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Spotlight on David Mitchell, EVP at Boston Mutual Life Insurance

Spotlight on David Mitchell, EVP at Boston Mutual Life Insurance

November 2025

How do you stay motivated and innovative?

After nearly 40 years in the insurance industry, staying motivated and innovative comes down to two things: curiosity and continuous learning. Both stem from having the self-awareness that there is always more to discover — a realization that can actually be exciting. I’ve always embraced the journey of learning what I don’t yet know. That mindset led me to pursue a master’s degree in innovation in my early 50s, where I connected with people from diverse industries and life stages. It reinforced how powerful it is to explore new ideas and apply them in meaningful ways to your own situation.

What role does innovation play in shaping your company’s approach to serving customers?

Innovation is central to how we serve our customers. It drives us to continuously refine the customer experience through journey mapping, clear persona development, and understanding expectations — both within and beyond our industry. By applying innovation frameworks, we stay focused on what matters most: delivering meaningful, personalized service that evolves with customer needs.

What are your primary goals as a leader for this year?

My primary goals this year center on growth and business retention. In a climate of economic uncertainty, shifting financial priorities, and consolidation across the brokerage landscape, we’re focused on scaling outreach through technology while preserving the human touch that defines our brand. Innovation plays a key role in helping us connect meaningfully with end customers, even as we expand our reach. Retention remains critical, ensuring that our existing relationships are nurtured with the same care and attention as new ones.

Are there any shifts in consumer behavior that you find particularly intriguing or challenging?

One of the most challenging shifts is the shrinking middle class and the resulting pressure on consumers’ wallets. In an age of instant gratification, it’s increasingly difficult to communicate the value of intangible products like insurance. Consumers are more selective and expect immediate returns, which makes it essential for us to clearly articulate long-term benefits while delivering a seamless, personalized experience that builds trust over time.

In your opinion, what qualities make for an effective leader in the insurance and/or workplace benefits sector?

Effective leadership in the insurance and workplace benefits sectors goes beyond the traditional qualities like integrity, vision and accountability. Curiosity and empathy are especially vital. Curiosity challenges the expert-driven mindset of our industry, encouraging broader thinking and innovative solutions. Empathy strengthens internal relationships and ensures we remain truly customer-centric in our approach, understanding and responding to the real needs of those we serve.

How is your company helping to educate consumers about the value of your products?

To better educate consumers on the value of our products, we’ve mapped the customer journey to identify key moments during the awareness and consideration stages. We’re focused on delivering clear, plain-language materials in multiple formats, and highlighting how our offerings benefit both the individual and their loved ones. Our goal is to make insurance approachable and engaging — meeting consumers where they are with information that resonates.

How do you navigate consumer skepticism or misunderstandings about insurance and/or benefits?

Navigating consumer skepticism starts with putting the customer at the center of everything we do. While education is key, it’s not enough. We must speak to their priorities, not ours, and communicate in clear, relatable language. We also recognize that some consumers face financial constraints that make even low-cost insurance difficult to prioritize. In today’s fast-paced, instant-gratification world, selling an intangible product like insurance requires empathy, transparency, and a deep understanding of what truly matters to each person.

How does your work on the advisory board align with your professional goals and values?

Serving on the advisory board aligns closely with my professional values of collaboration, clarity, and customer focus. Engaging with fellow marketing professionals to share ideas and best practices is both energizing and rewarding. If we can collectively demystify our industry, making our products and impact more accessible and relatable to the people we serve, that’s a meaningful win for all of us.

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