Bruce Gordon


Bruce is a seasoned life insurance professional who began his career as an agent and worked his way to numerous senior executive positions with several major life insurance companies, including board director. Over his 40-plus years in the industry, Bruce has been responsible for product design and development, corporate strategic planning and marketing and sales through numerous distribution channels including independent agents, banks, broker-dealers and wire houses. Bruce pioneered the concept of “private labeling” a primary carrier’s products for subsequent marketing and distribution by other insurance companies.

Bruce was lured out of retirement by Kerry Lawing and drawn to Prevail for its atypical strategic focus on helping clients leverage the unique “asset” attributes of cash value life insurance. Bruce’s particular focus will be on the retirement-age market, helping fellow seniors understand some of the powerful ways that certain products and strategies can enhance inheritance planning for their beneficiaries.

When not engaged with Prevail, Bruce savors typical “retirement life” including the activities of his grandkids, golf, reading, playing bridge, woodworking and time with friends. Bruce and his wife, Charlene, have been married for 48 years and live in Leawood, KS.