Our Bio’s


Bill Tyson, Founder and CEO, Strategic Marketing Plus, LLC

Bill has a 38-year track record of building and managing multi-channel, multi-line insurance businesses using a variety of distribution models, technology platforms and data driven marketing, both domestically and internationally. He is a seasoned global insurance executive having excelled at several Fortune 500 companies (including AIG, CIGNA, CIGNA International, Jardine Matheson and more recently, Swiss Re). At Swiss Re, Bill was responsible for launching the New Solutions Group, executing on the “service enhanced reinsurance” strategy that was/is driving innovation across the industry.  As part of this role, he and his team developed AI/ML, cognitive computing, IoT and smart data and analytics capabilities, both internally and externally through partnerships, which were delivered to insurance company clients on a cost effective, one-to-many basis.  One notable InsurTech distribution partner Bill onboarded at Swiss Re, AssuranceIQ, working from early stage formation to 3 ½ years in business, had a successful exit of $3.5 billion when acquired by Prudential.

His strengths are in developing and executing strategic initiatives, marketing, distribution and sales strategies.  He is a versatile leader having served as CEO, EVP, CMO, COO and more than 38 years in Underwriting, Sales, Business Development and Marketing Executive leadership roles. IIP Group is a nationally licensed Life and Health agency that is a catalyst for insurance innovation.  We are heavily involved in advancing insurance solutions that serve the life and personal lines needs of mortgage and banking customers.  

Throughout his career he has conducted insurance workshops on Strategic Marketing Planning, Distribution and Multichannel marketing. He has presented at the conferences of various trade associations: American Bankers Insurance Association (ABIA), the Professional Insurance Marketing Association (PIMA), the American Institute of Professional Association Insurance Administrators (AIPAGIA) and the International Mass Marketing Association (IMMA). He is the author of the book The InsurTech Marketer’s Manifesto, September 2017 – available only to consultancy clients and their staffs. He is currently consulting for GEBA, is a senior advisor for Secours.io, Sony Wearable’s mSafety platform and is the Insurance SME for SAS.com, the global business intelligence ML/AI software company. 

Steven Tyson, Marketing & Business Development Director

As Marketing and Business Development Director, Steven provides project management support, business development and marketing services. Steven was recently leading the research efforts for a Strategic Marketing Plus client that operates a Benefit Association for governmental employees, in the highly competitive Federal Employee supplemental employee benefits market. The project was successfully completed with a recommendation to the Board of Directors that has been implemented.

Prior to Strategic Marketing Plus, Steven completed a 1-year internship at IIP Group, LLC (now IIP Group Holdings, Inc.).  In his role, he assisted the CMO in a variety of new “connected insurance” initiatives in conjunction with ecosystem partners.  Main duties included: scheduling meetings, executing tasks, completing specific action items and following through on assigned tasks and next steps. Other duties included:

  • Project management using Basecamp as the primary tool for managing the project;
  • Find, monitor and distribute Artificial Intelligence of Things (AIoT) whitepapers, press releases and articles;
  • Engage with potential ecosystem partners who have wearable solutions that support worker safety and promote health and wellness; and
  • Participated in discussions with potential ecosystem partners and attended AIoT webinars.

Steven has a degree in Business Administration from San Diego State University with a concentration in Marketing. He is an avid surfer, photographer, drone operator and skim boarder and is based in San Diego.