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Spotlight on F&G’s VP, Head of Marketing, Molly O’Brien

Spotlight on

F&G’s Vice President, Head of Marketing, Molly O’Brien

September 2026

Can you share the journey that led you to your current position?

I joined F&G as the event manager, where I built and managed in-person advisor training and networking programs as part of our sales organization. Spending time with financial professionals sparked a genuine interest in their work — their unique planning approaches, community ties, and personal stories. That curiosity pushed me to think beyond events: how F&G could help advisors build their businesses, serve clients, and strengthen communities. What started as an event role became a lens into the real impact of our work, and that perspective ultimately shaped the path to my broader marketing role.

When you look 20 years into the future, a lot will change, but what do you hope stays consistent?

In 20 years, I hope F&G's mission remains unchanged: helping people turn their aspirations into reality. I hope we continue supporting financial professionals with competitive, long-lasting retirement solutions that allow their clients to retire with confidence. I also hope financial professionals continue building thriving practices, serving the next generation of retirees, just as they do today. Some things may change, but that core purpose — helping people achieve financial security and confidence — should remain constant.

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

Like many industries, insurance is changing rapidly. As a leader, my goal is to encourage our team to keep learning and exploring new tools and ways of working that make their jobs more fulfilling. Becoming a more efficient team by embracing artificial intelligence (AI) tools and the workflow systems we've invested in means creating more time for meaningful, interesting work and less time on operational tasks. That shift benefits everyone — it frees up capacity for creativity, strategy and impact, rather than getting stuck in routine processes. Ultimately, helping our team spend more time on the work that truly moves the needle.

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

The most exciting and challenging shift I see is in the digital experience: making our products easier to engage with, from exploring options through delivery. F&G is investing across touchpoints to modernize and simplify that journey. We're well underway in this effort, and becoming more digital-friendly is essential to appealing to both future financial professionals and consumers. It's a challenging era because it requires rethinking long-standing processes, but it's also exciting because it positions our industry to better meet expectations shaped by digital experiences in every other part of our lives.

How would you describe your leadership style, and how does it influence your team’s/organization’s culture?

I'd describe my leadership style as curious, collaborative and sensible. I believe well-orchestrated teams drive great results, and differing views and healthy debates lead to better outcomes. I encourage my team to be curious, challenge their own perspectives, and genuinely consider other points of view. I'm fortunate that F&G's culture supports leaders in growing and expanding their impact. I'm living proof of that opportunity. I strive to create that same environment for my team, encouraging them to grow, take risks, and bring their unique strengths to work every day.

How is your company working to better assist underserved populations?

Ensuring that retirement isn’t just for the wealthy is an important aspect of whom we serve. Our products are designed to meet the financial needs of middle-market consumers, giving financial professionals the tools to confidently recommend F&G and, in turn, giving their clients access to quality products that empower their planning. Specific to life insurance, we’re focused on making protection more accessible and understandable, helping families build financial security so more people can plan with confidence.

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

At F&G, we focus on simplifying the language we use to explain our products' features and benefits. While the products themselves can be complex, our marketing and materials are designed to be accessible and give consumers clear, accurate information so they can choose confidently. We also equip financial professionals with marketing support and educational resources to help their clients understand their options and evaluate benefits transparently. Ultimately, it's about cutting through complexity with clarity and making sure consumers feel informed, not overwhelmed, when making important financial decisions.

How does your work on the CMO Committee align with your professional goals and values?

Being part of the CMO Committee has been a great opportunity to hear how other marketing leaders are growing their teams and adapting during a dynamic time for our industry. With the retirement segment expanding daily, it's exciting to see how members are raising awareness of the benefits our products provide. As an industry, we have a real opportunity to help people retire with confidence and dignity. Learning how other carriers shape their marketing and support financial professionals is valuable, and contributing to that conversation and helping raise the bar industrywide is a big reason I participate.

 

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