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Spotlight on Dennis Martin at OneAmerica Financial

August 2025

Q: What inspired you to pursue a career in this industry, and how has your perspective evolved over time?

I was good at math. That’s what led to my decision to become an actuary. My perspective quickly changed when my mom passed away when I was only 25 years old. I helped my dad with the claim, and I experienced firsthand the very real impact life insurance has on a family. That ignited and has fueled my passion for what we do in this industry.

Today, I serve as the president of Individual Life and Financial Services at OneAmerica Financial, a role that allows me to carry that passion forward. It’s all about remembering the very personal side of this business — helping at some of the most difficult moments in people’s lives.

Q: Can you share a recent initiative that exemplifies your organization’s values and objectives?

One of our core product lines is asset-based long-term care (LTC). We launched a new product in October of 2024. Our research showed that one of the key trends in LTC is informal care in the home — often provided by a spouse, family member or close friend. In addition to providing features and benefits that would help pay for this type of care, we also added a new unique caregiver consultant benefit that provides resources for the caregiver, along with benefits for the claimant. So, while we always strive to provide competitive features and benefits, we also look for ways to innovate and evolve based on the needs of the clients we serve.

Q: How is your company adapting to address the changing needs of consumers?

One recent example is our flex automated underwriting process that we launched last year. The goal, of course, is to make it as easy and quick as possible for clients and producers. For clients, this is important given the many demands on their time and the need to minimize the invasiveness of the underwriting process. For producers, more time means they can reach more clients, ensuring more people have the coverage they need. For us, it is about blending smart automation and a personal touch. Automation simply allows producers to spend more time talking with their clients about what truly matters.

Q: What emerging trends in the industry are you most excited about and why?

One of the trends I’m most excited about is the trend toward integrating insurtech solutions. We’ve heard a lot about the need for the legacy industry to move forward. And I think for quite a while, insurtech and the traditional industry were colliding and competing. Today, I think we’re seeing them come together — combining the strength of the past and the opportunity of the future — to take advantage of what both offer to create real and positive change in our industry. This collaboration is a trend I believe will accelerate growth at all levels in our industry.

Q: What are the three most important things that you focus on?

When it comes to leading, I focus on three key things: clarity, empowerment and going together. It’s up to leaders to provide clarity to drive business decisions and help ensure everyone has clear direction. Yet, at the same time, it’s getting out of the way and empowering those on your team. It’s a balancing act, and both are equally important. Finally, it’s about going together. Like the African proverb: “If you want to go fast, go alone. If you want to go far, go together.” I believe going together is essential in today’s business environment.

Q: What initiatives has your team undertaken to improve customer experience and engagement?

In our long-term care business, we’re consistently looking at the experience at claim time — when it matters most. Yes, it’s important to manage claims efficiently and effectively. But more than that, it’s about bringing the personal touch — bringing curiosity and empathy — challenging ourselves to raise the bar in the very human side of the business we are in. People want answers, but they want them with care and compassion. We believe they deserve no less.

Q: What are some of the biggest challenges currently facing the industry, and how is your company addressing them?

Being resonant and relevant to attract talent and the next generation to the insurance industry is one of the biggest challenges I see. The key is to create an environment to work in that is attractive to younger generations, both as producers and employees. How do we do that? To start, I think we need to learn how to adapt and adopt technology to enable the business. Many of the solutions we think are important for customers and producers are equally important for employees — to have an environment they feel they can learn, grow and thrive in.

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

For me, serving on the advisory board has been an opportunity to help build and create a stronger LIMRA. It’s about providing better counsel, insights and advice from the industry and bringing that together in this forum to help make LIMRA better and stronger. We’re all busy, but it’s important we find ways to give back to this great industry that has provided so many opportunities for me — and for so many of us.

Dennis also serves as the chair of the Life Insurance Advisory Board.

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