From Insurance to Exit Planning: Building Confidence in Owner Services

In this episode of The Exit Planning Coach Podcast, John F. Dini interviews Brian Trzcinski, Director of Business Market Development at MassMutual, about the evolution of their business owner services. Brian describes his 18-year journey from traditional insurance planning to comprehensive exit planning, emphasizing how MassMutual helps financial advisors build confidence in serving business owners. He shares insights about their adoption of the Exit Planning Institute's CEPA designation and Value Compass valuation tools, explaining how these resources help advisors have deeper conversations with owners. The discussion covers current challenges including the Connolly decision and Secure Act 2.0 but consistently returns to the core theme of building advisor capability and confidence. Through the conversation, Brian emphasizes that while 95% of financial professionals want to work with business owners, many lack the confidence or experience - a gap that MassMutual's training and tools are designed to bridge.