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About Us

Our Resources Are Your Formula for Success!

Smart Money Financial. Inc. excels in the brokerage marketplace. Our core of insurance carriers, diverse product base, experience, and production volume give us the ability to solve your problems and the needs of your clients. Adopt us as your primary brokerage source and expand your markets to include the latest advanced sales concepts, best products, aggressive underwriting and unequalled service. We feature:

  • A multiple company approach
  • Access to a broad spectrum of excellent products
  • Technical expertise in estate planning, deferred compensation and business insurance markets
  • Superior skill and resources in impaired risk underwriting
  • Specialized marketing programs such as Pension Rescue Programs
  • A Term spreadsheet program to save you time and effort in shopping the Term insurance market
  • General Agent contracts, Personal Producing General Agent contract and Preferred Producer bonus program available
  • An extremely competent staff to support you administratively and allow you to focus on selling
  • The latest in computer software and hardware support

Bruce A. Hersh, CFP


Bruce has been in the insurance business since 1981 as a Brokerage General Agent. During that time, he has directed his energies in growing Smart Money Financial, by assisting independent brokers in the marketing and design of innovative solutions for advanced insurance needs. Key to this development has been an unbiased multi-company approach and a focus on providing proven long-term solutions for SMF clients. This combined with expertise in developing plan design, product selection, impaired risk underwriting, advanced business and industry designations enable his agents to provide effective insurance solutions. Bruce has served as past president of Diversified Marketing Group and has been an equity partner of Diversified Marketing Group, Capitas Financial, Insurance Designers of America  and LIBRA Insurance Partners. Bruce has a Bachelor of Arts from Southern Illinois University and has a Master of Business Administration degree from Keller Graduate School of Management.


Sam Roberts

Senior Marketing Director

Sam has spent 18 years in the life insurance business starting his career in 2004 as a Producer and Director of Marketing for Innovative Benefits Consulting in Pittsburgh, PA working for John Irvin. He Later was a Producer and Head of Recruiting & Training for Northwestern Mutual’s Pittsburgh Office. He has worked as the Director of Business Development for Partnersfinancial, Vice President of Sales for Aviva USA, VP of Firm Development for Lion Street, VP of Sales for Highland Capital Brokerage & Chicago Regional Vice President for Crump Brokerage.  He most recently worked for NFP Insurance Solutions as a Senior Marketing Director.  Sam is a graduate of Lehigh University with a Bachelor’s Degree in Public Relations with minors in Marketing and International Relations.  He resides in the Chicagoland area.


Eliza Oates

New Business and Licensing Director

Eliza has been with Smart Money Financial, now FinFit Life Brokerage, since 2000.  She has worked as a Case Manager, Licensing & Appointment Manager, and Commissions Representative.  At FinFit Life Brokerage, Eliza is the New Business and Licensing Director.  She is responsible for new agent licensing and appointment set up, internal system onboarding, as well as assisting case managers with day-to-day operations.

Eliza attended Illinois State University and received a Bachelor of Science in Biology followed by Ravenswood School of Nursing.  Prior to joining Smart Money Financial, Eliza worked for a Home Health Infusion pharmacy as a Case Manager.

Geneva Williamson

New Business Case Manager

Geneva has been with Smart Money, now FinFit Life Brokerage, since 2005. She has worked as Office Admin, Policy Holder Service Representative, and Case Manager.  At FinFit Life Brokerage, Geneva is the New Business Case Manager.  She is responsible for managing the new business process, underwriting and policyholder service.

Geneva was a US Marine and after her honorable discharge attended McHenry County College and received a Bachelor of Science in Business.  Prior to joining Smart Money Financial, Geneva worked at Blue Cross Blue Shield in claims verification.

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