Turning product, experience and market insight into growth
At Ameritas Retirement Plans, I helped connect product strategy, customer experience, marketing and distribution to accelerate the growth of a national retirement business and expand access through innovative solutions like pooled and private-label retirement plans.
Retirement Strategy | Product Engagement | Customer Experience | Sales Enablement | Digital Transformation
From digital experience to enterprise growth
The Evolution
My role at Ameritas evolved beyond traditional marketing into a broader mandate—connecting product, distribution, digital experience and customer insight to help the organization compete and grow in a rapidly changing retirement market.
Product Engagement + Customer Experience
Sales + Marketing Enablement
Retirement Strategy + Growth
The Opportunity
Building for growth in a changing retirement market.
SECURE Act legislation, growing employer demand and rising expectations for digital experiences created new opportunities—and new expectations—for retirement providers.
Expanding access
New legislation opened the door for pooled solutions and greater access for small and midsize employers.
Evolving expectations
Employers, advisors and partners increasingly expected consumer-quality digital experiences and clearer value propositions.
Momentum at scale
Ameritas Retirement Plans was experiencing significant growth, creating an opportunity to build the capabilities needed to sustain it.
My Mandate
Connect the strategy.
Transform the experience.
Enable the business.
Working across Product, Sales, Technology, Operations and Marketing, I focused on four connected priorities to support the next phase of growth.
Product + Marketing Strategy
Translate emerging solutions into differentiated propositions for customers, advisors and institutional partners.
Customer + Partner Experience
Design experiences around the needs of plan sponsors, participants, financial professionals and partners.
Distribution + Revenue Enablement
Provide content, tools and market narratives to support sales teams and partners and accelerate opportunities.
Digital + Marketing Transformation
Build an integrated approach to digital, content, campaigns and insight to support a growing national business.
Ameritas introduced its Pooled Employer Plan (PEP) on its flexible retirement platform, combining recordkeeping with fiduciary, investment and trustee capabilities through an integrated partner ecosystem.
The opportunity extended beyond introducing another retirement product. It required translating regulatory and product complexity into a proposition that employers and financial professionals could understand, communicate and confidently bring to market.
Expanding access through pooled retirement solutions.
Product Innovation
From Product to Impact
Complex retirement structure
Regulatory and product complexityClear value proposition
A simpler story for employers and advisorsAdvisor + partner enablement
Content, tools and supportDigital + marketing engagement
Education and market awarenessEmployer adoption
Plans brought to marketParticipant access
Greater access to retirement savings
Platform + Partner Strategy
Their brand. Their relationship.
Our retirement infrastructure.
Ameritas' private-label capabilities allowed financial institutions, PEOs and other organizations to offer sophisticated retirement solutions while preserving the customer relationships and brand equity they had already built.
The model brought together retirement technology, infrastructure, compliance support, marketing and customer experience into configurable solutions capable of supporting private-label and co-branded experiences.
My work helped shape the engagement and customer experience strategy surrounding these solutions—from branded digital experiences and lead-generation support to enrollment communications and ongoing customer journeys.
“Private-label solutions allow organizations to leverage our technology, expertise and infrastructure while maintaining their own brand and client relationships.”
Impact
Growth validated by the market.
$1B+
New Asset Sales
Surpassed $1 billion in new retirement-plan asset sales in 2022.
Ameritas Retirement Plans reached significant milestones during this period, demonstrating the strength of its retirement platform and the momentum of its growth strategy.
1,500+
New Plans
More than 1,500 plans were placed during 2022.
8,100
Plans Served
Across a growing national client base.
250k
Participants with a balance
Supporting hundreds of thousands of retirement savers.
$17.5B
Assets under management
Demonstrating the scale of the retirement platform.
These results reflect the Ameritas Retirement Plans business during the periods highlighted—not the scale of Ameritas overall. The broader Ameritas enterprise today serves approximately 6 million customers across insurance, financial services and employee benefits, supported by $32.4 billion in assets across its combined insurance operations.*
Ameritas enterprise figures as of December 31, 2025, where applicable. Retirement Plan metrics reflect their respective reporting periods. Sources: Ameritas Financial Strength and Ameritas Retirement Plans newsroom.
Recognized for helping connect CX, technology and growth.
Industry Recognition
“Nick has played a critical role in Ameritas Retirement Plans’ success, bringing deep experience in customer experience, branding, technology and marketing to drive business engagement, lead generation, market awareness and the long-term marketing and customer experience strategy.”
In 2024, I was selected as a SPARK Institute Rising Star, recognizing emerging leaders across the retirement industry.
The recognition highlighted my work across customer experience, branding, technology and marketing, along with contributions to business engagement, lead generation, market awareness and the longer-term marketing and customer experience strategy for Ameritas Retirement Plans.
What the Experience Shaped
Transformation happens between the organizational boxes.
Ameritas reinforced that the biggest opportunities exist between product, marketing, technology, sales and customer experience.
When these capabilities operate as a connected system, innovation creates real, measurable value.
