Ron Shurts — Co-Founder & CEO of Annexus, Managing Partner at Integrity Marketing Group, and majority owner of the Arizona Rattlers — joins The Complete Advisor Podcast for an unfiltered conversation about leadership, innovation, and what it means to “Control the Grind.”

In this episode, Ron shares how he went from selling insurance to farmers in Nebraska to creating billion-dollar products that reshaped the annuity and life insurance industry. Independent financial professionals will learn how to think bigger, work smarter, and put clients first in a rapidly evolving retirement marketplace.

🎯 3 Key Takeaways for Financial Advisors
Control the Grind, Don’t Set Arbitrary Goals – Success comes from outworking everyone daily, not chasing numbers that limit potential.

Be a Fiduciary, Not a Spreadsheet Warrior – The “highest bonus” isn’t always the best choice. Advisors must evaluate all product factors to deliver real value to clients.

Reframe Annuities as Asset Classes – By integrating smart beta indices and diversified designs, annuities become powerful allocation tools, not just “insurance products.”

🔑 Topics Covered Financial advisor motivation & growth Annuity product design and innovation Indexed universal life (IUL) opportunities Fiduciary responsibility in product selection Advisor business development and retention strategies Ron Shurts’ leadership insights from Annexus, Integrity Marketing Group, and the Arizona Rattlers