Interview by Phil Calhoun with Gilbert Mares, MPA, LUTCF, LILLI, CEO of Gilbert Z. Mares & Associates

Gilbert Z. Mares, MPA, LUTCF, LILLI, CEO of Gilbert Z. Mares and Associates, has spent fifty years shaping the insurance profession in California, with roots in both public service and private wealth management. He credits his start to a university career counselor’s advice: the future was in wealth management and financial planning, leading him to his first role at Aetna in 1975. Early on, Mares learned success meant “surrounding yourself with experts in respective fields.” His career trajectory is marked by intentionality, national experience—including a stint as an aide to a presidential cabinet-level official and a focus on professional affiliations, most notably NAIFA, where he served as Los Angeles President from 2003-2005.

Mares’ influence extends beyond his agency. He championed diversity in leadership by nominating NAIFA Los Angeles’ first African American president, forging industry ties with many diverse city officials, and helping to launch Life Insurance Awareness Month in many communities. These relationships are the foundation of his success: “America was built on relationships…AI will help us improve fact-finding…but it’s never going to develop relationships,” he emphasized.

THE CALIFORNIA MARKET: CHANGES, OPPORTUNITIES, AND COMPLIANCE

Mares’ practice, along with his son, Michael A. Mares CLU, have evolved their business from working through the California regulatory landscape and measuring the impact on financial planning for clients. The client base now comprises generational wealth holders and complex business cases. "We’re working on a 100-man law firm's buy-sell agreement," he shared, underscoring his expertise with high-net-worth individuals and legal professionals. Michael has completed 19 years in the business, served as President of NAIFA Los Angeles, and recently completed a year as President of NAIFA California.

California brokers can find several regulatory updates listed in the monthly NAIFA magazine, several legislative and news items have come through connections Gilbert developed over time and Michael has continued, so the relationships continue to provide many opportunities for brokers the industry.

“To be successful in this business you need to develop relationships with people on all levels…being involved in this industry is not just a compensation position, but a personal development profession”.

KEYS TO SUSTAINED SUCCESS: COLLABORATION AND

Mares is passionate about collaboration and mentorship: “We can’t know everything about everything,” he noted. NAIFA’s mentorship programs, which Mares has actively taught and championed, offer seasoned brokers the chance to share expertise with newcomers. He has taught LUTCF courses and advises new agents to “complete the Life Leadership Institute program certification. Personal and professional development is a big part of understanding leadership and the many roles one has as a leader.”

To Mares, success in insurance means lifelong learning, deep community engagement—such as his leadership in the Los Angeles Host Lions Club and the Pasadena Police Foundation—and fostering generational impact within the profession: “The opportunity for my son was fabulous because he got exposure at a very young age…today he’s servicing a number of my clients—truly generational wealth planning at work”. He encourages brokers to emulate that model through ongoing education, cross disciplinary partnerships, and leadership roles in both professional and civic organizations.

SALES AND SERVICE BEST PRACTICES FOR CALIFORNIA BROKERS

For California’s experienced brokers, Mares’ long history offers actionable guidance:

• ACT EARLY: Considering regulatory shifts, help clients secure their retirement ahead of deadlines to optimize tax benefits and in some cases coverage availability.

• FOCUS ON PROBLEM-SOLVING: Successful agents solve client challenges through consultative engagement, not just product pitching.

• BUILD EMPATHETIC RELATIONSHIPS: “Being a family man helps. I have seen and now understand several aspects in our business, being a businessperson, I understand how things can sometimes go sideways. You must have enough working knowledge to pull out of that negative curve, especially in this industry”.

• MENTOR AND COLLABORATE: Seek opportunities to mentor others within NAIFA and partner with attorneys, financial advisors, and other specialists to provide comprehensive client solutions.

TO BE SUCCESSFUL IN THIS BUSINESS YOU NEED TO DEVELOP RELATIONSHIPS WITH PEOPLE ON ALL LEVELS

LOOKING AHEAD

Mares closes with advice rooted in experience: “Everything I shared…it’s not new, but it’s good to be aware and always keep hearing it…not everybody makes other people aware of how to be successful.” As California insurance reforms unfold, brokers must stay informed, prioritize education, and maintain unwavering client relationships to remain at the forefront of the industry.

Gilbert Mares is CEO of Gilbert Z. Mares and Associates, is a longtime NAIFA member and past president of NAIFA-Los Angeles (2003–2005). With a background in political science and a passion for advocacy, he has dedicated his career to advancing the life insurance and financial planning industries through leadership, education, and policy engagement. A proud NAIFA advocate since 1976, Mares continues to teach LUTCF certification courses and mentor advisors across California. His commitment to excellence and service has also inspired his son, Michael A. Mares, who now serves on the NAIFA-California Board. Gilbert was also awarded the coveted Will G. Farrell Public Service Award.