As PIMA marks its 50th anniversary, we had the opportunity to sit down with George Bode, a long-time member and former president in 2007 to explore his reflections on the organization and its role in shaping the affinity insurance market.
When George Bode joined PIMA in the late 1990s, the affinity insurance market was in the midst of significant change. Mergers and acquisitions dominated the landscape, reshaping companies and creating new challenges for the industry. At the same time, technology was beginning to shift how businesses operated, presenting both opportunities and uncertainties.
“When I first got into PIMA in the 1990s, there was a great deal of consolidation taking place. You had Wohlers, Seabury and Smith, McGinnis—all these agencies getting bought up,” George recalls. “Every week, you picked up Business Insurance, and it was an article about a horse race between the big organizations outside the affinity space as well.”
For George, PIMA became a critical resource for navigating this fluctuating environment. His insights and stories from this time shed light on how PIMA adapted to these changes under his leadership and how today’s members can apply those lessons to ensure the organization’s future success.
Lesson #1: Mentorship is the Key to Building Future Leaders
George’s leadership philosophy is deeply rooted in the value of mentorship, a theme that defined his presidency at PIMA. As one of the youngest presidents in the organization’s history, George benefited from the guidance of seasoned leaders who saw his potential and helped him grow into his role.
“My whole theme was mentorship because I believe so much in it,” George says. “I was young. [I was one of the] two youngest presidents in PIMA history. But I had some really good mentors to push me along and get me into leadership.”
Today, George sees mentorship as more important than ever. “We don’t have a lot of young people behind us,” he notes. “And that’s going to be a problem for a lot of agencies.” PIMA’s mentorship program is a great step toward solving that problem, but the affinity industry needs to go a step further.
To address this, George is an advocate for PIMA’s mentorship program. He encourages PIMA members to get involved and expand their own mentorship programs to create opportunities for younger professionals to enter the field. By investing in initiatives that connect experienced members with newcomers, PIMA can play a vital role in building a sustainable talent pipeline for the affinity insurance market.
Lesson #2: Forward-Looking Leaders Must Adapt to the Digital Revolution
George’s presidency coincided with the rise of digital technology, which began reshaping how the affinity insurance market operated. Social media was emerging as a new platform, but its role in marketing and communication was still uncertain. Under George’s leadership, PIMA began addressing these changes head-on, helping members adapt to the rapidly evolving digital landscape.
Members did not want to be sold to on Facebook, George recalls of the time. “Facebook came out in 2004, and you know, it was still new. People were still doing silly things on Facebook, not looking to buy insurance. So that was a very interesting time because it really was a game changer in terms of the way marketers were thinking.”
At the same time, George observed a shift in the market from supplemental insurance products to large policies with complex underwriting requirements. “Everything changed,” he explains. “Now, all of a sudden, the underwriting experience is not much less intense and invasive than if a member were to go out and buy one from an individual carrier. And guess what? The individual product over the life of the policy was still cheaper.”
Looking ahead, George sees digital underwriting as a game changer for the industry. “The first insurance company to actually figure [it] out—to truly do it, make it a rapid decision—that’s going to be the differentiator.” Similarly, by fostering conversations around cutting-edge technologies, PIMA can ensure its members stay at the forefront of innovation today, just as it did during Georges’ tenure as president.
Lesson #3: Building Relationships Takes Time and Effort
For George, one of the most valuable lessons from his time with PIMA is the importance of investing in relationships. During his presidency, George worked to create spaces where those relationships could flourish. He encouraged members to join the organization and make an effort to connect with others. “Come give us a try. ‘Come to [at least] three meetings’ was the mantra,” he recalls. After all, “It can take time to develop your relationships.”
George believes this people-first approach is critical for both personal and organizational success. “Size is great, but [there’s no point] if people aren’t finding value,” he notes.
Today’s leaders can draw from George’s focus on community by continuing to prioritize member engagement and fostering collaboration. Whether through mentorship programs or curated networking opportunities, PIMA’s strength lies in its ability to bring people together.
Joining the People at the Heart of PIMA’s Success
For George Bode, PIMA has always been about more than just professional development. The relationships built through the organization are invaluable, both personally and professionally. Reflecting on his experiences, George shares, “It’s all about the people.”
These connections, forged through years of shared challenges and successes, have created a community that stands apart. George recalls, “PIMA was just such a great place to grow up professionally. Back then, we all had young kids, and we all came with our families, so our kids grew up going to PIMA together.”
As PIMA celebrates its 50th anniversary, George’s reflections serve as a reminder of what makes the organization thrive: its commitment to fostering meaningful relationships. For PIMA’s members—past, present, and future—this focus on people remains at the core of its success.
Ready to experience the camaraderie and opportunities George Bode describes? Join PIMA and connect with a thriving community of leaders shaping the future of affinity insurance. Explore membership benefits and start building meaningful relationships today.
PIMA® (Professional Insurance Marketing Association®) is a member-driven trade association focused exclusively on the affinity market.
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