The Advanced Markets Playbook: Strategies to Boost Your Practice and Drive Results

The life division at Sammons^® Financial Group, comprised of Midland National and North American, has always supported policies in the advanced sales space. In 2022, after a year of record sales, a desire to offer even more to agents and their high-net-worth or business clientele led to the strategic build out of a full Advanced Markets department. When the time came to hire its leader, one name rose to the top.

For more than two decades, Andrew Rinn has been at the forefront of Advanced Markets, shaping strategies that empower financial professionals and drive industry growth. In just a few years, Andrew has built a premier team, drawing from his extensive experience to innovate and elevate how Advanced Market teams operate.

But his journey into the financial services industry was anything but conventional.

Growing up in a large family of 11 children, many of whom pursued careers in financial services, Rinn initially resisted following the same path. However, a nudge from a sibling in Human Resources led him to an Advanced Markets position that would ignite his passion for the industry. Though he didn’t secure the role immediately, his determination led him to earn multiple designations, including CLU, ChFC, and CFP, eventually landing the job. “Persistence and continuous learning have been the hallmarks of my career,” he said.

Rinn’s leadership philosophy is deeply influenced by his diverse experiences. As an athlete, he developed a competitive, achiever mindset that has carried over into his professional life. His early missteps, such as producing overly complex reports, taught him the value of simplicity. He recalls an incident where a 23-page report on Charitable Remainder Trusts was condensed into a one-pager that ultimately closed a major deal. “Simplicity is the ultimate sophistication,” Leonardo da Vinci once said, and Rinn reflects on how this lesson became a cornerstone of his approach. 

In his current role, Rinn has been instrumental in transforming the Advanced Markets team into a proactive, industry-leading unit to serve financial professionals at both Midland National^® Life Insurance Company and North American Company for Life and Health Insurance^®. His vision extends beyond traditional roles, emphasizing collaboration with internal and external partners. The team’s tagline, “Individual and Business Solutions Made Simple,” reflects this ethos, distilling complex strategies into five core questions that agents can easily engage with.

One of Rinn’s most significant innovations is the shift from reactive technical support to proactive partnerships. “We don’t wait for the phone to ring anymore; we’re actively partnering with financial professionals to help them grow their businesses,” he said. Initiatives like their targeted coaching programs for their internal and external sale teams equips and empowers them to provide more valuable guidance and resources to actively support financial professionals in growing their practices. Continuous learning is a priority, with an emphasis on professional designations, industry memberships, and thought leadership activities that keep the team at the forefront of industry trends.

What truly sets Midland National and North American apart is their culture of collaboration and a “Yes, we can” mindset. As part of an employee-owner culture, everyone is invested in each company’s success, fostering a shared commitment to excellence. This culture extends to strategic partnerships that help enhance the value proposition for clients.

A prime example is the collaboration with Marshall & Stevens, a leading provider of business valuation services. Recognizing the limitations of a do-it-yourself approach, Rinn championed an external partnership model that adds credibility and efficiency to business transition planning. “We decided to turn that apple cart upside down by creating an external partnership approach rather than having Advanced Markets masquerade as valuation experts,” he said. 

Marshall & Stevens offers independent Calculations of Value based on the IRS Fair Market Value standard, streamlining the planning and underwriting process. This partnership not only enhances the agent’s role as a trusted resource but also helps ensure clients receive high-quality, objective valuations.

Looking ahead, Rinn is focused on expanding the Midland National and North American footprint in the high-net-worth and business owner markets. Premium finance and executive benefit planning are key growth areas, supported by advanced metrics that shift from reactive to predictive marketing. By identifying trends and creating targeted strategies, the Advanced Markets team is poised to meet the evolving needs of modern clients.

Rinn’s advice for those looking to build or improve an Advanced Markets practice is straightforward: “Focus on simplicity, execution, and genuine partnerships. Metrics matter, but it’s the relationships that drive success.” He emphasized that it’s not just about the information you deliver. It’s how you engage your clients and make them feel understood that will empower them to explore advanced strategies. “Clients don’t want to be lectured to; they want to engage in a conversation where they are equal partners. If you can simplify the complex, they’ll be a better advocate for their own financial plan, and for you as a trusted partner.”

This philosophy underscores the importance of a unified approach when working with Advanced Markets. “You’re not just working with Advanced Markets; you’re working with product, underwriting, legal—the point is, we coordinate our efforts to give a first-class experience for our financial professionals,” Rinn said. In today’s landscape, clients have more, not less, need to solve their estate, business, and executive benefit challenges. Often, these needs can only be addressed through advanced planning with life insurance, making the collaboration across teams even more critical.

At its core, Rinn’s approach reflects a belief that Advanced Markets is an indispensable partner for financial professionals seeking to elevate their practices. “Leverage the expertise and resources available through Midland National and North American. You might be pleasantly surprised at how transformative it can be,” he said. 

Ready to dive into Advanced Markets? Get your starter kit today at www.SammonsAdvancedMarkets.com

The views and opinions expressed are Andrew Rinn’s views and opinions as an individual and do not reflect the views and opinions of Midland National^® Life Insurance Company or North American Company for Life and Health Insurance^®.

Sammons Financial^® is the marketing name for Sammons^® Financial Group, Inc.’s member companies, including North American Company for Life and Health Insurance^® and Midland National^® Life Insurance Company. Annuities and life insurance are issued by, and product guarantees are solely the responsibility of, North American Company for Life and Health Insurance and Midland National Life Insurance Company.