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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

President

Bruce.Hersh@SmartMoneyFin.com
Hersh Bruce

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, now known as FinFit Life Brokerage, 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 and Insurance Designers of America. Bruce has a Bachelor of Arts from Southern Illinois University and has a Master of Business Administration degree from Keller Graduate School of Management.

 

Becca Arevalo

Case Design and Marketing Director

Becca.Arevalo@SmartMoneyFin.com

Becca has been with Smart Money Financial, now FinFit Life Brokerage, since 2003.  She has worked as Case Design Specialist and Product & Marketing Support Representative.  At FinFit Life Brokerage, Becca is the Case Design and Marketing Director.  She is responsible for running life, long-term care and disability income proposals, developing and maintaining marketing materials, and insurance company resources. 

Becca has a Bachelor of Arts in Professional Communications from Roosevelt University and an Associate Degree in Nursing.  She has been life and health licensed since 2007 and a Registered Nurse since 2015.  Prior to joining Smart Money Financial, Becca was a Customer Service Specialist at Zurich/Kemper Life supporting agents and clients with term and UL/VUL products. 

Eliza Oates

New Business and Licensing Director

Eliza.Oates@SmartMoneyFin.com

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.Williamson@SmartMoneyFin.com

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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