Jeff Morri is the founder and owner of Morri and Associates, based in the Bay Area of Northern California. As an agent (and former dealer), Jeff has a long history of working with Portfolio. “I’ve been a Portfolio agent for about 13 and a half years. Before that, I sold Portfolio at my dealership for about that same amount of time.”

Jeff — one of Portfolio’s leading agents — is no stranger to the industry. He had seen numerous cession reports over the years and was well-versed in deciphering the data they revealed. Yet, at the beginning of his career as an agent, with no “blueprints” to follow, he says he struggled to fully grasp the concept of reinsurance from the agent’s perspective.

“I had to start with basically a clean slate, finding out what doesn’t work and enhancing what does work in order to help the dealers not only sign up, but make more money,” he says, noting that seeing reinsurance from both sides gives him greater insight and the ability to explain to his dealers how they can sell more products and grow their personal wealth. “I’m able to think how a dealer thinks and explain things to them in a manner that is comfortable for them to understand and put into play.”

As the industry continually evolves, dealer needs continue to change as well. At the moment, Jeff notes, dealers are focused on higher penetration rates for service contracts and asking for more non-cancellable products. “Non-cancellables are a big push for us,” Jeff says, adding that GAP, appearance protection, prepaid maintenance and theft protection continue to sell well and he is getting more and more traction on key and tire products.

Outside of the office, the self-proclaimed workaholic admits he needs to find greater balance in his life so that he can spend more time doing the things he enjoys most — hanging out with friends, enjoying the sun and sand, fishing, golfing and barbecuing. “I make killer ribeye steaks and a mean set of ribs,” he chuckles as he describes the various spices, rubs and techniques he uses to produce such delicacies.

Laughs are plentiful when you have a conversation with Jeff Morri. But his easygoing, humorous demeanor belies a relentless desire to continually help dealers realize goals beyond their wildest imaginations.

“I enjoy what I do every day,” he says. “I’m able to take a number of dealers that have done ‘OK’ and help them to make a lot of money. They look at their quarterly cessions reports and a light comes on when they realize what you’ve done for them.”

Jeff says that is the moment that makes all his work worthwhile. It’s what makes the long hours and dedication worth it. “You’re there helping to make their dreams come true. It’s a really good feeling.”