Assurance Ally Team
Assurance Ally is a boutique IMO that supports advisors and insurance agents through personalized, 1:1 case consulting in a virtual family office setting.
With over 20 years of experience and access to 60+ carriers, our team helps ensure clients receive the most appropriate life insurance, annuity, and disability products. We streamline the process by reducing administrative work and advocating for your cases directly.
Get to Know The Team
Behind Assurance Ally
Chief Executive Officer
Chief Executive Officer
Ken Smith is the Founder and CEO of Assurance Ally, a boutique IMO designed for advisors and agents working in the Virtual Family Office model. With 30+ years in the industry and a career rooted in tax-efficient retirement planning, Ken helps advisors integrate insurance-based solutions into holistic, client-first strategies. After building a top 1% financial advisory practice and co-founding Elite Resource Team, Ken launched Assurance Ally to solve what most IMOs get wrong—impersonal support, lack of VFO experience, and inefficient product delivery.
His team offers 1:1 advisor relationships, deep product access, and turnkey support, making it easier for advisors to deliver value without adding to their workload. Ken lives in Tampa, FL with his wife and enjoys family time, church, and fitness.
Advanced Case Design Specialist
Advanced Case Design Specialist
Seth Wasserman is a seasoned professional with over two decades of experience in the insurance industry and has carved out a distinct niche by empowering advisors to boost revenue and expand their business through advanced case design. His diverse background across various disciplines has endowed him with unparalleled insight and expertise, enabling him to mastermind intricate and cutting-edge insurance designs.
Beyond his professional achievements, Seth has a rich personal life. A former collegiate football kicker, he knows the value of teamwork and determination. This has led Seth into the world of college football officiating, which keeps his Saturdays busy in the fall. Off the field, Seth finds joy in his role as a husband to Mara and as a father to Zach and Chloe, cherishing every moment with his family.
Advanced Case Design Specialist
Advanced Case Design Specialist
Eric Schultz brings over 24 years of expertise to the life insurance industry. Known for his meticulous attention to detail and deep understanding of the field, Eric excels at crafting innovative, client-focused solutions that consistently exceed expectations. His ability to listen, analyze, and design tailored strategies sets him apart as a trusted partner to advisors and clients alike.
Beyond the boardroom, Eric enjoys biking, playing golf, and creating memories with his wife Alisa and their three sons – Maveric, Keenan, and Braylon. He lives in Centennial, Colorado where family and community remain at the heart of his life.
Senior Life Insurance Specialist
Senior Life Insurance Specialist
Ashley Lupiani began her career in 2006 working at MetLife. In 2007, to further her insurance career, she moved cross-country from Connecticut to sunny San Diego, California. She spent nine years at LPL Financial, mainly focusing on Underwriting and Sales as an Advanced Case Consultant. Ashley joined Assurance Ally in 2016 and worked as the in-house Life Insurance Specialist.
Ashley’s focus has been re-aligned with Assurance Ally with regard to life insurance consulting, case management, and agent contracting. Outside of work, she enjoys spending time with her husband, Tony, and Riggens, a Golden Mix. She also enjoys traveling, cycling, wine tasting, and cheering on her beloved New England Patriots.
Senior Annuity Specialist
Senior Annuity Specialist
Christi Horan began her career in 2009 after graduating from San Diego State University with a degree in Economics. She previously worked for firms such as Mass Mutual and LPL Financial in the Annuity Consulting and Sales department before joining Assurance Ally in 2018. Christi leads the Annuity Consulting and Case Management Team with over ten years of Annuity sales experience. Christi was born and raised in San Diego, CA, and enjoys traveling with her husband, spending time with her dogs, and all things beach related! Christi’s focus within Assurance Ally is with regard to annuity consulting and case management.
Life Insurance Underwriter
Life Insurance Underwriter
John began his career in 1987 at MassMutual. His 22 years of home office underwriting experience included captive agent and brokerage markets, as well as 6 years of reinsurance underwriting.
In 2009, he moved over to the brokerage field side where he has advocated and consulted for several of the best BGAs, IMOs, and brokers in the industry. He is currently a member of the prestigious Risk Appraisal Forum. He graduated from New Mexico State University with a Bachelor of Business Administration and was a 4-year varsity baseball player – captaining the 1986 team.
He currently resides in the Charlotte, North Carolina area and in his free time enjoys exercising, following his beloved Red Sox, and attending Davidson Wildcats basketball games.
VFO Liaison
VFO Liaison
Tracy Miller began her career after attending San Diego State University, where she received her Bachelor's Degree in Kinesiology. She later received her Masters in Health and Wellness Psychology from the University of the Rockies.
She has worked within several settings in the health and wellness space, notably an Integrated Physical Medicine office, where she managed and oversaw the day-to-day operations of the office and helped to open a second office from the ground up. This integrated approach (Medical doctors, chiropractors, physical therapists, exercise specialists, and massage therapists) compliments what Elite Resource Team has built: a collaborative one-stop shop. In this industry, financial advisors, accountants, and the Virtual Family Office work together to investigate personal needs/problems and to provide a solution full of value to the client.
Tracy has taken her past experiences and evolved into her position as the VFO Liaison. All the roles she has held have been client/people-forward, and she has helped to guide, diffuse situations, and investigate to problem-solve, which she continues to excel in at Elite.
She currently lives in Pasadena, CA. Outside of work, Tracy is a Yoga teacher (loves to teach and take classes), avid baker and cook, and enjoys a good book.
Tracy’s focus within the Elite Member Support Team is facilitating the collaborative relationships between the members and the VFO Experts and overseeing the Elite VFO Expert Community.
Chief Marketing Officer
Chief Marketing Officer
Sarah has worked with high-growth B2B companies in the financial services, fintech and healthtech spaces for nearly 20 years. She has helped grow bootstrapped companies from $0-20M in revenue, and her focus is creating consistent predictable quality demand that drives revenue at an efficient cost.
Sarah currently resides in South Florida with her family where she enjoys spending time outdoors at the beach and on the boat.
Success Coach
Success Coach
James Sanford began his career in 1995 as a Financial Advisor with The Teacher Consulting Group in San Diego after graduating with a degree in Business Management from the University of Southern Colorado.
James joined Assurance Ally with a strong marketing, business development, and direct sales background. He is also an expert in raising capital for joint venture and investment projects.
Outside of work, James is a motivational speaker, attends church and enjoys working out and playing sports. He currently resides in Denver, Colorado.
Virtual Marketing Manager
Virtual Marketing Manager
Creative marketing professional with years of experience in developing marketing plans and delivering digital marketing strategies specifically to the professional services industry. Self motivated and solution oriented with a proven track record of helping businesses grow using 21st century marketing funnels.