Our History
An American Success Story of Creativity, Innovation, and Perseverance
Marty Greenberg, a successful stockbroker in Manhattan, and his wife, Lisa Greenberg moved to Beverly Hills based a recommendation, from a close friend and business associate, to begin his career in the brokerage industry.
Marty joined Executive Life, the largest insurer in California at the time. He emerged with the only contract that allowed them to brokerage other carriers along with offering the same products as the other captive agencies. Total Financial is born with Marty as the principal and Lisa running operations and back office.
Marty and Lisa’s son, Eddy Greenberg, creates the first computerized insurance illustration system, a blueprint for what would eventually become standard in the industry.
Total Financial became a reinsurer along with Executive Life’s captive agencies. Over the next 10 years, Total Financial was Executive Life’s number one independent life brokerage agency.
Diana Greenberg joins the family business. Under Lisa’s tutelage, Diana began honing her skills in underwriting. She learned the art of underwriting, large case coordination, case management, and the importance of strong relationships with her carrier partners. Her ability to present a case with advanced medical knowledge and case facts allowed her to place the largest most difficult cases and her leadership acumen became readily apparent over the next several years.
After the sale of Executive Life, Total expanded its independent brokerage foot print by adding multiple carrier relationships, many of whom we lead in production for years to come.
Total Financial joins with NFP, a leading national insurer. Total Financials’ proven reputation in medical expertise, underwriting, and large case reinsurance coordination they became known as the premier agency for the entertainment industry. Over the following 10 years, they would do for NFP what they had mastered with Executive Life and again would rise to the top and be a leader in production.
Diana Greenberg becomes the President and CEO of Total Financial. Marty was appointed chairman of the board and Lisa was appointed to the board of directors. Diana’s instincts led her to transform the business to better compete in the changing industry landscape.
She brought in Scott Whitehead, an industry expert with 20 years of experience to help her transform Total Financial into what it is today. Marty and Lisa were integral to this process and their valuable guidance helped maintain and expand upon the legacy they had built.
After an extensive search Total Financial joined Bramco, further solidifying Diana’s vision to transform Total into the next generation of premier brokerage firms. At the time, Bramco was a 25-agency conglomerate with considerable clout and industry access.
Marty receives the prestigious Will Farrell award, given by NAIFA, for his contributions to the life insurance industry over his lifetime.
Bramco merged with LifeMark to form LIBRA Insurance Partners. With 62 partner agencies representing over 20% market share in the independence brokerage space, it is one of the largest marketing organizations in the United States.
Over the years, Total Financial has placed over $75 billion of insurance face amount and continues its unparalleled record of success for both itself and its many partners and clients. Diana Greenberg is nationally known for her medical expertise and ability to advocate for her agents using the 30 years of experience she has acquired. She has received accolades from numerous carriers, growing Total Financial to new heights. Scott Whitehead and Diana use their positions on numerous advisory boards to advocate for their clients and improve industry outcomes for everyone.