Retirement Strategies for California Brokers

Interview By Phil Calhoun with Peter Buechler, CFP, CLU, ChFC, FLMI, AAPA

EARLY ORIGINS AND CAREER GROWTH

Peter Buechler’s journey began at 17 when, as a telemarketer in Santa Ana, he took the initiative to work in the industry setting phone appointments, then got licensed in California just a year later. His story reflects a classic “old school” work ethic, with nights spent selling term and universal life insurance to fund his college education. “I started as a telemarketer, became the manager of the department, and trained agents on the phone aspect of sales,” recalls Buechler, “this success ultimately put me through college.”

After eight years on the retail side, Buechler transitioned to wholesale distribution, building an annuity department from the ground up for a major brokerage. “The wholesale side is where I found my niche—helping brokers simplify complex products and tailor solutions for unique client needs,” he reflects, emphasizing the value of broad career experience including a stint as a regional VP for a large insurance carrier.

PARTNERSHIP MODEL AND WORKING WITH BROKERS

Buechler describes his agency’s model as one supporting both RIAs and traditional life or health agents. The focus is on the value annuities play as a guaranteed retirement income tool which also mitigates market volatility for clients. “For an effective, long, happy retirement, guaranteed lifetime income annuities play a huge role,” he notes. “The focus is not just placing annuities, but fitting the best product to each client's specific need.”

For traditional agents unfamiliar with annuities, Buechler acts as an advisor and resource. “I go through the client’s fact finder and balance sheet, helping the advisor provide informed, confident recommendations. The goal is to place a portion of the client’s assets in annuities to achieve a balanced portfolio.”

MARKET TRENDS AND REGULATORY SHIFTS

The past year has seen unprecedented growth in the annuity market, driven by strong fixed rates and shifting government policy. Buechler emphasizes, “Fixed annuity rates have been incredible—this is as high as I’ve seen in 20 years.” He points to new tools and disclosures required by the Secure Act, with retirement plan statements now showing projected lifetime income. This transparency has increased conversations about guaranteed income benefits and their impact on retirement outcomes.

California regulations require heightened diligence from brokers in 2025. Senate Bill 263 and industry updates mandate eight-hour and four-hour annuity suitability and best interest training for all agents, including seasoned veterans.

These standards—mirroring updated National Association of Insurance Commissioners (NAIC) Model #275—are designed to safeguard consumers and ensure producers act in clients' best interests. Agents selling annuities must complete the new training by July 1, 2025, and renew with four-hour courses every cycle thereafter. California’s adoption of these rules solidifies consumer protections and impacts every member of the state’s brokerage community.

Independent contractor status remains pivotal in California, preserved for insurance agents despite the landmark AB5 legislation. Strong industry advocacy through organizations like NAIFA has been crucial in retaining independent distribution, allowing agency owners and consultants to remain flexible and focused on client needs rather than employee conversion. Legislation such as AB5, which threatened to reclassify agents as employees, was successfully amended thanks to grassroots lobbying, ensuring that “independent contractors can continue serving clients under established business models.”

”AI IS A GREAT TOOL, BUT IT’S NEVER GOING TO REPLACE THE HUMAN INTERACTION & EMPATHY INSURANCE PROFESSIONALS BRING AS ADVISORS

TECHNOLOGY, AI, AND THE HUMAN ELEMENT

Although Buechler is optimistic about technological change, he insists that “AI is a great tool, but it’s never going to replace the human interaction and empathy insurance professionals bring as advisors.” The next leap is in the marketing and analysis tools—brokers can use AI to write copy, build presentations, conduct contract comparisons, and enhance prospect communication. “AI is the internet supercharged,” says Buechler, “but it cannot replicate the nuances of client guidance and the value of personal relationships.”

He cautions about compliance in tech adoption, urging brokers to keep client data confidential and avoid broad public AI models for sensitive information. There are compliant solutions for brokers wishing to leverage these tools without risk.

SALES PROCESS, MENTORSHIP, AND LEGISLATIVE IMPACT

Buechler credits his own success—and the success of many peers—to mentorship and process discipline. “It’s a numbers game—implementing a process and executing consistently,” he shares, recalling formative lessons from respected agency leaders. The sales process, from fact-finding to solution presentation, remains fundamental.

He sees industry networking as a rising tide, especially through organizations like NAIFA. “There’s a sharing mentality—it’s not about competition, but about lifting all boats,” he says, praising recent industry conferences and the quality of advocacy. Legislative relationships cultivated by NAIFA members led to real changes, notably in keeping independent contractor status viable through AB5 amendments. “NAIFA gives brokers a seat at the table. Without that, your promises to clients about the insurance solutions you recommend would be at risk.”

ACTIONABLE TAKEAWAYS FOR CALIFORNIA BROKERS

• Complete required annuity training by the new 2025 deadlines to continue soliciting products.

• Maintain independent contractor compliance and stay informed on AB5 and related exemptions protecting broker flexibility.

• Leverage technology and AI for marketing and analysis but prioritize compliance and maintain irreplaceable human relationships with clients.

• Engage with professional associations like NAIFA for mentorship, collaboration and networking, and legislative advocacy vital to the industry’s future.

Peter Buechler is President of Cohesive Insurance Services, a brokerage general agency serving financial professionals across the country. Based in Orange County, California, Peter brings decades of experience in financial and insurance planning and is known for his leadership in the annuity and insurance markets. A past president of both NAIFA–Orange County and NAIFA California, he’s a frequent industry speaker and advocate for professional growth. At Cohesive, Peter focuses on helping advisors succeed through integrated planning, education, and innovative case design.

PeterB@CohesiveInsurance.com 714-406-3022