May 23, 2023

BetterLife Announces Appointment of Chris Campbell as Their New CEO

BetterLife’s Board of Directors has announced the selection of Chris Campbell as its new CEO effective June 19, 2023. Campbell, 53 will succeed Dan Shinnick who has announced his intention to retire following 39 years of service in the insurance industry.

John McHugh, Lead Independent Director of the BetterLife Board, said “We are looking forward to bringing Chris into the BetterLife family to lead us to our next level of success. He brings a wealth of financial services credentials, is excited about the opportunity to lead the business as well as joining the Madison community. We wish to thank Dan Shinnick for his leadership and wish him well as he enters retirement.” 

BetterLife’s Board had been searching for a next generation leader who could continue the business transformation into a modern and growing life insurance company. “Campbell’s proven track record, experience and passion makes him the right choice to lead BetterLife,” added McHugh.  Chris Campbell added, “I felt an immediate connection with BetterLife when we began conversations several months ago and have appreciated its rich 125-year history. The organization’s culture and values align with my own, and I see an opportunity for tremendous growth as we center on our members. I’m looking forward to extending its platform while helping our members protect their families’ financial futures, build better lives, and better their communities.”

Campbell is a seasoned and highly successful insurance executive with twenty years of senior management experience.  His career has focused on turnarounds, transformation, and growth across a wide range of financial services and technology companies.  For the past five years Campbell had served as President and COO of eFinancial, among the nation’s largest multi-carrier direct-to-consumer life insurance agencies, where he meaningfully grew sales.

Chris is married and has two children. He received his BA from Dartmouth College in Economics and holds an MBA and MA in Finance, Management Strategy and Marketing from Northwestern Kellogg Graduate School of Management.

BetterLife is a member-owned life insurance company headquartered in Madison, Wisconsin. It was founded in 1897 and has served members for more than 125 years. It provides traditional life insurance and annuity products to protect members from the financial risks of an untimely death.  BetterLife engages its members in making a difference by supporting their volunteerism, fundraising and social events in their communities.