True Blue Founder Brian Greenberg Selected for Million Dollar Roundtable

Moral: Don’t bother your customers—and they’ll reward you with their business!
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Author: Brian Greenberg CEO of True Blue Life Insurance
Last updated: June 21, 2021

 We have some great news: our own founder and CEO Brian Greenberg just won an important honor. He was invited to join the Million Dollar Roundtable, the premier association for professionals in the financial and insurance field. Only the top 1 percent of agents nationwide qualify for membership, so it’s a big deal.

We want to extend our warmest thanks to you for making it possible!

You may not know it, but True Blue began in an unusual way. Brian started his career working as a traditional agent for a large company, setting up appointments and making in-person visits to potential customers in their homes. But he never felt comfortable making sales pitches.

“My theory is life insurance should never be sold. It should be bought,” he says.

While personal contact is considered a vital tool in many businesses, in the life insurance business, Brian was noticing something else.

Some people felt uncomfortable discussing their medical history and having their blood pressure taken by an insurance agent—requirements for getting the insurance. Others were squeamish about discussing their financial history and goals, especially if they had lost money. Obtaining insurance also required a lot of paperwork and time.

Being a computer-oriented guy in his 30s, Brian did what came naturally and in 2007, created his own online life insurance business.

He doesn’t have to try to convince people to buy life insurance anymore—if they’re shopping for it, they can use this site. People don’t have to discuss their prostate cancer or their failed investments face-to-face, or even over the phone.

Other companies sell insurance on the internet, but every one of them follows the same pattern: they collect a little information, then they require a phone call, often attempting to upsell the customer.

Brian doesn’t do that.

He collects all the information he needs online and sends you an application right away. If you have a question, you can always call him.

You may also have noticed that some online insurance companies require you to sign a disclosure warning you that you might be contacted by several other types of insurance companies.

Sure you will. These companies make money by selling your contact information. But Brian doesn’t give or sell your information to anyone.

Licensed in all 50 states, he lets YOU choose the company and the rate that suits you best.

Thriving in a field where fewer than 20% of new agents are still in business after 4 years, Brian has found his niche with a business model that feels comfortable for both him and his customers: Don’t sell. Provide information, respect customers’ choices, and be efficient.

We think Brian’s don’t-bother-the-customer rule is the only way to go, and apparently lots of you agree.

Thanks again for making True Blue a success. We hope there are lessons in his story that you can apply to your own business someday.

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About the author
Brian Greenberg author
Brian Greenberg
Founder and CEO
Brian is licensed to sell life, health, annuities, and property and casualty insurance in all 50 U.S. states. He is the author of The Salesman Who Doesn't Sell and is a member of the Million Dollar Round Table, an organization that consists of the top 1% of financial advisors worldwide.