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Reinventing distribution inside a legacy firm

Building a new distribution arm inside a nearly 175-year-old mutual company began not with a blueprint but with a bold idea and the freedom to innovate. When MassMutual Strategic Distributors (MMSD) was first launched, it represented a new, evolved approach to distribution − one that required building fresh relationships and proving value in a competitive market, even with the backing of a strong brand and established products. “It felt like we were essentially a startup,” recalls Joshua Lubas, head of life and disability distribution at MMSD. “We had to build from scratch, and we were asking people to take the journey with us.” From the outset, MMSD was designed to deliver both life insurance and disability income solutions − two pillars of protection that reflect the needs across various generations.

Living with the structure of the nearly two-centuries-old company, MMSD’s launch carried a built-in tension. For Lubas, the choice to join was deeply personal. He had already spent sixteen years building a successful career in affiliated distribution, supported by a strong network and an established reputation. Walking away meant surrendering stability and starting again in an environment where every relationship had to be earned from the ground up. The willingness to forge a new, evolved path might seem like the defining leap in Lubas’ career, but in reality, it was a full circle moment. At the center of Lubas’ work is a clear conviction: recognize the people who make success possible, advocate for clients and communities, and build strategies that create growth that lasts. MMSD’s early success came from a clear focus: offering what Lubas calls a boutique experience inside a large institution. Instead of trying to compete on scale alone, the team focused on building deep relationships across both life and disability income insurance, where long-term growth and tailored support could thrive. That selectivity became a competitive strength, giving MMSD credibility in a crowded market.

Listening closely to distribution partners has guided every step of MMSD’s growth. Their feedback has driven underwriting advancements, new client strategies, stronger sales support, and technological solutions. It has also informed the development of products designed to meet more diverse client needs. MMSD began by expanding access to MassMutual’s flagship products, including whole life insurance, and has since evolved into a multi-channel platform offering a broader portfolio shaped by client demand − including universal life and disability income solutions that reflect today’s diverse protection needs. “Our commitment to building our business around our partners’ growth has driven these accomplishments,” Lubas says, “and it will continue to drive our shared success in the future.” But product innovation is only part of the story. MMSD’s underwriting strength has become just as important in setting it apart in the large-case market, where complex client needs often exceed conventional capacity. That strength was on full display in a recent case involving an ultra-high-net-worth couple in their 40s who already had $700 million of life insurance in force. Their advisor, a BGA partner, believed they had exhausted all available reinsurance capacity and initially sought $30 million of additional coverage for each client. MMSD’s Large Case Underwriting team proposed a soft capacity check. This was a quick, non-disruptive process requiring minimal client information, and the results exceeded initial expectations. By leveraging MassMutual’s internal retention and strong reinsurance relationships, MMSD was able to offer a $64 million whole life solution for each individual − more than double the original request.1 “It’s a perfect example of how we push beyond perceived limits to help clients protect their legacies,” Lubas says.

Josh Lubas’ deep experience in disability income insurance (DI) gives him a unique perspective on how to make protection more accessible. Having spent years helping advisors navigate the complexities of DI, he brings a strong belief that disability coverage should be a core part of every financial conversation − not an afterthought. That conviction aligns with MMSD’s broader mission: to simplify protection and empower distributors with tools that support both life and disability strategies. Lubas acknowledges that disability insurance can be intimidating, even for distributors. His focus is on breaking down barriers and making the process easier for everyone involved. “Our job is to provide better tools and ease of doing business,” he says. “It should be simple to find solutions, illustrate them, position them in the marketplace, and get consumers through underwriting without frustration.” That mindset guides how MMSD approaches disability. Campaigns and advisor training are designed to make the topic less intimidating. Analytics help tailor messaging for different client profiles, whether business owners with significant overhead or families juggling childcare and mortgages. Products like guaranteed standard issue coverage lower barriers to entry and make disability protection easier to access. The goal is to ensure that distributors and clients alike see disability insurance as a cornerstone of financial security.

Threading it all together is a leadership style defined by authenticity and courage. Lubas believes that meaningful progress comes from advocating for what you believe − even when it requires pivoting from established norms. “A lot of times it’s a pivot from what the company has done in the recent past,” he says. “MMSD was very different for the organization. Without courageous leadership, we could never have been successful.” “It’s a combination of authenticity with our customers and courageous leadership to make aggressive changes, to get competitive in the marketplace, and to give distributors something they can get out and sell. Those two things, to me, are everything.” From nearly untested beginnings, MMSD has grown into a thriving distribution arm. That growth didn’t come from scale alone, but from consistency, adaptability, and a commitment to building relationships that last. The result is a platform resilient enough to grow, honest enough to earn trust, and flexible enough to endure change. The distributors who first believed in MMSD saw that possibility. Today, the results are visible in an organization that has turned a leap of faith into sustained momentum for the future. For Lubas, that is the real measure of leadership and the achievement on which he hangs his hat: it’s not about how much ground one gains alone, but about how many people are willing to make the journey alongside.

Spotlight

Three priorities drive the model. Education equips distributors with advanced strategies and sharper insight into changing markets − whether they’re positioning whole life for legacy planning or helping clients understand the role of disability income in protecting their earning power. Segmentation ensures that different types of partners, from retail firms to broker-general agencies to independent producers, receive tailored support. In looking for a flexible approach to a market that changes every day, Lubas says, “We’re not just looking for one or two sales. We want to build positive, forward-thinking relationships that we can carry forward for years.”

MassMutual is a leading mutual life insurance company that is run for the benefit of its members and participating policyowners. Founded in 1851, the company has been continually guided by one consistent purpose: we help people secure their future and protect the ones they love. With a focus on delivering long-term value, MassMutual offers a wide range of protection, accumulation, wealth management, and retirement products and services. For more information, visit www.massmutual.com.

Company Profile

$1 trillion+

MassMutual life insurance protection in force(as of year end 2024) 1

$33.2 billion

MassMutual’s total adjusted capital(as of year end 2024)2

$2.5 billion+

Approved MassMutual policyowner dividend payout (for 2025)3

$9.4 billion

Insurance and annuity benefits paid by MassMutual (in 2024)2

FAVORITE QUOTE

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel”

INTERESTING FACT

“For the past decade, I’ve been part of a competitive shark and tuna fishing team. I absolutely love being on the water. As a boater myself, I’ve had the opportunity to compete in numerous tournaments across the Northeast with my team.”

CAREER HIGHLIGHT

Accepting the position as head of life and disability distribution. Since stepping into the sales side of the business nearly 17 years ago, this has been a long-term goal of mine,and I’m incredibly proudto have achieved it.

“We were built as a startup with the backing of almost 175 years of strength and stability. We started by making products like whole life available to the broader industry, and we’ve kept building from there”

JOSH LUBAS,MASSMUTUAL STRATEGIC DISTRIBUTORS

“Our commitment to building our business around our partners’ growth has driven these accomplishments, and it will continue to drive our shared success in the future”

Karen Adams

Before becoming CEO of Fundserv, Karen Adams held a variety of leadership roles around the world – and she learned that listening and understanding are key to both providing service and developing talent

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Career highlight

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Strategy built on education, technology, and segmentation

Expanding the product portfolio

Published October 20, 2025

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Simplifying disability coverage

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JOSH LUBAS, MASSMUTUAL STRATEGIC DISTRIBUTORS

Growth that lasts

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IN Partnership with

MassMutual’s Joshua Lubas steps into a pivotal role, helping expand access to life and disability income insurance while strengthening relationships that drive long-term growth

Head of Life and Disability Distribution MassMutual Strategic Distributors

Joshua Lubas

In Partnership with

2011

2015

2016

2024

Present

Named Internal Wholesaler of the Year (MassMutual MVP)

2011

Receives Winners Circle Leadership Excellence Award (MassMutual)

2015

Receives Diversity and Inclusion Champion Award (MassMutual)

2016

Receives William Barrett Distinguished Service Award (International DI Society)

2024

Teaches financial literacy at the Hole in the Wall Gang Camp Supports Special Olympics; board member of Easter Seals

Present

Milestones

2011

2015

2016

2024

Present

Named Internal Wholesaler of the Year (MassMutual MVP)

2011

Receives Winners Circle Leadership Excellence Award (MassMutual)

2015

Receives Diversity and Inclusion Champion Award (MassMutual)

2016

Receives William Barrett Distinguished Service Award (International DI Society)

2024

Teaches financial literacy at the Hole in the Wall Gang Camp Supports Special Olympics; board member of Easter Seals

Present

Milestones