Director Product Strategy

Job Summary

Key Responsibilities

LOB Strategy and Product Vision

• Accountable for defining, maintaining, and communicating the multi-year product strategy and vision for the Wealth Management line of business, including investment products, retirement planning, financial planning tools, and advisor platform capabilities.

• Own the Wealth Management product narrative — ensuring a clear, compelling, and differentiated product story for broker-dealers, RIAs, advisors, and enterprise wealth accounts.

• Develop and maintain an ongoing understanding of Wealth Management market dynamics, SEC and FINRA regulatory changes, advisor platform competitive positioning, and fiduciary standard evolution to inform roadmap priorities.

• Translate LOB business goals (AUM growth, advisor adoption, new advisor acquisition, retention) into clear product investment priorities, partnering with GPMs to incorporate them into roadmaps and OKRs.
   

Custodian and Platform Technology Partnerships

• Serve as the senior product point of contact for Wealth Management custodian and platform technology partnerships — representing Integrity’s product capabilities, integration roadmap, and advisor platform strategy in technology-focused partner conversations.

• Partner with custodian and broker-dealer technology teams to identify, define, and prioritize integration opportunities, data feed requirements, and platform co-development that improve advisor and client workflows.

• Work collaboratively with GPMs to translate custodian and platform technology requirements into clearly scoped product roadmap items.

• Maintain awareness of custodian platform developments, open finance API standards, and integration roadmaps across the Wealth Management technology ecosystem.

• Note: Advisor and RIA business relationship management, contract negotiations, and distribution partnership development are owned by the dedicated relationship management function within Sales.
   

Cross-Functional Collaboration and Roadmap Influence

• Partner with GPMs across the product organization to ensure Wealth Management 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 financial advisors, RIAs, and wealth management clients.

• Serve as the senior LOB voice in cross-functional planning sessions, ensuring Wealth Management priorities are visible and advocated for across the product organization.

• Provide GPM partners with ongoing LOB market context — regulatory developments, competitive intelligence, and advisor platform performance data — to inform product decisions.
   

Market Intelligence and Competitive Insight

• Lead comprehensive Wealth Management market research, including advisor platform competitive analysis, regulatory change tracking, fiduciary standard developments, and client experience benchmarking.

• Synthesize market and competitive intelligence into actionable product strategy recommendations for the VP of Product and GPM partners.

• Maintain deep awareness of SEC, FINRA, and state-level regulatory changes that affect Wealth Management product strategy, advisor compliance, and platform capabilities.

• Represent Wealth Management product strategy at industry events, advisor conferences, financial planning forums, and broker-dealer technology summits.
   

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 Wealth Management product expertise to GTM plans — including input on product launch strategy, advisor-facing rollout sequencing, and feature prioritization for advisor adoption.

• Partner with the VP of Sales Enablement to develop and refine Wealth Management sales enablement content, advisor 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 Wealth Management product messaging and marketing assets.

• Support Sales VP-led enterprise advisor conversations and broker-dealer discussions by providing product expertise and executive-level product representation where needed.
   

Education

• Bachelor’s degree in Business, Finance, Economics, Computer Science, or a related field required.

• Master’s degree (MBA or equivalent) preferred.
   

Experience

• 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 investment products, retirement planning vehicles, advisory platforms, fiduciary standards, and broker-dealer or RIA distribution models, ideally gained in a technology-enabled environment.

• Experience working with or within custodian technology teams, broker-dealer platforms, or wealth management distribution technology partnerships.

• Familiarity with financial advisor workflows, portfolio management tools, financial planning software, and the technology ecosystem supporting Wealth Management distribution.
   

Knowledge, Skills, and Abilities (KSAs)

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.

• Investment product types, retirement plan structures, fiduciary standards (Reg BI, DOL), and advisor distribution models (RIA, broker-dealer, hybrid) as they relate to technology product strategy.

• SEC and FINRA regulatory environment, state-level securities regulations, and the impact of regulatory change on advisor platform and product strategy.

• Wealth Management technology ecosystems — custodian APIs, open finance standards, portfolio data feeds, 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.