market, leveraging external resources and relying on our own experience to ensure that all of our products are compliant, feasible, and implementable before engaging with our life insurer partners.
When we say partnership, we mean it. WeLearn More
When we say partnership, we mean it. We work with life insurers through every step of the product development process to ensure that the final result stays true to our concept but is distinctly and uniquely theirs, reflecting each company’s mixture of strengths, capabilities and strategy.
Original products require original research. We craft andLearn More
Original products require original research. We craft and analytically support the value proposition of the generic product concept and work with the product and marketing teams at each life insurer to create unique and compelling stories for their specific embodiment of the product.
Our original research on emerging market trends, including products and concepts that we’ve pioneered.
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.
Developing unique and groundbreaking life insurance and
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.
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.
Life Innovators, LLC
19520 West Catawba Avenue
Cornelius, NC 28031