Spotlight On: William Hunt, CEO, GBU Life
August 2025 — William Hunt, CEO of GBU Life, sat down with Invest: to discuss how GBU has grown in recent years, how the company is positioning its annuity offerings to attract younger generations who may be more skeptical about long-term financial instruments, the work they are doing to address today’s retirement planning challenges, and how they are balancing expansion while still maintaining strong local ties.
What changes over the past year impacted GBU Life, and how do they position the organization within the evolving insurance and financial services landscape?
Over the past year, we have continued doing what we have been doing since I came on board seven years ago: growing the company in a controlled and profitable manner, updating our infrastructure and expanding our charitable and community support activities. When I first joined, we did business by paper, mail, and telephone. Over the past seven years, we have focused heavily on strengthening and developing a strong digital infrastructure. Our products, life insurance and fixed annuities, have a place for any member of the five generations in the marketplace, those ranging from children all the way up to retirees. By being able to serve each generation appropriately, that has enabled our company to double in size. Last year was a record sales year for us, where we sold $778 million in fixed annuities.
GBU primarily sells multi-year guaranteed annuities, which are mostly used by those hitting retirement age, but can also be used by individuals of all ages to grow their retirement savings on a tax preferred basis. We have been developing programs and implementing new technologies to better adapt to younger generations as well. On the life insurance side, we are smaller but looking to become a bigger player. Helping to educate and assist people in growing, protecting, and distributing their wealth is of the utmost importance to us as a company. We have also been focusing on growth and expanding our geographical footprint.
How is GBU positioning its annuity offerings to attract younger generations?
The first 401k plan was developed in 1981, and we were told that through our working years, we must save for retirement. Over the years, people have done a good job saving to the best of their ability. However, they often do not know what to do with this money when they retire. People are afraid of running out of money in retirement and do not know how much they can spend month to month. We have developed technology and software that allows younger folks to work with financial planners to determine how much they need to save now to have a sufficient nest egg in retirement. Guaranteed income streams are very important in retirement, and we work with people to ensure they achieve their goals. Younger people are worried about whether social security will exist in the future, so it is even more important for them to think about how they are going to provide for themselves. Putting savings into a GBU annuity ensures individuals will have an income stream by the time retirement comes.
How do GBU Foundation’s grant allocations reflect your broader mission, and what role does supporting local nonprofits play in strengthening your identity?
GBU is a special type of life insurance and annuity company, structured as a fraternal benefit society. A fraternal benefit society has a dual mission. Mission number one is to be able to provide financial products to help our members grow, protect, and distribute their wealth. The other part of our mission is the philanthropic side manifested by serving and giving back to the community. Our society is a tax-exempt organization which has many ways to give back to our community, including through our foundation and our member benefits. Our foundation has been around for over 60 years and enables us to provide educational grants and scholarships to members as well as community grants. The GBU Foundation Community Grant Awards not only give meaningful financial support to small, local nonprofit organizations nominated by our members, but also help to amplify and increase awareness of the incredible work they are doing in our members’ communities.
How does GBU navigate the balance between national expansion and maintaining strong local ties, particularly given the competitive insurance environment in Pennsylvania?
The majority of our members are based here in Western Pennsylvania, where we have developed very strong roots and partnerships. Our insurance products and philanthropic programs are applicable anywhere. We have a 10- to 12-year sales plan in place to slowly expand our national footprint through our wholesaling network by educating more independent agents and advisors about how GBU’s life insurance and annuity products can better serve their customers. Strengthening our infrastructure to connect with agents and members in a digital manner has played a significant role in doing so. We strive to consistently provide an exceptional customer experience to both our members and our distribution partners.
What are your strategic priorities for growth, innovation, and community impact?
Looking at the next three to five years, we are planning to continue the expansion of GBU. Diversifying our distribution partners and products while enhancing our business infrastructure will be key. Fixed index annuities and life insurance will likely become a bigger part of the marketplace.Developing and selling these types of comprehensive products while emphasizing our fraternal programs will be very important.
GBU is all about strengthening and providing the financial wellbeing of our members with conservative products while supporting their communities. I am confident that executing this mission will allow us to successfully grow GBU in the years to come.
For more information, please visit:
