05.26.26
Build Your Relationships: Q&A With BISA Circle of Excellence Awardee Laurie Bricker
by: BISA Staff
Annually at the BISA Annual Conference, BISA presents its highest honor — the Circle of Excellence Award — to a leader who exemplifies extraordinary commitment, vision and influence within the financial services industry. Reserved for senior-level executives with at least 20 years of cumulative industry experience, this prestigious award celebrates those whose lasting contributions have shaped both their institutions and the broader BISA community.
In 2026, BISA proudly recognizes Laurie Bricker, senior national account manager, vice president, at Nationwide Financial, as one of three inductees into the Circle of Excellence. In the following Q&A, she shares perspectives from a dedicated career in financial services as she prepares to retire in June of this year.
Reflecting on your time in the financial services industry, are there any pivotal moments or experiences that significantly shaped your professional journey and leadership style?
One of the biggest influences on my professional journey has been the breadth of experience I’ve had over time. I began my career at Nationwide in 1989 and spent more than 10 years there before taking on new wholesaling roles or relationship management roles with firms including John Hancock, Prudential, Allstate and InspereX. Returning to Nationwide in 2021 to lead the Edward Jones relationship felt like a meaningful full-circle moment in my career.
Those experiences taught me that leadership is really about relationships, consistency and listening well. Across every role, I’ve seen that long-term success comes from understanding what matters most to partners, helping them grow and showing up as someone they can trust over time.
The Circle of Excellence Award celebrates long-term commitment to the profession and BISA. What does this recognition mean to you personally?
This recognition means a great deal to me because it reflects something I’ve valued throughout my career: long-term commitment to the profession, to strong partnerships and to continued growth. I’ve always believed that this industry is ultimately about helping people and firms navigate change with confidence, and it is incredibly meaningful to be recognized by an organization like BISA that has played such an important role in our profession.
On a personal level, I see this award as a reflection of the many people, I’ve had the privilege to learn from and work alongside over the years. I’m very grateful for my fellow co-workers, clients, mentors and industry peers who have shaped my journey.
What challenges have you faced in driving innovation, and how did you overcome them to achieve success?
What has helped me most is staying close to the firms we support, listening carefully to what they are facing, and focusing on practical solutions rather than change for the sake of change. I’ve found that when you combine industry awareness with strong relationships and a willingness to collaborate, innovation becomes much more actionable and successful.
Can you share any advice for newer industry professionals who want to leave a lasting impact?
My advice would be to focus first on relationships and reputation. Learn your business, stay curious and do the small things well and consistently. People remember the professionals who follow through, communicate clearly and make it easier to do business.
I would also encourage newer professionals to stay involved in the industry and keep learning. The financial services landscape is always evolving, and the people who make a lasting impact are the ones who remain adaptable, informed and committed to serving others well.
Looking ahead, what emerging trends or developments in the financial services industry are you most excited about?
I’m especially excited about the ways our industry is becoming more responsive, more personalized and more collaborative. There is tremendous opportunity in helping firms use new tools and insights to better serve clients while still preserving the human relationships that are at the heart of this business.
Is there anything else you’d like to share?
I would simply add that I feel very fortunate to have spent my career in an industry built on relationships, trust and service. I’m grateful to BISA for this honor, and I’m equally grateful for the many colleagues, partners and friends who have made the journey so rewarding.
At this stage of my career, what means the most is not just what has been accomplished, but the relationships that have been built along the way. That is what makes this recognition especially meaningful to me.
Laurie Bricker will retire from Nationwide on June 1, 2026, and is looking forward to what lies ahead.
Outside of work, she enjoys spending time with family and friends. Ms. Bricker and her husband, Dan Freeman, love traveling both internationally and within the U.S. to visit their children and soon, their grandchildren. In her spare time, she enjoys golfing, gardening, working out and walking her dog, Poppy. Ms. Bricker and Mr. Freeman live in Wooster, Ohio, and Longboat Key, Sarasota, Florida.