The Power of Storytelling in Insurance: Lessons from TruStage’s Tammy Schultz’s Career Journey
Madison, WI – September 6, 2025 – In an industry often seen as transactional and numbers-driven, Tammy Schultz, Executive Vice President and Chief Sales and Marketing Officer at TruStage, is demonstrating the transformative power of storytelling. Her unique career journey, from aspiring journalist to insurance executive, was highlighted in a recent Insurance Business America feature and will be a focal point at the Women in Insurance Summit in New York on October 27, 2025. Schultz’s path offers valuable lessons for insurance professionals on how narrative can inspire teams, build trust with clients, and humanize a sector often perceived as dry, making it a vital tool for success in the modern insurance landscape.
From Journalism to Insurance: Schultz’s Unconventional Journey
Tammy Schultz’s career began far from the insurance world. A journalism and advertising major from South Dakota State University, she was drawn to media for its ability to tell compelling stories and foster curiosity.. “Journalism teaches you to ask questions, to learn constantly, and then to share that knowledge in a way that helps people form their own opinions,” Schultz told Insurance Business America. “I loved being able to tell stories that mattered.”
Her entry into insurance was serendipitous, starting with an entry-level role distributing direct mail leads to sales agents—a job she jokingly described as “Salesforce before Salesforce existed.”. What began as a detour became a decades-long career, culminating in her current leadership role at TruStage, a Madison, Wisconsin-based insurer known for its credit union partnerships and $5 billion in annual revenue.. Schultz’s rise through corporate development, sales, operations, and customer service roles was fueled by her storytelling instincts, which she credits for her ability to connect with colleagues, clients, and customers..
The Role of Storytelling in Insurance
Schultz’s journey underscores a key insight: insurance thrives on stories, not just numbers. “The insurance sector, often perceived as dry or transactional, actually thrives on stories,” she said, pointing to narratives of families securing their futures, protecting homes, or finding stability after hardship.. At TruStage, Schultz has leveraged storytelling to highlight how insurance products help policyholders keep their homes, maintain mobility during job loss, or leave legacies through life insurance..
This approach aligns with broader industry trends. A 2025 LinkedIn article emphasized that storytelling transforms insurance interactions by building trust and emotional connections, making policies more relatable.. Similarly, Bluefire Insurance noted that personal stories—such as a small business owner saved by a policy after a fire—humanize pitches and inspire action, often closing sales where data alone falls flat.. Schultz’s background as a journalist, rooted in curiosity and clear communication, has enabled her to craft narratives that resonate with diverse audiences, from credit union partners to individual policyholders.
Lessons from Schultz’s Career
Schultz’s journey offers several actionable lessons for insurance professionals looking to harness storytelling:
- Curiosity Drives Connection: Schultz attributes her success to her journalistic instinct to ask questions and listen actively.. “Being a journalist made me curious, made me listen, and made me communicate clearly,” she reflected. This curiosity allows agents and leaders to understand clients’ needs and tailor stories that address their concerns, fostering trust.
- Humanizing the Industry: Insurance is inherently about people’s lives—protecting homes, cars, or legacies. Schultz emphasizes that stories of real impact, like helping a family recover after a loss, make the industry’s value tangible.. A 2025 Apex Insurance Group blog post echoed this, noting that storytelling bridges the emotional gap between agents and clients, transforming agents from salespeople into empathetic advisors..
- Inspiring Teams and Brands: As a leader, Schultz uses storytelling to motivate her team and strengthen TruStage’s brand.. Whether rallying employees around a shared mission or communicating with credit union partners, narratives create a sense of purpose. A Forbes article on corporate storytelling, while focused on Howard Schultz of Starbucks, similarly highlighted how consistent, authentic stories define a brand and inspire stakeholders..
- Overcoming Objections: Storytelling can address client skepticism, a common challenge in insurance sales. By sharing relatable examples—like a policyholder who benefited from coverage after an unexpected event—agents can overcome objections and illustrate value, as noted in a 2025 ProspectBoss blog..
TruStage’s Storytelling Culture
At TruStage, storytelling is integral to its go-to-market strategy, particularly through its business-to-business-to-consumer (B2B2C) model, where 65% of its $5 billion revenue comes from credit union partnerships.. Schultz’s leadership has emphasized narratives that highlight the company’s mission of “trust at every life stage,” connecting with middle-market consumers through relatable stories of financial security.. For example, TruStage’s campaigns often feature real-life scenarios, such as policyholders using life insurance to pay off medical bills or mortgages, resonating with credit union members..
Schultz’s personal story—growing up on a South Dakota farm where financial struggles were common—adds authenticity to her approach. “I fell into insurance by accident, but I stayed on purpose,” she said, reflecting her commitment to an industry that supports families like hers.. This narrative not only humanizes her leadership but also aligns with TruStage’s focus on empathy and community.
Industry-Wide Impact
Schultz’s insights are particularly timely as the insurance industry grapples with modern challenges, including digital transformation and consumer skepticism. A 2025 LinkedIn post noted that storytelling helps agents move beyond traditional sales pitches, adopting a consultative approach that builds long-term relationships.. Schultz’s upcoming panel at the Women in Insurance Summit will likely explore how her storytelling skills have driven her career and can empower others, particularly women, in a male-dominated industry..
Posts on X reflect enthusiasm for her approach, with one user stating, “Tammy Schultz’s story shows how insurance isn’t just policies—it’s about people’s lives. More leaders need to embrace storytelling like this.”. Another post highlighted the summit, noting, “Can’t wait to hear Tammy Schultz at the Women in Insurance Summit—her journey proves storytelling is a game-changer.”.
Challenges and Considerations
While storytelling is powerful, it requires authenticity to be effective. A 2025 Bluefire Insurance guide warned that poorly crafted or inauthentic stories can backfire, alienating clients who detect manipulation.. Schultz’s success stems from her genuine connection to her narrative, rooted in her rural upbringing and journalistic roots. Insurance professionals adopting her approach must ensure their stories are relatable and grounded in real experiences to avoid skepticism.
Additionally, storytelling must be paired with operational excellence. TruStage’s strong financial ratings (e.g., A.M. Best A, Excellent) and Schultz’s leadership in sales and marketing underscore the need for compelling narratives to be backed by reliable products and services..
Looking Ahead
As Tammy Schultz prepares to share her insights at the Women in Insurance Summit, her career offers a blueprint for leveraging storytelling to transform insurance from a transactional industry to one centered on human impact. Her journey from a South Dakota farm to a C-suite role at TruStage illustrates how curiosity, empathy, and narrative can drive success, inspire teams, and build trust with clients. For insurance professionals, her lessons highlight the power of stories to connect, persuade, and make a lasting difference in an industry that touches millions of lives.
Sources: Insurance Business America, Forbes, LinkedIn, Bluefire Insurance, InsuranceNewsNet.com, Apex Insurance Group, ProspectBoss.com, posts on X