ABOUT
15 years building distribution for senior insurance carriers
Aaron Sims has spent 15 years on both sides of the senior health insurance market. He has built products, managed national distribution, and worked directly with carriers, state regulators, and C-suite executives. This is a consulting practice built on actual field experience.
EXPERIENCE
A career built inside the industry, not beside it
Aaron started in insurance distribution by founding Aviant Financial, a regional senior market agency based in Topeka, Kansas. He built it from the ground up, developed local and regional distribution, and grew it to the point of acquisition by Heartland Financial Group in 2015.
At Heartland Financial Group, Aaron directed multi-carrier product rollouts across a national salesforce of more than 30,000 agents. The work spanned 48 states and required close coordination with carriers, compliance teams, and state insurance departments at every stage.
His most substantial distribution project at Heartland was a Medicare Supplement block built in partnership with Bankers Fidelity. Through disciplined state-by-state rollout, that block grew to $70 million. He also partnered with Aetna to implement their first automated underwriting workflow for Medicare Supplement and supported the launch of SILVERSCRIPT, Aetna's first direct-to-consumer Part D product.
Over seven years at Heartland, he coordinated product launches with IAC, GCU, Pekin Life, and Americo, working across carrier legal and compliance teams to move products from approval through active distribution. He engaged directly with C-suite executives, legal departments, compliance officers, and state regulators across dozens of filings.
From 2023 to 2025, Aaron served as National Sales Director at American Home Life. He co-led the company's IBM i/AS400 modernization initiative, directed national sales strategy, and took the Ideal Flex Hospital Indemnity product from concept through multi-state deployment.
Today, Aaron runs an independent consulting practice focused on carrier distribution strategy, operations and systems modernization, and AI-powered workflow development for insurance operations. He works directly with carriers and distribution organizations at the strategic level.
COMPETENCIES
What he brings to a distribution engagement
Product development and launch
Aaron has taken products from concept through multi-state deployment, including Medicare Supplement, Hospital Indemnity, and Part D. He has been directly involved in underwriting design, rate filings, and the carrier approval process at each stage.
Carrier and distribution relations
He has worked with Bankers Fidelity, Aetna, IAC, GCU, Pekin Life, Americo, and American Home Life as both a distribution partner and a direct employee. He understands how decisions move through carrier organizations and how to place products at scale.
Operations and systems modernization
Aaron co-led the IBM i/AS400 modernization at American Home Life, coordinating between technology teams and business operations. He brings direct experience in legacy system transitions within regulated insurance environments.
Regulatory and compliance coordination
He has engaged directly with state insurance departments, carrier legal teams, and compliance officers across product filings in 48 states. He knows how to move a filing forward without creating downstream problems.
AI and technology integration
Aaron builds AI-powered workflow automation for insurance back-office operations. He has practical experience designing, integrating, and deploying production tools in regulated environments where accuracy is not optional.
National sales strategy
He has directed national sales programs across a 30,000+ agent force, including multi-carrier rollout coordination and agent contracting. He builds sales strategy around real production data, not projections.
WORK WITH US
Ready to get to work
If you have a carrier distribution challenge or an operations problem that keeps not getting solved, let's talk.
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