Director of Product Strategy Life

The Director of Product Strategy, Life is the senior strategic individual contributor (IC) responsible for the product vision, market strategy, and business alignment for the Life Insurance line of business. This role owns the strategic product agenda for term life, whole life, universal life, indexed products, and annuities — partnering closely with GPMs, Sales VPs, the VP of Sales Enablement, Marketing, and carrier technology teams to ensure the Life Insurance LOB receives the product investment and go-to-market execution it needs to grow. Unlike a GPM, this role does not manage Product Managers directly; it influences through deep domain expertise, technology partnership with carriers and distribution partners, and strategic collaboration with GPMs and Sales leadership.

Individual Contributor Note: This is a senior individual contributor (IC) role. The Director of Product Strategy does not manage Product Managers directly. Influence is exercised through domain expertise, carrier and platform technology partnership, collaborative leadership with GPMs, and strategic alignment with the VP of Product, Sales VPs, and VP of Sales Enablement.

LOB Strategy and Product Vision

• Accountable for defining, maintaining, and communicating the multi-year product strategy and vision for the Life Insurance line of business, including term, whole life, universal life, IUL, and annuity products.
• Own the Life Insurance product narrative — ensuring a clear, compelling, and differentiated product story for carriers, distribution partners, agents, and consumers.
• Develop and maintain an ongoing understanding of Life Insurance market dynamics, carrier product innovation, competitive positioning, and regulatory environment to inform roadmap priorities.
• Translate LOB business goals (revenue growth, agent adoption, carrier expansion) into clear product investment priorities, partnering with GPMs to incorporate them into roadmaps and OKRs.

Carrier Technology Partnerships

• Serve as the senior product point of contact for Life Insurance carrier technology partnerships — representing Integrity’s product capabilities, integration roadmap, and platform strategy in technology-focused carrier conversations.
• Partner with carrier technology teams to identify, define, and prioritize integration opportunities, data exchange requirements, and platform co-development that improve agent and advisor workflows.
• Work collaboratively with GPMs to translate carrier technology requirements and integration commitments into clearly scoped product roadmap items.
• Maintain awareness of carrier platform developments, API capabilities, and integration roadmaps across the Life Insurance carrier landscape to inform product strategy.
• Note: Carrier business relationship management, contract negotiations, and distribution partnership development are owned by the dedicated Carrier Relations function within Sales.

Cross-Functional Collaboration and Roadmap Influence

• Partner with GPMs across the product organization to ensure Life Insurance business requirements are clearly defined, prioritized, and incorporated into product roadmaps and OKRs.
• Collaborate with Product Managers, Marketing, and Design to create and maintain CX journey maps and CX personas specific to Life Insurance agents, consumers, and distribution partners.
• Serve as the senior LOB voice in cross-functional planning sessions, ensuring Life Insurance priorities are visible and advocated for across the product organization.
• Provide GPM partners with ongoing LOB market context — competitive intelligence, regulatory changes, and business performance data — to inform product decisions.

Market Intelligence and Competitive Insight

• Lead comprehensive Life Insurance market research, including carrier landscape analysis, competitive product positioning, agent experience benchmarking, and regulatory change tracking.
• Synthesize market and competitive intelligence into actionable product strategy recommendations for the VP of Product and GPM partners.
• Maintain awareness of state-by-state regulatory changes, carrier product filings, and distribution channel shifts that affect Life Insurance product strategy.
• Represent Life Insurance product strategy at industry events, carrier technology forums, NAIFA conferences, and distribution partner meetings.

Go-To-Market and Sales Enablement (Shared with Sales VPs and VP of Sales Enablement)

• Collaborate with Sales VPs, the VP of Sales Enablement, and Marketing to contribute Life Insurance product expertise to GTM plans — including input on product launch strategy, agent-facing rollout sequencing, and feature prioritization for sales impact.
• Partner with the VP of Sales Enablement to develop and refine Life Insurance sales enablement content, agent training materials, and competitive positioning — providing domain expertise while Sales VPs and the VP of Sales Enablement own field delivery and rollout.
• Work with Product Managers and Marketing to contribute to feature release plans, including review and input on Life Insurance messaging and marketing assets.
• Support Sales VP-led enterprise conversations by providing product expertise and executive-level product representation where needed.

• Bachelor’s degree in Business, Finance, Economics, Computer Science, or a related field required.
• Master’s degree (MBA or equivalent) preferred.

• 8–12+ years of combined experience in product management, product strategy, or a business role within Life Insurance, Health Insurance, Wealth Services, or a closely related financial services industry — ideally in a technology-forward environment.
• Demonstrated experience bridging business domain expertise and technology product strategy, including translating industry-specific business needs into clear product investment priorities.
• Proven track record of partnering with GPMs and cross-functional product teams to influence roadmap priorities through domain expertise rather than direct management authority.
• Experience working collaboratively with Sales VPs, VP of Sales Enablement, and go-to-market teams to develop and execute product launch, rollout, and sales enablement strategies.
• Experience representing products and business strategy with senior internal and external stakeholders, including technology partnership conversations with carriers or distribution partners.
• Experience attending and presenting at industry events, carrier technology forums, and distribution partner meetings.
• Deep knowledge of Life Insurance products — term, whole life, universal life, IUL, annuities — and the BGA/IMO distribution model, ideally gained in a technology-enabled environment.
• Experience working with or within Life Insurance carrier technology teams, platform integrations, or distribution technology partnerships.
• Familiarity with Life Insurance agent workflows, quoting platforms, e-application tools, and the technology ecosystem supporting Life distribution.

Knowledge

• Product management best practices, frameworks, and the distinction between IC product strategy and GPM-led product delivery in a modern, empowered product organization.
• Go-to-market planning, product launches, and lifecycle marketing concepts as they apply to financial services distribution.
• Customer experience (CX) principles, journey mapping, and persona development for agent, advisor, and consumer audiences.
• Market analysis, competitive intelligence, and research methodologies for financial services products and technology platforms.
• Life Insurance product types, carrier structures, underwriting concepts, and distribution models (BGA, IMO, career agency, direct) as they relate to technology product strategy.
• State-by-state Life Insurance regulatory environment and the impact of regulatory change on product and platform strategy.
• Life Insurance carrier technology ecosystems — APIs, integration patterns, data exchange standards, and platform capabilities relevant to product development.
• SVPG empowered product team model and the distinction between IC product strategy and GPM-led product delivery.

Skills

• Strategic thinking with the ability to translate business vision and market insights into clear product strategy and actionable roadmap influence.
• Exceptional communication and storytelling skills, tailored for carrier technology partners, distribution leadership, Sales VPs, VP of Sales Enablement, and executive audiences.
• Cross-functional influence without direct authority — ability to align GPMs, Product Managers, Sales, and Marketing around shared LOB priorities.
• Data-informed decision-making and comfort balancing qualitative market insights with quantitative product performance data.
• Relationship management skills for carrier technology partnership contexts and key internal stakeholder alignment.

Abilities

• Ability to own and advance a line-of-business product strategy independently as a senior individual contributor, without direct management authority.
• Ability to advocate for the LOB’s users, customers, carriers, and distribution partners while balancing business and technical constraints.
• Ability to lead through ambiguity and drive strategic alignment across a complex, multi-stakeholder financial services environment.
• Ability to represent the product and business strategy credibly with carriers, technology partners, and executive leadership.
• Ability to serve as the senior product subject-matter expert for the LOB in executive briefings, investor conversations, and cross-functional planning.

About Integrity

Integrity is one of the nation’s leading independent distributors of life, health and wealth insurance products. With a strong insurtech focus, we embrace a broad and innovative approach to serving agents and clients alike. Integrity is driven by a singular purpose: to help people protect their life, health and wealth so they can prepare for the good days ahead.

Integrity offers you the opportunity to start a career in a family-like environment that is rewarding and cutting edge. Why? Because we put our people first! At Integrity, you can start a new career path at company you’ll love, and we’ll love you back. We’re proud of the work we do and the culture we’ve built, where we celebrate your hard work and support you daily. Joining us means being part of a hyper-growth company with tons of professional opportunities for you to accelerate your career. Integrity offers our people a competitive compensation package, including benefits that make work more fun and give you and your family peace of mind. 

Headquartered in Dallas, Texas, Integrity is committed to meeting Americans wherever they are — in person, over the phone or online. Integrity’s employees support hundreds of thousands of independent agents who serve the needs of millions of clients nationwide. For more information, visit Integrity.com.

Integrity, LLC is an Equal Opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, gender identity, national origin, disability, veteran status, or any other characteristic protected by federal, state, or local law. In addition, Integrity, LLC will provide reasonable accommodations for qualified individuals with disabilities.