Vericity Welcomes New Chief Marketing Officer

Rhea-AI Summary

Vericity, Inc. (NASDAQ: VERY) announces the appointment of Melissa Balsan as Executive Vice President and Chief Marketing Officer, effective immediately. She succeeds Laura Zimmerman, who is retiring in April 2023. Balsan brings extensive experience in direct-to-consumer marketing from her previous roles, including CMO at GoHealth. Her responsibilities include leading integrated marketing strategies for eFinancial and Fidelity Life, with a focus on enhancing digital marketing capabilities and overall customer experience. Zimmerman will assist during the transition before her retirement.

Positive

• Melissa Balsan brings extensive marketing experience and a proven track record in demand-generation.
• Balsan's appointment is expected to accelerate Vericity's growth and enhance digital marketing strategies.
• Laura Zimmerman's transition support ensures continuity during the leadership change.

Negative

• None.

Balsan Brings Significant Marketing Experience and a Track Record of Growing Revenue

CHICAGO--(BUSINESS WIRE)-- Vericity, Inc. (Nasdaq: VERY), a leading provider of technology enabled life insurance products and distribution, is pleased to announce the hiring of Melissa Balsan as Executive Vice President (EVP) and Chief Marketing Officer (CMO). This appointment coincides with the upcoming retirement of Vericity’s current EVP and CMO, Laura Zimmerman.

Effective today, Balsan will report to Vericity’s Chief Executive Officer, James E. Hohmann and oversee all aspects of the Company's marketing efforts. As a proven Direct-to-Consumer marketer with significant demand-generation and brand management experience, she will play a pivotal, strategic role in accelerating Vericity’s future growth plans.

As CMO, Balsan will be responsible for leading a fully integrated marketing strategy for the eFinancial and Fidelity Life businesses. Balsan will be responsible for advancing digital marketing capabilities while overseeing organic and search engine marketing, paid media, lead generation, strategic partnerships, and online sales for the Company’s patented life insurance offerings. She will also play an integral role in Vericity’s enterprise strategy, operational planning, and competitive intelligence to create a seamless customer experience.

“As a Company, we have established a strong foundation to serve consumers and are in a position to expand our scale,” said James E. Hohmann, Chief Executive Officer. “Laura has enabled a forward-thinking path for our company for years, and we know Melissa will continue to build upon this path. Her proven track record of delivering diversified marketing strategies and sustainable growth is exactly what we need to drive our current growth trajectory.”

Balsan comes to the company from GoHealth where she served as Chief Marketing Officer. She previously served as CMO for Endurance Warranty Services and has held marketing leadership positions at direct-to-consumer businesses including Perdoceo Education Corporation and CareerBuilder.com.

“I’m thrilled to join a Company with a longstanding history of success and such an important mission,” said Balsan. “It’s an exciting time for the organization and my goal is to bring a fresh perspective to build upon the solid foundation in place, while continuing to innovate in ways that will ensure the business meets consumer’s ever evolving needs.”

Laura Zimmerman will be assisting in the transition and will retire in April of 2023. Zimmerman, who has been with the Company since February of 2016, will continue to serve on Vericity’s Board of Directors.

“While it’s a bittersweet and emotional experience for me, I could not be more excited about hiring Melissa. With her skills and experience, the Company will be in good hands for years to come,” said Zimmerman.

Balsan attended Adrian College in Adrian, Michigan where she earned her BBA in Marketing. She will operate primarily out of the Company’s Chicago office.

About Vericity

Vericity, Inc. (Nasdaq: VERY), through its subsidiaries, Fidelity Life Association and eFinancial, LLC, is a leader in direct-to-consumer life insurance solutions. As an innovator in product design and distribution, the company makes life insurance affordable and accessible for middle market consumers. With national call centers, digital and digitally enabled sales and underwriting processes, quick policy issuance, and an emphasis on products not medically underwritten at the time of sale, it is easier for customers to get the coverage they need at a price they can afford. For more information, visit www.vericity.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20230109005129/en/

John Buchanan, General Counsel

Vericity, Inc.

John.Buchanan@FidelityLife.com

Source: Vericity, Inc.

FAQ

Who is the new Chief Marketing Officer of Vericity?

Melissa Balsan has been appointed as the new Chief Marketing Officer of Vericity, succeeding Laura Zimmerman.

What experience does Melissa Balsan bring to Vericity?

Balsan has significant experience in direct-to-consumer marketing and has held CMO positions at companies like GoHealth.

When will Laura Zimmerman retire from Vericity?

Laura Zimmerman will retire in April 2023 after assisting in the transition to the new CMO.

What will Melissa Balsan focus on as CMO of Vericity?

Balsan will lead the marketing strategy for eFinancial and Fidelity Life, aiming to enhance digital marketing and consumer engagement.

How will Balsan's appointment impact Vericity's growth?

Balsan's track record in marketing is expected to drive sustainable growth and improve demand generation at Vericity.