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How to use BOLD with clients

Tools to help your business owner clients thrive

BOLD is a ready-to-use marketing program that you can use immediately with your business owner clients. Start with your client's state of affairs, ask questions, and outline their goals. Then you design BOLD solutions.

Why start from scratch? Use our ready-made tools

BOLD helps guide business owners to the right solution for the life stage they are in. Whether they’re fully operational focused on attracting and retaining key talent — or whether they are planning for retirement, BOLD has a solution.

Our suite of marketing tools for financial professionals includes questionnaires, client-friendly PDFs, and scripts to help you design a solution for business owners. The BOLD materials and calculators will help your clients take a clear inventory of their life stage and goals and determine their best step forward, with Securian Financial at their side.

BOLD sales support

Contact the Securian Financial Advanced Sales Team today.

1-888-413-7860, option 3

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Using BOLD: Step by step

The BOLD process helps you become more confident by providing soft-approach opportunities and key questions to help determine business owner objectives.

Discover your client’s goals

The BOLD questionnaire has been designed as an effective starter tool for those new to using BOLD. It will guide your client through uncovering and ranking their priorities in these key areas:

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Adequate funding for retirement

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Long-term care

Paying for long-term care costs

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Estate planning

Efficiently passing on assets

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Executive compensation

Recruit, reward and retain key employees

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Retirement plans

Aligning retirement plans with business objectives

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Key person protection

Protecting the business from loss of a key employee

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Business succession

Transfer the business to others at a fair price

Generate interest

We have several tools to help when you're in the generating interest stage.

Action steps

  • Tell them about the complimentary no obligation business evaluation
  • Invite them to a BOLD educational seminar
  • Share a BOLD PDF
  • Leverage the BOLD bar napkin script

Gather information

Once you’ve engaged with a business owner, gathering information is a guided process with the BOLD questionnaire.

Action steps

  • Initiate the BOLD questionnaire
  • Let the guide help you and your client uncover key information


Establish goals

Establishing goals is straightforward with the BOLD suite of resources.

Action steps

  • Put together a priority checklist
  • Use the questionnaire to ask seven simple questions that the business owner then ranks
  • Collect additional information on executive compensation, key person protection, and business succession using the BOLD fact finders noted

Solution design

After you’ve followed the BOLD fact finding and priority setting process, solution design falls into place.

Action steps

  • Discuss the information you gathered about your client with their legal and tax professionals, and other advisors
  • Talk to your back-office sales support team and consult our advanced sales team for in-depth case analysis and design

Life insurance products contain fees, such as mortality and expense charges, (which may increase over time) and may contain restrictions, such as surrender periods.

Please keep in mind that the primary reason for purchasing life insurance is the death benefit.

Additional agreements may be available. Agreements may be subject to additional costs and restrictions. Agreements may not be available in all states or may exist under a different name in various states and may not be available in combination with other agreements.

Policy loans and withdrawals may create an adverse tax result in the event of lapse or policy surrender and will reduce both the surrender value and death benefit. Withdrawals may be subject to taxation within the first fifteen years of the contract. Clients should consult their tax advisor when considering taking a policy loan or withdrawal.

The Policy Design chosen may impact the tax status of the policy. If too much premium is paid, the policy could become a modified endowment contract (MEC). Distributions from a MEC may be taxable and if the taxpayer is under the age of 59 ½ may also be subject to an additional 10% penalty tax.    

An annuity is intended to be a long-term, tax-deferred retirement vehicle. Earnings are taxable as ordinary income when distributed, and if withdrawn before age 59½, may be subject to a 10% federal tax penalty. If the annuity will fund an IRA or other tax qualified plan, the tax deferral feature offers no additional value. Qualified distributions from a Roth IRA are generally excluded from gross income, but taxes and penalties may apply to non-qualified distributions. Please consult a tax advisor for specific information. There are charges and expenses associated with annuities, such as surrender charges (deferred sales charges) for early withdrawals.

This information may contain a general discussion of the relevant federal tax laws. It is not intended for, nor can it be used by any taxpayer for the purpose of avoiding federal tax penalties. This information is provided to support the promotion or marketing of ideas that may benefit a taxpayer. Taxpayers should seek the advice of their own tax and legal advisors regarding any tax and legal issues applicable to their specific circumstances.

For financial professional use only. Not for use with the public. This material may not be reproduced in any form where it is accessible to the general public.

DOFU 10-2022