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Spotlight on Lori Bochner of Sammons Financial Group

spotlight on

Lori Bochner, VP, Corporate Marketing & Communications, Sammons Financial Group

November 2026

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

I've had the opportunity to serve in many roles throughout my nearly 40 years in financial services, including marketing, sales, distribution, communications and team leadership. I spent 20 years with a national independent marketing organization (IMO) before joining Sammons Financial Group, where I've now been for 18 years. Experiencing the industry from so many perspectives has given me a broad understanding of how the business works and how marketing can support growth, strengthen relationships and deliver value across the organization.

How does your team ensure that your company's strategic goals align with your company's day-to-day operations?

As employee owners at Sammons Financial Group, we're naturally invested in the company's long-term success. Our collaborative culture encourages strong connections across the business, helping us understand priorities beyond our own department. Our marketing team regularly participates in business unit town halls and planning discussions, which keeps us closely aligned with day-to-day operations while ensuring our strategies support the company's broader goals.

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

Technology is changing how we work at an incredible pace, particularly with the rapid evolution of artificial intelligence (AI). One of my priorities is staying informed so I can help our team adapt and take advantage of new opportunities through education, experimentation and the right tools. I'm also focused on strengthening collaboration across the marketing teams throughout the Sammons Financial Group enterprise to improve efficiency, share best practices and deliver a more consistent customer experience.

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

Consumers are changing how they research financial products and advice, with many now turning to AI as part of that process. That's exciting because it creates new opportunities to connect with people, but it also challenges our industry to keep pace. We need to ensure we're providing accurate, valuable and accessible information so consumers can confidently find and understand the solutions that best meet their needs.

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

My leadership style is collaborative and supportive. I believe it's important to share the vision and strategy, then empower talented people to help shape the path forward. I surround myself with individuals who bring expertise and fresh perspectives, and I encourage open communication and continuous learning. At Sammons Financial Group, our strong culture of respect, collaboration and shared purpose is one of our greatest competitive advantages, and I strive to reinforce that every day.

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

Our purpose, Empowering Futures, Changing Lives, guides everything we do. We believe education is essential to helping consumers make informed financial decisions. We're proud to partner with organizations like LIMRA and support initiatives such as the Alliance for Lifetime Income that promote financial literacy. In addition, Sammons Financial Group and our member companies continue to expand our library of educational resources, including articles, blogs and tools for both consumers and financial professionals.

Are there any industrywide misconceptions you want to clarify?

The financial services industry has faced misconceptions for decades. Many potential customers hold misconceptions that products are too expensive, carry too many fees or don’t provide enough value. As AI becomes a more common research tool, consumers have greater access to information, but not all of it is accurate. That's why it's more important than ever for our industry to create transparent, trustworthy content that helps consumers make informed decisions based on facts rather than misinformation.

What skills or insights have you gained from participating in the CMO Committee?

Even after nearly four decades in this industry, I'm still learning. Serving on the LIMRA CMO Committee has been incredibly valuable because it brings together experienced marketing leaders with diverse perspectives. The opportunity to exchange ideas, discuss common challenges and learn from peers outside my own organization has strengthened my thinking. It's also been rewarding to build relationships with talented professionals who are committed to advancing our industry together.

 

 

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