Independent Life Insurance & Annuity Product Development

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The Life Product Review

Life Insurance

A subscription-based weekly newsletter that covers a technical perspective on life insurance carriers, product, distribution, and sales practices.


Bobby Samuelson
Bobby Samuelson
President & CEO

Bobby co-founded Life Innovators in 2018 and has been President and CEO 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 is also the Executive Editor of The Life Product Review since 2012. Bobby is a regular keynote speaker at corporate and industry events.

Sutton White, CRC
Sutton White, CRC
Head of Annuity Product

Prior to joining Life Innovators as Head of Annuity Product 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
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
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.

Steve Cox, FSA
Steve Cox, FSA
Head of Life & Combination Products

Steve has worked in the insurance industry since 1988 in a wide variety of roles.  He spent his last 10 years on the carrier side as Vice President of Product and Pricing for OneAmerica Financial Partners, a role in which he led the life, combination, and annuity pricing and product development for the company’s Individual Life and Financial Services division.

He added Risk Management to his title during the last two years, after he brought the company’s individual underwriting team under his leadership.  In that role, Steve also led the illustrations team, coordinated reinsurance for all products, and managed the experience studies group.

Steve is a Fellow in the Society of Actuaries, and a member of the American Academy of Actuaries.   Steve is also a licensed high school basketball official in the state of Indiana.

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Life Innovators, LLC
11526 Glenn Abbey Way
Charlotte, NC 28277