West Des Moines, Iowa — Homesteaders Life Company today announced a series of leadership promotions designed to position the company’s sales organization for continued growth and provide continuity for funeral home customers and key partners. As part of the transition, Will Bischoff has been promoted to Chief Sales Officer, and Cole Waybright has become Chief Distribution Officer.

This transition reflects Homesteaders’ long-standing approach to succession planning – identifying and developing strong leaders, preparing thoughtfully for future organizational needs and ensuring a smooth transition for customers and partners.

“Succession planning is about much more than filling positions. It’s about making sure we have the right leaders ready to carry our organization forward while preserving the relationships, knowledge and commitment to service our customers count on,” said Steve Shaffer, Homesteaders President, CEO and Board Chair. “Will and Cole are exceptional leaders who understand our customers, our business and the funeral profession. I’m proud of what they and their teams have accomplished and confident they will continue to strengthen the way we serve funeral professionals for years to come”

Bischoff joined Homesteaders in 2015 and most recently served as Senior Vice President-Strategic Markets, working closely with distribution partners and funeral home owners to develop strategies for long-term success. Previously, he held leadership roles with Forethought Financial Group and Keystone Group Holdings and has served as a trustee for the Funeral Service Foundation since 2022.

As Chief Sales Officer, Bischoff will lead the customer-facing sales organization, with a focus on maintaining strong relationships, delivering consistent service and helping funeral home customers succeed and grow their preneed programs.

“For our customers, the most important thing about this transition is what won’t change,” Bischoff said. “They will continue to work with people who know their businesses, understand their goals and care deeply about their success. We have an incredibly experienced team and strong relationships throughout the profession. I’m looking forward to building on that foundation and ensuring our customers continue to receive the consistency, expertise and care they have come to expect from Homesteaders.”

Waybright joined Homesteaders in 2024 as Vice President-Sales Optimization, bringing extensive experience in funeral home operations, sales leadership and preneed growth strategies. Previously, he served in leadership roles with independent funeral homes and corporate organizations, most recently as Vice President of Sales Operations with Foundation Partners Group. Waybright is also a licensed funeral director and embalmer.

As Chief Distribution Officer, Waybright will lead the broader distribution strategy, bringing together technology, sales enablement and digital-first marketing to create an integrated system that helps funeral homes and partners reach consumers more effectively and generate sustainable preneed growth.

“Funeral homes are navigating an increasingly complex business environment, and they need partners who can help them solve more than one piece of the puzzle,” Waybright said. “Homesteaders is making significant investments in tools, resources and expertise that can help funeral homes strengthen their businesses – from preneed and consumer engagement to integrated marketing and sales recruiting. I’m excited to bring those solutions together in a more holistic way and make it easier for our customers and partners to access the support they need to grow.”

As part of this transition, Damon Wenig has succeeded Waybright as Vice President-Sales Optimization, working closely with Homesteaders’ funeral home customers and marketing organizations to identify growth opportunities, implement effective preneed sales strategies and connect more consumers with advance funeral planning. Wenig joined Homesteaders in 2025 as Director of Partner Marketing, bringing experience in funeral service, marketing, sales and finance. A licensed funeral director and embalmer, he previously operated his family’s funeral homes in Wisconsin and holds MBAs in marketing and finance from the University of Massachusetts.

“Our sales and distribution teams have delivered strong growth over the last several years, reinforcing Homesteaders’ position as a trusted partner to funeral service,” Shaffer added. “I have tremendous confidence in the leaders stepping into these roles, and just as importantly, in the teams around them. Together, they are well positioned to build on that success, accelerate our growth and strengthen our leadership position in the profession.”

Homesteaders Life Company, a mutual company owned by its policy holders, is a national leader providing products and services to help people design a better farewell. Visit homesteaderslife.com to learn more.