As PIMA marks 50 years, we celebrate the leaders who shaped its evolution—leaders like Susan Hussar, whose deep understanding of the industry, dedication to inclusivity, and resilience during times of change left an indelible mark. From her start at PIMA to her enduring contributions, Susan's journey offers powerful lessons in adaptability, community-building, and integrity.
Susan's unexpected path to leadership in PIMA began with a call from the then-PIMA President, who invited her to serve as the association's secretary. She recalls her surprise when she learned it was a multi-year commitment: "I didn't know that I was committing to a five-year role!" she laughs, looking back on that time with fondness and a sense of gratitude for the opportunity. Susan quickly took to the role, embracing the chance to grow PIMA's influence and community presence, and became PIMA's President in 2005.
Reflecting on her career journey, she credits her start at KVI (Kirke-VanOrsdel Insurance) for giving her a foundation in the industry. KVI's thorough training exposed her to every aspect of insurance operations, instilling a level of commitment and knowledge that would guide her leadership in PIMA and beyond. "Insurance has been in my blood," she says, grateful for the experiences that allowed her to see the full scope of the industry.
Lesson #1: Embrace Transparency Even During Eras of Change and Financial Strain
Susan's tenure as PIMA President came during a transformative period marked by regulatory scrutiny, financial strain, and insurance industry consolidation. As smaller agencies were bought out and folded into larger firms, PIMA faced the challenge of retaining members and preserving its unique community amid increasing demands. During this time, PIMA's model shifted, and so did the association's approach to financial management.
At the time, PIMA hosted three conferences. "We would run from one conference to the next, and then if we missed the mark on attendance, we'd have to write checks to the hotels," Susan recalls, emphasizing the importance of making tough financial decisions to sustain the organization. She and the Board grappled with inherited hotel contracts that required guaranteed spending at venues—a challenge given the industry's leaner times.
Susan's tenure was also marked by an urgent need to adapt to evolving transparency standards as regulatory bodies introduced new requirements like the "Do Not Call" list and stricter disclosure mandates. "Transparency wasn't an everyday word, but it was starting to [become important]. You need to be clear about who's doing what and what the roles and responsibilities are as an industry," Susan reflects. PIMA's leadership worked to keep PIMA members informed and compliant, laying the groundwork for a new era of industry standards.
As PIMA members adapted to regulatory changes, it demonstrated that compliance and open communication were not just obligations but opportunities to strengthen trust and unity within the industry. That approach serves as an important reminder that transparency fosters resilience and ensures an organization's readiness for the future.
Lesson #2: Be Intentional About Recognizing and Elevating Diverse Perspectives
PIMA's leadership also saw the need for a more inclusive PIMA where all voices could be heard and represented. During Susan's tenure, PIMA expanded its board to include business partners, ensuring that the full spectrum of the insurance ecosystem—from brokers to carriers to business partners —was actively involved in decision-making.
"We needed each other," she explains, emphasizing how important it was to foster inclusivity within PIMA's membership. PIMA's commitment to building a more representative board was a forward-thinking move that helped the organization build strong, diverse relationships across the industry. By creating space for new perspectives, PIMA laid a foundation for a more adaptable, community-centered organization that could better meet its members' needs. This foundation also helped the organization return to solvency and establish six months of operating expenses in reserves, a best practice for associations.
The decision to expand PIMA's board illustrates how inclusivity strengthens an organization's resilience. Susan's belief that "we all needed each other" reflects a recognition of the value of diverse voices and ideas. "I think we had a good committee system," she notes, emphasizing the collaborative atmosphere PIMA cultivated. "People were candid, they were honest, they were creative. Everyone was trying their best to figure out what we should do next." This lesson is a powerful reminder that sustainable growth is fueled by inclusivity and that everyone benefits when all stakeholders have a seat at the table.
Lesson #3: Invest in a Legacy of Inclusivity for Lasting Impact
As Susan's career evolved, she began to view inclusivity as essential not only at PIMA but to the entire insurance industry. She advocated for broader outreach to attract new members, including all areas of the ecosystem, to affinity insurance. Though she acknowledges that these initiatives were sometimes sidelined amid the demands of her presidency, Susan remains proud of PIMA's strides toward a more inclusive membership. "It may not look the same; it may have to morph into something different, but we need to keep it going," she says, confident that inclusivity initiatives will continue to strengthen PIMA's community.
Susan's efforts to promote inclusion extended beyond traditional demographics, emphasizing varied professional backgrounds, regional representation, and unique experiences. Her advocacy created a more representative PIMA community, paving the way for future leaders to continue fostering inclusion.
Building a Stronger Future Together
Through decades in the industry, Susan has gained a perspective that goes beyond technical expertise; for her, insurance represents a unique opportunity to serve people in profound ways. "Behind the scenes, there are so many opportunities to serve people in different ways. It's a fun industry—it really is," she says, reflecting on her experiences.
Susan's insights extend to the many facets of insurance, from claims to customer service and marketing, each offering a path to make a difference. "I recommend trying to understand insurance," she advises. "Whether you get into the business or not, it's important and it does a great service."
As PIMA looks toward the future, leaders like Susan inspire a renewed commitment to innovation, integrity, and inclusivity in affinity insurance. Her legacy serves as both a guide and a challenge to future generations: embrace every opportunity to learn, grow, and lead with an open heart and a steadfast commitment to serving others.
PIMA® (Professional Insurance Marketing Association®) is a member-driven trade association focused exclusively on the affinity market.
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