Different Approaches (Cont’d)

Edwards said this process of getting air cover from the distributor will differ. 

He pointed to Bridgepointe and its partners as an example of agencies that “tuck neatly under a brand.”

But other partners will want to borrow the Telarus brand only on particular customer engagements.

“And that’s how we see them now pitching to their customers. ‘By the way, I have this whole bench of resources called Telarus, and I bring them to bear, and that is part of my value to you,'” he said.

He added that partners are “actively voting” on how they want the market to develop. And they’re voting with each sale.

“They’re voting on what their preference is of how much they want to invest in their brand and how much they want to lean on the brand of a TSB,” he said.