CHICAGO, IL (June 9, 2025): PIMA announces the winners of the iMPACT Awards, a new awards program designed to honor individuals at PIMA member companies who play a crucial role in advancing the organization’s mission.
These individuals are making significant contributions within their companies, the affinity market, and to PIMA’s success as an organization.
The iMPACT Awards recipients were recognized during PIMA’s 2025 Summer Insights Conference and 50th Anniversary Celebration in Kansas City, MO.
STAR Award
The PIMA RISING STAR Award celebrates an affinity industry professional who exhibits leadership qualities within their company and as a volunteer within PIMA. The winner of the 2025 STAR Award is Katie Schultz, Vice President, Client Relations at Bindable.
As stated in her nomination, “Katie exemplifies outstanding leadership at Bindable through her unwavering support for both clients and colleagues. Beyond her client work, she actively mentors new employees, offering guidance and encouragement to help them grow.”
Within PIMA, Katie has served as a conference session moderator and contributed to the mentor pilot program. She also volunteers on the Membership Committee—demonstrating her commitment to the organization and the broader affinity community.
Leadership Award
The PIMA Leadership Award recognizes a PIMA member who exhibits leadership qualities within their company and/or the affinity market and has shown commitment to PIMA through volunteer service on task forces, committees, or other programs. The recipient of the 2025 PIMA Leadership Award is Tracey Gray-Walker, Chief Executive Officer at AVMA Trust.
Tracy was mentored by PIMA Founder Tom Koch, and her career in affinity spans decades. According to her nomination, “Tracey continues to be a life-long learner. In addition to PIMA (where she has served on the board of directors), she is also a member of NACD (National Association of Corporate Directors) earning her Directorship Certification in March 2022.” Tracey is also a member of the Private Directors Association, having earned her credentials in 2024.
Legend Award
The PIMA Legend Award honors an individual who has distinguished themselves by making an outstanding contribution in the creation, growth, and evolution of the affinity industry and PIMA.
The winner of the 2025 PIMA Legend Award is Jim Larson, who has held countless leadership positions within PIMA and across many companies including Commercial Life, CNA, US Life (AIG), The Hartford, Zurich, and Prudential.
“Jim has been an unwavering leader across many organizations serving the affinity marketplace. He epitomizes what a relationship business is and is an absolute pro at the heart of what makes the industry beat,” according to his nomination.
Learn more and submit a nomination for the 2026 PIMA Awards here.
About PIMA
PIMA is a member-driven trade association focused exclusively on the affinity market. More than 100 companies—including the largest brokerage firms and largest insurance carriers in the world – belong to PIMA. Whether they are involved in the business of creating, distributing, marketing, or administering products for individuals or businesses, our members collaborate to help people achieve financial security and peace of mind. For more information, visit www.pimainsights.org.
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