°µÍøTV

Austin, TX (March 20, 2026) – iA °µÍøTV (iA American) is pleased to announce the appointment of Bruce Osborne as Senior Vice President of Agent Channel. In this role, Osborne will lead the company’s national agent distribution strategy, with a focus on strengthening partner relationships, enhancing channel performance, and accelerating profitable growth. 

“Bruce is a tremendous leader with a strong retail track record and broad experience across the F&I landscape,” said Dennis Alexander, Executive Vice President of Sales & Distribution at iA American. “His background working with F&I providers, combined with his consultative approach, makes him an excellent fit to support our agent partners and build on the strong work this team has delivered for years.” 

Osborne is a seasoned sales executive with decades of leadership experience across the automotive, finance, and dealer services industries. Throughout his career, he has driven sustained revenue growth by aligning sales strategy with market opportunity, building high-performing national teams, and developing scalable distribution models. 

Prior to joining iA American, Osborne held senior leadership roles, including Director of Sales at Allstate Dealer Services, Chief Revenue Officer at Revolos, and National Sales Director at SafeGuard Products. He is widely recognized for cultivating long-standing industry relationships and serving as a trusted advisor to distribution partners. 

In his role at iA American, Osborne will lead the Agent Channel with a commitment to partnership-driven growth, organizational alignment, and disciplined execution designed to position agents for long-term success. 

About iA °µÍøTV

With a history dating back to 1984, iA °µÍøTV is both a full-service administrator and an “A” rated insurer for the F&I industry. Thanks to our complete vertical integration, every aspect of our business is controlled in-house, including insurance, products, wealth-building opportunities, retail technology, training, income development, and performance marketing. We are headquartered in Austin, TX and have regional support offices throughout the USA. Our parent company is iA Financial Group, one of the largest insurance and wealth-management groups in Canada. The iA Financial Group and iA °µÍøTV business names and logos are registered trademarks of Industrial Alliance Insurance and Financial Services Inc. 

Every day and with every interaction, iA American is “Invested in You.” 

*This originally appeared in on March 20, 2026.