Sheryl Moore found herself alone at just about the worst time in life to be alone.
A single, stay-at-home mom of three kids with no child support and no job, she calculated her child care costs at $455 a week. And that’s even if she could find a job. Facing few options, Moore moved from St. Louis back to her mom’s home in Des Moines — and discovered a career waiting for her.
“For me, the answer was insurance,” she said, “because Des Moines is the second-largest insurance hub in the U.S. I knew if I worked in insurance and the company I worked for got bought out or acquired by somebody else or went under, that I wouldn’t have to worry about missing a paycheck and not being able to provide for my kids.”
That was more than 20 years ago. From that first entry-level job in customer service, Moore asked questions and learned, asked more questions and got to know the right people who had the best answers.
She learned fast in a business not known for producing fast learners. After a few years mastering product development, competitive intelligence and marketing, Moore took a leap of faith and started her own company in 2005.
Today, she is one of the industry’s top experts on product performance and pricing.
“I really trust her impressions and instincts,” said Denny Southern, president of annuities and retirement planning for AmeriLife Group. “She’s got a real moral compass to her opinions. Sheryl is very much about the end consumer in terms of what she talks about, and she really wants to see the industry evolve around that.”
The journey from there to now has been filled with stunning success and the worst tragedy. Known for her warm smile and engaging personality, Moore openly shares details of both the good times and the bad.