LifeAssist hires industry icons

Today, LifeAssist added Helena Smeenk-Pritchard to the company’s operational team, as well as Byren Innes and Jim Ruta to the company’s board of advisors.

Smeenk-Pritchard joins LifeAssist as the MGA implementation manager. She has more than 35 years of industry experience.

Byren Innes has held executive positions with Crown Life, ScotiaMcLeod, and Aetna Life. “[He’s] an expert on the Canadian life insurance distribution channels,” says Cameron Jacox, CEO of LifeAssist.

He adds, “Every strategic decision at our company involves Byren and our phenomenal growth has been reliant on his expertise.”

For his part, Jim Ruta has held management positions with Confederation Life and Canada Life, and is a director at GAMA. He’s also a columnist at the Insurance and Investment Journal.

Innes and Ruta will join the board immediately, while other high-profile appointments are rumored to be in the works.

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