About Us

David Armstrong has over 25 years of executive leadership and expertise building and retaining high caliber teams in growth-oriented insurance benefits organizations.

Prior to founding Sass Advisors, David served as President and CEO of AIG Benefit Solutions.

He has also served as Executive Vice President and Profit Center Manager for American General Affinity Solutions, a top three carrier in the Affinity market.


The Professional Insurance Marketing Association (PIMA) consists of the leaders of over 120 organizations in the affinity benefits industry. David Armstrong serves on the PIMA Board of Directors and co-chaired the Affinity 2020 Task Force. Affinity 2020 assessed the fundamental and fast paced changes that are occurring in the affinity space while developing a roadmap of key implications and insights for the industry. 

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