Robert Bache Joins AmeriLife as VP, Health

The founder and former Chief of Sales of direct-to-consumer Medicare agency Senior Healthcare Direct will support AmeriLife’s growing health distribution.

(Image credit: Shutterstock.)

AmeriLife Group, LLC (Clearwater, Fla.), a national insurance distributor developing, marketing, and distributing life and health insurance, annuities and retirement planning solutions, has announced the appointment of Robert Bache to Vice President, Health.

Scotty Elliott, Chief Distribution Officer, Health, AmeriLife.

“As AmeriLife’s Health Distribution continues to grow by leaps and bounds, it’s important that we surround our partners with the expertise and leadership to help accelerate their business,” comments Scotty Elliott, Chief Distribution Officer for Health, AmeriLife. “Having Bobby join our leadership ranks is nothing short of a coup for AmeriLife, and I’m thrilled to welcome him to our team.”

A Medicare expert known throughout the industry as “Medicare Bob,” Bache has enjoyed a nearly 20-year career as an entrepreneur, author, sales strategist, industry influencer and business leader, according to an AmeriLife statement. Bache spent more than three years at TRANZACT as a top Medicare Supplement insurance producer before founding Senior Healthcare Direct in 2012. Under his leadership, Senior Healthcare Direct has grown into a leading independent insurance broker helping thousands of beneficiaries across the country navigate, compare and enroll in the right Medicare plan options for them, the AmeriLife statement says.

Bache Will Oversee a Portfolio of Distribution Firms

Robert Bache, VP, Health, AmeriLife.

AmeriLife reports that, in his new role, Bache will oversee a portfolio of firms within AmeriLife’s Health Distribution, helping to fortify their operations and optimize their synergies with AmeriLife. Bache will also support carrier relations, training and business development efforts for AmeriLife. As a result of Bache’s transition, David Minaya, Senior Healthcare Direct’s vice president of sales, will assume day-to-day management of the agency, reporting to AmeriLife’s President of Direct-to-Consumer, Jim Palmer.

“When I joined the AmeriLife family with Senior Healthcare Direct in 2020, it was due in large part to the incredible resources and partners I would gain to help grow my business,” comments Bache. “Now, I get to help other entrepreneurs and business owners—just like myself—grow theirs, and I couldn’t be more excited for the opportunity. I’m especially proud for David, and I know he, Christina Ragone [SVP of Operations], and the incredible sales, marketing and support teams will continue to flourish under Jim’s leadership.”

AmeriLife Names Matt Coleman VP of Annuity and Life Product Innovation

Anthony R. O’Donnell // Anthony O'Donnell is Executive Editor of Insurance Innovation Reporter. For nearly two decades, he has been an observer and commentator on the use of information technology in the insurance industry, following industry trends and writing about the use of IT across all sectors of the insurance industry. He can be reached at or (503) 936-2803.

Leave a Comment