Insurance works better when everyone is aligned.
Dennis Li, FSA, is an insurance executive and embedded distribution strategist whose career spans actuarial pricing, product strategy, and channel development across life and supplemental health. That experience showed him both the value insurance can provide and the persistent flaws in how it reaches consumers.
Read Dennis’s perspectiveAlignment is the strategy.
Insurance is too often sold the wrong way. Traditional distribution can begin with a product, a sales target, or a commission structure rather than a genuine consumer need. Carriers, distributors, partners, and agents may be rewarded for different outcomes, leaving consumers with unnecessary complexity, inconsistent guidance, and protection that does not always deliver the right value.
That misalignment has troubled Dennis throughout his career because it undermines the purpose of insurance. Protection should not depend on who has the strongest sales incentive. It should begin with the needs of the individual or family and create sustainable value for every organization involved in delivering it.
Better alignment leads to better outcomes for customers, distribution partners, sponsoring organizations, and carriers.
When those interests move together, consumers gain access to relevant, accessible protection. Organizations strengthen relationships they have already earned, while carriers reach the right customers through trusted and sustainable channels.
Dennis believes the best embedded insurance programs do not begin with an insurance product. They begin with understanding what customers already trust a partner to provide. The protection should then be designed as a natural extension of that value.
This conviction led him to found Member Legacy. The company helps organizations translate their core customer promise into a family protection program, aligning benefit design, insurance economics, operations, and distribution around a shared outcome.
For Dennis, Member Legacy is more than a new distribution strategy. It is an opportunity to help insurance fulfill its original purpose: protecting people and families when it matters most.
Building insurance around shared value.
Dennis Li, FSA, is the founder of Member Legacy and an experienced insurance executive. His work across actuarial pricing, product strategy, and channel development includes building programs across financial institutions, membership businesses, and other trusted distribution relationships in the life and supplemental health industries.
His vision is to prove that insurance distribution can work differently. When shared value is part of the design from the beginning, consumers receive accessible protection, partner organizations deliver more value to their customers, and carriers grow through relevance, trust, and long term alignment.