sales

American Fidelity Educational Services
(AFES)
Association Worksite Division
(AWD)

AFES Sales

American Fidelity Educational Services (AFES) provides benefits solutions and services from supplemental insurance to administrative support to value-added services to our Customers. We focus on taking work off our Customers’ plates by offering solutions that fit their unique needs.

2025 AFES Accomplishments

  • Multiple AFES regions exceeded premium growth goals for 2025.
  • AFES strengthened its hiring and retention strategies to attract high‑quality Sales Colleagues, adding more than 40 new account managers to our growing team. This expansion enhances our ability to deliver comprehensive service and better support our Customers’ unique needs.

Key Factors for Growth

  • We continue to prioritize pipeline development and new group sales, driving record-breaking results in both 2024 and 2025. These new groups play a key role in ensuring we stay on track to achieve our 2030 goals.
  • We continue to serve as a trusted industry resource by leveraging our expertise in benefits and benefits administration. Our team provides valuable insights and remains a key partner for our Customers, supporting education leaders and decision makers with guidance they can rely on.
  • American Fidelity remains a consistent partner to the education community, providing support and stability through periods of significant change and challenge.
Focus for 2026
  • We will continue to strengthen leadership skills, capability and accountability.
  • We remain committed to living our brand and making a difference by:
  • Building trust and cultivating strong relationships with our Customers and the communities we serve.
  • Keeping our promises.
  • Educating employers and employees so they can make confident, informed benefits decisions.
  • Defending our market by:
  • Understanding our Customers’ pain points.
  • Delivering on our commitments to reinforce trust and reliability.  
  • Grow with a purpose by:
  • Delivering tailored services, innovative products and streamlined enrollment experiences.
Susan Weed, AFES Chief Sales Officer
AFES

Strategic Goals

Platform and payroll integration

  • We will prioritize full payroll integration to enhance efficiency and Customer ease.
  • Support reservice growth.
  • Enable achievement of production and pipeline targets.

Address rising medical costs and evolving policies

  • We aim to provide specialized education and guidance to help employers and employees navigate increasing medical costs and ever‑changing policies.

Talent Management

  • We focus on developing leaders who can coach, mentor and grow others.
  • We will recruit high quality candidates to focus on delivering exceptional Customer care.

AFES by the Numbers

16

Products and Services

4,500+

School Districts Served

150+

Education Association Relationships

65

Years Working in Education

AWD Sales

The Association and Worksite Division (AWD) provides Customers with unique market and benefits expertise. We focus on providing group and individual products and services that meet the needs of policyholders in municipalities, healthcare, manufacturing or automotive industries. AWD is focused on creating tailored solutions that make a difference for our Customers.

2025 Accomplishments

  • AWD enhanced our prospecting capabilities by implementing a new lead management system that delivers end-to-end visibility across the sales lifecycle, from the initial touchpoint through close, resulting in stronger pipeline insights and more informed sales strategies.
  • We achieved our lowest lapse rate on record in 2025, retaining 97% of Customers through a proactive lapse risk program that uses key performance indicators to identify engagement opportunities, strengthen relationships and preserve long-term business.
  • We delivered a record year for new sales, driven by a continued focus on exceptional Customer care while successfully expanding our Customer base and building a strong, sustainable foundation for future growth.
AWD

Key Factors for Growth

AWD’s continued growth is driven by a focus on expanding new group opportunities while maximizing value from existing relationships through reservice sales.

Strategic investment in manpower ensures we have the right coverage, expertise and support to deliver consistent high service levels, while a strong emphasis on Customer retention protects long-term revenue and strengthens trust across our Customer base.

Equally important are leadership development and culture ownership, which empower our teams to take accountability, lead with intention and align their actions with our commitment to service excellence and sustainable growth.

Focus for 2026

We will expand AWD’s presence in key niche markets through targeted marketing and high-quality service delivery, while sharpening a more precise, market-specific approach for attracting and onboarding new groups.
Rafael Garcia, AWD Chief Sales Officer

AWD by the Numbers

Trusted by public sector, automotive, municipalities, healthcare and manufacturing leaders

3,700+

AWD Customers

1960

In Business for 65 Years

100+

Association Relationships

94%

Customer Retention Rate

Annual Report 2025
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American Fidelity’s Annual Report showcases how our Customers and communities are supported through reliable service, meaningful partnerships, unique solutions and a commitment to making a difference every day.

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