IA American Warranty Group, or iA American, appointed two senior executives to head its agent and dealer channels.

Bruce Osborne is the company's new senior vice president of agent channel. In the role, he will lead its 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 and 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 has decades of leadership experience across the automotive, finance and dealer services industries. IA American said that 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.

Before 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.

IA American said he is widely recognized for cultivating long-standing industry relationships and serving advising 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.

Dealer Channel Appointment

The company meanwhile appointed Brent Schouten as senior vice president, head of dealer channel, where he will oversee the strategic direction and performance of the company’s nationwide dealer network and direct-to-dealer sales organization.

“Brent is a proven leader with a deep understanding of the retail environment and what it takes to drive sustainable dealer performance,” said company President John Laudenslager.

“His ability to lead teams, build scalable organizations, and deliver results, combined with decades of industry experience, makes him the right leader to advance our dealer channel strategy. We are confident Brent will play a critical role in strengthening our dealer relationships and supporting long-term growth across the organization.”

Schouten brings more than 32 years of automotive leadership experience grounded in a retail background that shaped his dealer-first perspective and leadership approach, the company said.

Building on that foundation, he spent 26 years with American Financial & Automotive Services and Assurant, where iA American said he drove growth, improved dealer performance, and built high-impact sales organizations.

Throughout his career, Schouten has been recognized for his ability to lead, develop talent, and scale organizations through strategic execution and operational discipline.

Known for his implementation of scalable go-to-market strategies and transformation of dealer operations, Schouten combines strategic clarity with operational discipline and a deep commitment to dealer success, iA American said.

In his new role, he will focus on advancing dealer performance, strengthening relationships, and supporting long-term enterprise growth.

ANOTHER RECENT APPOINTMENT: iA American Warranty Group Adds to Leadership Team