How I Leverage Wholesalers to Strengthen My Practice 

When I first started in this business, I thought wholesalers were just the folks who dropped off glossy brochures and rate sheets. I’d see the same faces every few months—different carrier logos, same talking points. It felt transactional. Then one day, I had a complex client case that stumped me, and I called a wholesaler I barely knew. He didn’t just give me a product pitch; he walked me through an income strategy, explained why one structure worked better under current rates, and even shared how other advisors were framing the conversation. That call changed how I view wholesalers entirely. 

Now, I see them as an extension of my practice—not my sales funnel. 

Turning Wholesalers into Research Partners 

Most advisors underestimate the market intelligence wholesalers have. They’re on hundreds of calls a month, hearing what’s resonating with advisors across regions and what clients are asking for right now. 

When a new product hits the market or rate changes ripple through the fixed income side, my wholesalers are the first to know. I don’t just ask, “What’s new?”—I ask, “What are other advisors doing about it?” 

It’s a subtle shift, but it changes the dynamic. They go from salesperson to strategist. I often get insights about trends—like which riders clients actually use or how recent rate changes are affecting lifetime income illustrations—that I can immediately bring into my client reviews. 

Using Wholesalers for Case Design and Framing 

Wholesalers have access to powerful internal resources that most advisors don’t tap. Illustration tools, advanced markets specialists, compliance-reviewed presentation decks—these are all sitting there, waiting for someone to ask. 

For example, I once had a retired couple debating whether to ladder annuities or use a single contract with a rider. My wholesaler helped me model both approaches and even suggested a way to explain the tradeoffs visually, using the carrier’s client-approved charts. It wasn’t about “selling” the product; it was about helping me present the options clearly. That meeting ended with the couple making a confident decision—and thanking me for helping them understand, not for selling them something. 

Keeping Relationships Balanced and Professional 

Of course, boundaries matter. I don’t rely on wholesalers for client meetings, and I don’t let them steer my advice. But I do include them in my planning ecosystem. They know my philosophy: I’ll listen to any solution that fits the plan, not the other way around. 

In return, they respect my process. When I find a good wholesaler, I keep the relationship active. A quick quarterly call, a shared lunch, or even an occasional “what are you hearing out there?” message helps keep the partnership fresh. 

Closing Thoughts 

I’ve learned that wholesaler relationships are like any other professional alliance—you get out what you put in. Treat them as peers, not peddlers, and they’ll open doors to ideas, data, and support you didn’t know you had. 

In a business that often feels like a solo climb, it’s smart to recognize who’s already climbing alongside you. 

Takeaways 

• Shift the mindset: View wholesalers as strategic allies, not salespeople. 

• Tap their insights: They hear real-time feedback from hundreds of advisors and clients every week. 

• Leverage their tools: Use their internal resources—illustrations, market updates, case design—to strengthen your planning process. 

• Keep it reciprocal: Regular communication and professional respect keep the partnership productive.