Jeremy Lach discusses why top annuity producers outgrow big box IMOs
Listen to the interview on the Business Innovators Radio Network: https://businessinnovatorsradio.com/interview-with-jeremy-lach-president-of-empire-marketing-partners-why-top-annuity-producers-outgrow-big-box-imos/
Discussed the common trajectory in the financial services industry where professionals start with larger firms to learn the ropes before venturing out on their own. Jeremy highlighted the hidden growth ceilings that advisors often encounter with big box IMOs, such as becoming just a production number and missing out on personalized support and growth opportunities.
In the ever-evolving landscape of the financial services industry, many professionals begin their careers with aspirations of building a lasting legacy. For many, this journey starts with aligning themselves with established organizations, often referred to as Insurance Marketing Organizations (IMOs). While these IMOs can provide invaluable resources and support, they can also impose growth ceilings that may hinder an advisor’s potential. Recognizing these ceilings is crucial for advisors seeking to maximize their impact and achieve long-term success.
IMOs serve as intermediaries between insurance carriers and independent agents. They offer a range of services, including training, marketing support, and access to a variety of products. For new advisors, joining an IMO can seem like a logical step; it provides a safety net and a structured environment in which to learn the intricacies of the industry. However, as many seasoned professionals, like Jeremy Lach, have discovered, these organizations can sometimes stifle growth and limit opportunities.
Initially, the support and resources provided by an IMO can create a sense of stability. Advisors may feel that they have found a home where they can thrive. However, this sense of security can quickly morph into complacency. As Jeremy pointed out, many advisors may not realize they are stagnating until it’s too late. The metaphor of the “frog in boiling water” aptly illustrates this phenomenon; when the temperature rises slowly, the frog fails to jump out until it is too late. Similarly, advisors may overlook subtle signs of stagnation, leading to missed opportunities for growth.
Recognizing growth ceilings within IMOs involves understanding the limitations that these organizations can impose. Here are several key indicators that advisors should be aware of:
- Limited Product Offerings: Some IMOs may primarily have exclusive agreements with specific carriers, which can restrict the range of products available to advisors. This limitation can hinder an advisor’s ability to meet diverse client needs and adapt to changing market conditions.
- Commission Structures: IMOs may impose commission limits that may not be favorable to all advisors. These structures can limit earning potential and create a sense of dependency on the organization. Advisors may find themselves working harder for less reward, leading to frustration and burnout.
- Lack of Autonomy: While IMOs provide support, they can also impose rigid guidelines and restrictions on how advisors operate. This lack of autonomy can stifle creativity and innovation, preventing advisors from developing their unique value propositions.
- Inadequate Support for Growth: As advisors progress in their careers, they may require more advanced training and resources to scale their businesses. However, not all IMOs offer the necessary support for growth, leaving advisors feeling unsupported and directionless.
- Cultural Misalignment: As advisors evolve, their values and goals may shift. If an IMO’s culture does not align with an advisor’s vision, it can lead to dissatisfaction and a sense of being trapped in a misaligned partnership.
For advisors who recognize these growth ceilings, the next step is to consider alternatives. Transitioning to a more entrepreneurial environment can provide the freedom and resources necessary for growth. As Jeremy Lach did when he founded Empire Marketing Partners, taking the leap to establish one’s own firm can lead to greater autonomy and the ability to create a lasting legacy.
In conclusion, while IMOs can offer valuable support and resources for new advisors, they can also impose growth ceilings that hinder long-term success. By recognizing the signs of stagnation and understanding the limitations of these organizations, advisors can take proactive steps to break free from constraints and pursue their own entrepreneurial aspirations. The journey from acting like an employee to a business owner may be challenging at first, but it can also be immensely rewarding for those willing to embrace the risks and opportunities that come with it. Ultimately, the key to success lies in recognizing the potential for growth and taking the necessary steps to achieve it.
Jeremy shared: “there’s a lot of people that do what we do, but yet it’s such a small industry and there’s a lot of wonderful you know, large-scale IMOs. The larger a firm gets, advisors, they kind of become more of a production number. I mean, not really a partner. That’s when the focus is mainly on your volume and not really your personal growth”
About Jeremy Lach
Jeremy has spent more than 20 years in the financial services industry building, scaling, and strengthening distribution channels for independent financial professionals across the country. His career began in retail financial services in 1999, shortly after graduating from St. John’s University in Collegeville, Minnesota. He then spent two years with John Hancock Financial, where he built a strong foundation in product knowledge, and client strategy.
In 2001, Jeremy transitioned into the wholesale channel with American Financial in Minneapolis; a move that shaped the trajectory of his career. Since then, he has dedicated himself to helping independent insurance reps, Advisor Representatives (IARs), RIAs, and Registered Representatives grow their businesses with intention and discipline.
In today’s IMO world, support often comes *after* they’ve already proven themselves. Empire was built to change that.
Jeremy believes in identifying talent early and backing it immediately, not waiting until production numbers make the decision easy. At Empire Marketing Partners, they support advisors at launch and throughout their growth by being a stable, strategic partner from day one.
He is committed to proving that through superior service, experience, and consistency, they bring more value than anyone else in the space. This isn’t transactional. They operate like family, and their actions reflect that commitment every step of the way.
Today, Jeremy is focused not only on supporting advisors operationally, but also on strengthening his brand and influence within the industry—aligning with like-minded professionals and firms who are committed to growth, excellence, and long-term impact.
Learn more: http://www.empiremps.com/
Jeremy Lach is the Founder of Empire Marketing Partners, an independent marketing organization (IMO) that supports licensed insurance professionals. The views and opinions expressed in this podcast/interview are for informational and educational purposes only and should not be construed as individualized investment, tax, or legal advice.
Empire Marketing Partners does not provide direct financial planning or investment advisory services to the public. Insurance and annuity products are offered through properly licensed insurance professionals and are subject to state availability, carrier underwriting guidelines, and suitability requirements. Guarantees referenced, if any, are backed solely by the financial strength and claims-paying ability of the issuing insurance carrier.
Financial professionals and consumers should consult their own qualified advisors regarding their specific situation before making any financial decisions.