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Mission Statement


Our mission at Senior Life Services is to help you and your loved ones, financially prepare for the most difficult challenge you will face as a family. We will find you affordable protection, from a top-rated insurance carrier, and provide ongoing counsel to address your ever-evolving needs. We are your partner for life.

Code of Ethics

We at Senior Life Services are committed to not only having but also enforcing a strict code of ethics with all of our agents and employees who assist in the sale and or marketing of QOL benefits, insurance or final expense benefits.

Our code of ethics is not just about insurance laws, rules and regulations. It’s also a statement of the values that we want all of our agents and employees to embrace and follow.
HONESTY AND INTEGRITY: We will conduct business according to the highest standards of honesty, integrity and fairness. Our motto is “Honesty is always the best policy.”

We will engage in aggressive but fair competition with rival insurance companies and insurance agencies. We will promote the strengths of our final expense products and our QOL or insurance organizations, rather than disparage our competitors.

HONEST SALES MATERIAL: We will only use advertising and sales materials that are clear as to purpose and honest and fair in content. All such materials, including life insurance product illustrations, will comply with State and Federal regulations and insurance company guidelines. Our materials, as well as our insurance agents and employees, will always clearly and fairly describe the features, benefits, exclusions, limitations, and costs of our products.

ETHICAL SALES AGENTS: We will ensure that our insurance agents are duly licensed and qualified to market our life insurance or final expense products in the geographical territory concerned. We will furthermore carefully select, train, and supervise our agents to maintain the highest levels of ethical and professional behavior throughout our organization.

CUSTOMER SERVICE: We will encourage our agents and employees to provide competent and customer – focused sales and service. Our agents will never knowingly recommend duplicate or inappropriate insurance coverage to a client or prospective client. Our employees will always focus on what the customer needs and how we can best help him/her to meet those needs. We will strive to handle all customer inquiries, complaints, and claims fairly and expeditiously.

SUPERVISION AND REVIEW: We will maintain a strict system of supervision and review designed to assure the desired level of ethical performance by every insurance agent and employee.

CODE VIOLATIONS: When code violations occur, we will take corrective action through effective communication and re-training. We will, however, not tolerate or continue our relationship with any agent or employee who proves unable or unwilling to conduct themselves in accordance with our Code of Ethics on an ongoing basis.

Our code has been adopted so that each agent/employee understands that we always want to do “the right thing,” by the client, the insurance company, the agency and themselves simply because it’s “the right thing to do.”

Company History

Senior Life Services, founded by Rory F. Dougherty, is a subsidiary of Florida Insurance Services, more famously known in the Vero Beach Florida community as Florida Health Agency of Vero Beach, Inc, with roots dating back to 1978. The originating agency grew to become a major provider of life, health and annuity products along the east coast of Florida winning numerous sales awards and accolades along the way. Florida Insurance became nationally recognized by several top-rated insurance companies as a leader in the sale of broad-based senior market products.

The Senior Life division of Florida Insurance Services, Inc., specializing in helping seniors with final expense life insurance, was established in 1996. In 1997, the division was renamed Senior Life Services. Senior Life Services has rapidly grown to become one of the largest providers of final expense coverage with sales nationally spanning 42 States. The opening of our state of the art, 24,000 sq ft National Home Office facility in Vero Beach has us voted as one of the “Best Places to Work” in Vero, and positions us to provide the highest level of service to our clients and partners for many years to come.