About Us

Lance Marketing was started by Bill Lance, Sr in 1985. Our company was one of the original field marketing organizations for LifeUSA. Bill’s brother, Steve Lance and Steve’s wife Catherine joined the company in 1994 and celebrated “The Billion Dollar Bash” that year when LifeUSA achieved $1 Billion in annuity premium.

Bill passed away in 1995 from complications of diabetes. In January 1997 LifeUSA created the Spirit of LifeUSA Award in Bill’s memory with a granite memorial and dedication in the home office which reads:

“William Lance represented the best of LifeUSA. He saw opportunity when others saw risk. He fought for innovation when others fought change. He took joy from sharing when others simply took. He believed in the right way when others believed in any way. He was the spirit of LifeUSA and marked a trail for all to follow:”

Lance Marketing has recruited and trained over 10,000 independent agents since 1985.