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Bruce P. Shay, AIF®

Executive Vice President, Affinity Solutions

Bruce leads our Affinity Solutions market segment, which includes our group insurance, financial institutions and retirement businesses. He is responsible for marketing and retail product distribution, as well as providing strategic direction and leadership to these businesses.

Bruce is also actively involved in numerous enterprise activities, including serving as chairman of the board for Canadian Premier Life Insurance Company, a subsidiary of Securian Financial.


Bruce joined Securian Financial in 1985. He held several sales and management positions within the Retirement area before being named senior vice president in 2004. In 2010, Bruce was promoted to executive vice president. 

Throughout his career at Securian Financial, he has also been involved in strategic planning, mergers and acquisitions, enterprise risk management and product distribution/business development.


  • Bachelor of Business Administration, University of St. Thomas, St. Paul, Minnesota


  • Accredited Investment Fiduciary (AIF) designation


Bruce has served on several boards and industry organizations including Twin Cities Public Television, St. Paul Area Chamber of Commerce, LIMRA Pension Committee, the National Association of Life Underwriters and Children’s Minnesota. He currently serves as chairman of the board for Think Mutual Bank.

DOFU 8-2020