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2019 Annual Report

From Good to Growth

We believe in the connection between purpose-driven business and organizational growth. Together, we use our business as a force for good to make the greatest positive impact on our customers, associates, the community and our planet.

Read on to learn how we’re driving growth by doing good.

A message from Tom Henning

Tom Henning sitting outside office 2x

Several weeks after I penned the following letter, the COVID-19 pandemic thrust our communities, our country and our world into turmoil, heartache and crisis not seen in my lifetime. Yet with roots dating back to 1890, such times are not unprecedented for Assurity. Our company has lived our mission, endured, and prevailed through two World Wars, the 1918 Spanish Flu, the Great Depression – and we will do so again now.

Our purpose of helping people through difficult times resonates even clearer and is unwavering. As we meet in this moment, everyone at Assurity extends our compassion to those who are suffering and our good wishes for brighter days ahead. (April 13, 2020)

Dear Fellow Policyholders and Friends,

Consumers are increasingly seeking brands with purpose.


Growth Feels Good

It’s fulfilling to accomplish work with real purpose — the kind that aligns with our mission of helping people through difficult times.

We accomplished a great deal in 2019.


Worksite beats goal

Worksite sales put more than $22 million of new premium on the books with the ease of payroll deduction — surpassing our 2020 goal of $20 million a year early.

AVI innovation

Assurity Ventures Inc. (AVI) cultivated more relationships with insuretech and fintech businesses, allowing us to meet customers in new ways.

New PEO acquisitions

Resourcing Edge Inc. (REI) marked record growth and profitability while successfully integrating its recent acquisitions — and expanding our reach in helping businesses succeed.

ADEV growth

Our real estate development business continues to help create family housing projects in Lincoln and beyond.

New branding

To better tell our story, our Marketing and Corporate Communications team completed an extensive rebrand — including the new

Customer benefits

By paying out $206.1 million in benefits to our customers, we helped even more people through difficult times.

Brand new

New Assurity Logo

Brand Mark

In 2019, we hit refresh on our brand identity and updated our logo, story and visuals.
Screenshot of New


From websites and videos to product collateral and building signage, our new brand identity better reflects our values and mission.
Assurity Building

Launch Event

We have 10 corporate values that our associates live out every day. We even incorporated our own people into our brand photography.

Financial growth

We ended the decade in record-breaking fashion — and with the intent of carrying our momentum into the next one.

2019 Summary

$275.8 million

Direct premiums and deposits

$11.9 million

Net income

$11.5 million

Customer dividends paid

$2.6 billion

Total assets

15 percent

Surplus and AVR*
(As percentage of assets)

$206.1 million

Benefits paid to customers

$387.7 million

Total surplus & AVR*

$22.3 billion

Life insurance in force

632 percent

Risk-based capital (RBC) ratio

*Asset Valuation Reserve


Rooted in Our Values

Our values guide the decisions we make, both as a company and as associates. In 2019, we began a recognition program to honor those who embody our commitment to our customers, our community and one another.

We also launched our Living Our Values Award where associates can nominate others who represent one or more of our values. Here are our 2019 winners.

Living Our Values Award Winners


Senior Graphic Designer Nick Lange participates in our mid-day exercise sessions three to four days each week. With a positive attitude, he motivates others to change their habits for the better, too.


Senior Business Analyst Supervisor Chris Cassel encourages his team to think outside the box and experiment. He keeps an open mind and knows that going back to the drawing board doesn’t mean failure — it’s a learning experience.


Inforce Administrator Linda Nettland is praised by her peers for living several of our values. She personifies emotional engagement when training new associates, pushing them toward greatness while helping them feel comfortable to ask questions.

A generous impact

Lincoln, Nebraska’s population will exceed 300,000 people within the next couple years. As our community grows, we intend to do what we can to ensure our neighbors — especially those who need an extra hand — have opportunities to thrive.


Donated to the United Way


Units of blood donated to Nebraska Community Blood Bank


Meals delivered for Meals on Wheels


Feet of holiday lights recycled for Eastridge Elementary School


A Sustainable Future

In 2019, we were named to B Corporation’s Best for the World: Governance List, acknowledging that we “walk the talk” when it comes to our commitment to using our business as a force for good.

Learn more about our efforts to promote sustainability:

Taking action

Certified B Corp

As one of the founding B Corporations, we’re accountable to social and environmental good. Read our article on creating a sustainable future.


Our associates clean up the trail that runs along Assurity Center each week, providing a safer path of travel for runners, walkers and bicyclists.

Well grounded

In partnership with Kinghorn Gardens, native, drought-resistant plants flourish across our landscape, making it a benchmark in the community.

For many of us, sustainability is no longer just a good idea – it’s a matter of the self-preservation of mankind.

– Tom Henning, chairman, president and CEO

Bringing the community together

During the summer of 2019, Assurity served as the presenting sponsor of Hub & Soul. This first-ever event brought more than 3,500 people in the community together to support local music, local food, and our city’s parks and trails systems.

Our leadership

A shared vision

Our leaders set the tone by believing our associates and our culture enable our purpose and strategy. Because Assurity is owned by policyholders, we’re in the business of serving only their best interests — we succeed when our customers succeed.

Board of directors

Board stairwell 2018

From left: Thomas E. Henning, William R. Cintani, Marc E. LeBaron, Kathleen A. Farrell, Steven D. Erwin, Caren L. Hamilton, Ryan D. Downs, Lyn Wallin Ziegenbein, Paul M. Schudel, Angela L. Muhleisen and David S. Graff

Thomas E. Henning, CLU, ChFC, CFA

Chairman, President & CEO, Assurity Life Insurance Company, Lincoln, Nebraska

William R. Cintani

President & CEO, Mapes Industries, Lincoln, Nebraska

Ryan D. Downs

CEO, Proxibid, Omaha, Nebraska

Steven D. Erwin

Retired President, Nebraska Western Iowa/U.S. Bank National Association, Lincoln, Nebraska

Kathleen A. Farrell, PhD

Dean, College of Business, University of Nebraska-Lincoln, Lincoln, Nebraska

David S. Graff

CEO, Hudl, Lincoln, Nebraska

Caren L. Hamilton

Auto Dealership Executive, Bellevue and Kearney, Nebraska

Marc E. LeBaron

Chairman & CEO, Lincoln Industries, Lincoln, Nebraska

Angela L. Muhleisen

President & CEO, Union Bank & Trust Company, Lincoln, Nebraska

Paul M. Schudel

Partner, Woods & Aitken LLP, Lincoln, Nebraska

Lyn Wallin Ziegenbein

Executive Director Emerita, Peter Kiewit Foundation, Lincoln, Nebraska

Management Team

Senior Leadership

Thomas E. Henning, CLU, ChFC, CFA

Chairman, President & CEO

Susan L. Keisler-Munro, FSA, MAAA

Senior Vice President, Chief of Operations

Todd W. Reimers, CLU, LLIF

Senior Vice President, Chief Marketing & Sales Officer

Vice Presidents

Susan M. Becker

Jared I. Carlson

Kevin G. Faltin

David D. Lockwood

Eric L. Otterstein

John A. Sharp

Senior Directors

Tara D. Benson

Douglas I. Blum

Kevin W. Hammond

Steven H. Hill

Victor D. Weber

Brett D. West

Scott A. Zagurski


Steven J. Coleman

Mitch K. Lee

Eunice J. Cramer

Mary L. Lenners

Amanda L. Crume

Jenny L. Oelke

Jason L. Damme

Susan M. Otterstein

Jill D. Fiddler

Bruce K. Scheiber

Heith L. Fulmer

Apandeep Singh

Michael J. Harshman

Nicholas A. Stremlau

Timothy S. Janousek

Bridget E. Tupa