The Monte Holm Factor: Why the AOG/Experior Alliance is Poised to Reshape the Financial Industry
AOG/Experior Alliance is Poised to Reshape the Financial Industry
Who is Monte Holm?
Monte Holm is a prominent and veteran financial industry leader with decades of experience building and scaling large distribution organizations across North America. He has spent the last four decades in the financial services industry, including insurance, securities, and as a registered investment advisor.
Holm is known as the Co-CEO of Associate Owners Group (AOG). Prior to AOG, he was the co-founder and former CEO of Transamerica Financial Advisors, which he and his wife, Lisa, built into a world-wide financial services company. He notes that he worked with one company for 12 years before co-founding a new company where he spent 30 to 31 years. He began negotiating his exit strategy from his former companies approximately two years before announcing AOG on July 4, 2025.
Holm is also an author, known for "Expect to Win," which focuses on principles to help people bring balance to their lives. Additionally, he has served as a director for several charitable organizations, including the U.S. Army Command and General Staff College Foundation and the WFG Foundation.
Monte Holm’s Association with Experior through AOG
Monte Holm is directly connected to Experior Financial Group Inc. through the strategic alliance formed with his organization, Associate Owners Group (AOG). The alliance was announced on September 26, 2025, and was executed via a share swap agreement.
As part of this arrangement, Experior Co-Founder and former CEO, Jamie Prickett, was named Co-CEO of AOG alongside Monte Holm. Holm praised Experior’s leadership and rapid growth as "truly remarkable".
The central mechanism of this association is alignment: all Experior shareholders now hold ownership in AOG, creating unprecedented opportunities for agents, associates, and investors. The alliance officially brought AOG into Canada via Experior’s headquarters in Guelph, Ontario, and Cheektowaga, New York, establishing a new North American financial powerhouse.
Holm views the combined strength of the organizations as being "poised to disrupt the industry, expand rapidly across North America, and deliver extraordinary value".
Monte Holm has a historical connection to entities related to WFG (World Financial Group). Specifically, he served as a director for the WFG Foundation. Furthermore, he was the co-founder and former CEO of Transamerica Financial Advisors, an organization often associated with the Transamerica/WFG ecosystem.
While Monte Holm’s past experience and leadership in large distribution organizations (like Transamerica Financial Advisors) provide him with deep insight into the industry structure that WFG operates
The Impact on Experior and the Insurance Industry in General
The strategic alliance between AOG and Experior is aimed at causing significant change within Experior and, more broadly, within the financial services and insurance industries.
Impact on Experior and Agents:
The alliance immediately strengthens Experior by providing resources and scaling capabilities, while transforming its agents into owners of the larger AOG entity.
Ownership and Wealth Creation: A key goal is to empower agents with ownership opportunities in AOG, creating the opportunity for generational wealth for shareholders. Holm strongly believes that while commissions create lifestyle, ownership creates wealth.
Unprecedented Agent Support: Agents gain access to a comprehensive suite of resources under the AOG umbrella, including E&O insurance, Reinsurance, P&C insurance, a CRM (Client Relationship Management), technology solutions (including AI and digital solutions), and a host of other acquired companies.
Leadership and Scale: The alliance combines Experior’s innovative, agent-focused culture with Monte Holm’s "proven ability to expand and strengthen financial companies at scale".
Preserved Autonomy: Affiliates joining AOG maintain their individual brand and cultural autonomy while benefiting from centralized support for administration, commissioning, licensing, legal, and accounting.
Impact on the Insurance Industry and Financial Services:
Monte Holm argues that the financial services industry is currently "in turmoil" and needs a "revolution". He notes that the industry frequently sees salespeople and leaders who build distribution seldom share in meaningful or real ownership of the wealth they create for large insurance conglomerates and money managers.
AOG’s mission is to unify distribution entities, groups, and leaders across the industry. The core concept is shifting from "stodgy corporate equity-driven norms" to a distribution-owned equity model.
The alliance establishes a target for an Initial Public Offering (IPO) in three years. This IPO readiness goal signals AOG’s intent to unlock equity and substantially grow its distribution network.
AOG and its affiliates plan to leverage collective strength through:
Widespread Equity Ownership for the associates who connect clients and providers.
Pooled Volume Negotiation Leverage, allowing affiliates to negotiate terms they couldn't achieve alone.
Technology Infusion, including high-tech digital solutions and AI.
Leadership Mentoring and Endorsements from experienced professionals.
International Reach and Scope, allowing affiliates to operate without geographic boundaries (subject to licensing).
In essence, AOG is a structure built to attract and ally with existing financial services marketing companies, insurance agencies, broker dealers, and registered investment advisory firms, offering them an ownership stake in a collective enterprise to take on the wider industry.
Sources
Love,Obedience, & Hard Work | An interview with Monte Holm
https://usa.experiorfinancial.com/press-release/associate-owners-group-alliance/
