GenuineShift

GenuineShift delivers unbiased business consulting and proprietary programs that fuel growth, optimize profitability, and minimize friction for insurance brokerage firms of all sizes. The firm's Client Service First Framework™ is the foundation of every engagement.

I partner with executives on strategy or facilitate candid conversations with their teams. Contact me to speak at your next summit, conduct a workshop, or attend a regular meeting to provide an unbiased perspective.

Let's work together to optimize growth and minimize stress for you and your organization. Benefit from an expert who understands the business and has done the work.

Founder & CEO

Our industry-leading programs equip Client Service teams with modern skills and time-tested practices to increase overall capacity for growth while doing great work.
 
If you’re interested in recruiting and retaining high-performing Client Service teams, let’s connect. 

Registration for 2025 programming is open.

Creator and Ringleader of the Client Service Academy

The Council of Insurance Agents & Brokers

Our industry's talent crisis is too big for any one company to solve. Creative collaborations provide firms with training programs that suit their needs. I'm delighted to partner with my friends at The Council as an advisor and faculty member in this important initiative through 2025.

The Employee Benefits Insurance Professional School is a comprehensive, seven-month curriculum designed to provide new employees with the knowledge and skills they need to excel within a firm. In partnership with IFEBP and the Wisconsin School of Business Center for Professional & Executive Development, this program reinforces understanding and application of the material using real-world scenarios. Upon successful completion of the learning experience, participants will receive the Accredited Professional in Risk & Insurance (APRI) designation.

Employee Benefits Insurance Professional School - Advisor & Faculty

Woodruff Sawyer

Having transitioned the San Francisco Practice and operational oversight of platform resources to others, I focused on company-wide growth initiatives and was one of the firm's top business development professionals. I coached new and experienced colleagues nationwide on their business development strategies.

I was a member of the Executive Team, Benefits Leadership Team and ESOP Board of Trustees. I represented the firm externally on the Cigna and Guardian National Broker Advisory Councils and with the Council of Insurance Agents and Brokers as Vice Chair and Chair of the CEBE Advisory Committee.

SVP & Partner, National Benefits Business Development Leader

In addition to managing the San Francisco Practice through August '15, I recruited a SF Practice Leader to allow me to focus on broader Benefits initiatives. I advised our Board of Directors on the long-term strategic plan for the Benefits Practice. I worked directly with my personal clients and was one of the firm's top individual business development professionals

SVP & Partner, National Employee Benefits Business Leader

In conjunction with leading the largest Benefits Practice in the firm (>50% of revenue), I oversaw Benefits Operations nationally and developed platform resources and businesses including Compliance, International, Executive Benefits and Retirement Plan Services. I worked directly with my personal clients and was one of the firm's top individual business development professionals.

SVP & Partner, San Francisco Benefits Practice Leader

I began my brokerage career after serving Woodruff Sawyer and mutual clients as an insurance carrier partner for the prior 12 years. Within 2 years I built a client base in excess of a million dollars. I became a Shareholder in January 2007 and San Francisco Practice Leader shortly thereafter.

SVP & Partner, Producer

ProBusiness (acquired by ADP)

I had several roles including sales and national account management. During my entire tenure, I was supporting Woodruff-Sawyer and their clients.

National Account Manager

Insurance Carriers

Pacific Mutual – PM Group – Area Sales Manager 1995-1997

Employers Health Insurance (Acquired by Humana) – Area Sales Manager 1992-1995
After Lincoln National sold their group division, I transferred to their small group subsidiary - Employers Health Insurance. This got me back to California after having spent 2 years in Memphis, TN.

Lincoln National – Employee Benefits Sales Representative 1990-1992
I spent the first few years in the industry in Memphis, TN. I refer to this period as my "years abroad" since it was a big culture shock to graduate from UCLA and be living in TN within 3 months. I arrived a vegetarian and left addicted to pulled pork BBQ.

Group Benefits Insurance Carrier Sales Representative 

Client Service Academy | Helping Brokers Grow With High-Performing Client Service Teams

I’ve spent 35+ years in the insurance industry—starting as a carrier sales rep, growing into a producer and sales leader, and now serving as an executive advisor and program builder.

At GenuineShift, we design high-impact training experiences that help client service professionals thrive, leaders make better decisions, and teams shift from reactive responders to proactive advisors.

Everything we do is anchored in the Clients hire you to be led.™ framework.

Development should drive behavior, not just check a box. That’s why we partner with managers to ensure learning translates into lasting change. There’s a difference between attendance and engagement. Attendance is showing up. Engagement is how you show up—and that’s where the shift happens.

We refine every program to scale impact with minimal time and budget burden. Teams are stretched. Leaders are under pressure. We design with that reality in mind—without watering down the outcomes.

We don’t offer pre-licensing prep, contract-level, or compliance-heavy technical training. There are plenty of vendors for that. We focus exclusively on real-world behavior change—in the insurance business, across all roles, at every level.

Our lineup includes programs to onboard rookies, level up junior talent, and reset veterans, without derailing your team or your budget. You’ll find details and client testimonials at genuineshift.com.

Trends I’m thinking about:

Businesses can’t grow without a team to do the work. The old playbook—hiring from a competitor—is broken. There aren’t enough people, and it’s too expensive. Building internal talent is your only choice.

Yesterday's career ladder is now a launchpad. We’re seeing battlefield promotions and fast-moving teams led by people with limited context or experience. That's risky.

There’s urgency to modernize, but core operations still lag—AMS/CRM usage, coordination with GAs, or BPOs like Patra or ReSource Pro. It’s time to move from optional to operational.

The focus is shifting—from workload to workflow.

For carriers, point solutions, and industry partners: Ask me about Baffled by Brokers—our long-running workshop series built to help you win more agency buy-in and strengthen partnerships.

I grew up in the insurance business. While I don’t take myself too seriously, I take learning seriously. We build every program with expert input—think Bloom’s Taxonomy meets Julie Dirksen.

I'm a contributor to Leader’s Edge and an instructor for CIAB’s Insurance Professional School.

If you’re solving for people, performance, or process, send me a connection request.

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Jenn Walsh

Hillary Luther, SHRM-CP, GBDS

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