Kurt Lytle
Founder, IUL.Solutions — Nashville, TN
I started IUL.Solutions in 2020 with a simple belief: most people deserve better advice than they're getting. Not a product pitch. Not a commission-driven recommendation. A real conversation about what they're trying to accomplish and whether insurance belongs in that picture.
That philosophy didn't come from a textbook. It came from 22 years of watching how sales works — the good, the bad, and the parts most advisors never talk about. I've been on the technology side, the captive insurance side, and the automotive business development side. Every one of those experiences taught me something about how people make decisions, what builds trust, and what destroys it.
The Road That Led Here
I didn't start in insurance. I started in technology sales — eventually reaching a VP-level role and working with NCR, which gave me a front-row seat to enterprise-level sales and client management at scale. That background in complex sales, long relationship cycles, and consultative positioning has shaped everything about how I work with clients today.
I then owned a Farmers Insurance agency, which taught me something important: captive agencies exist to serve the carrier, not the client. When you can only offer one company's products, you're always working backwards from what you have — not forward from what the client needs. I left that world intentionally.
Along the way I spent time in automotive business development — another high-volume, relationship-driven environment where trust is either earned quickly or lost permanently. That experience reinforced what I already believed: people buy from people they trust, and trust is built through honesty, not pressure.
In 2020 I launched IUL.Solutions as a fully independent practice. No captive agreements. No single-carrier obligations. Just access to 35+ carriers and the freedom to recommend whatever actually fits.
