Western & Southern Financial Group’s Project Northeast represents a comprehensive redesign of new financial representative (FR) onboarding. It introduced a reimagining of new hire training through several key innovations designed to improve early sales success and long-term retention. At the core of this transformation is the firm’s “Learn, Certify, Do” model—a structured approach that emphasizes real-world application and accountability.
Program Details
Project Northeast replaced the prior training structure—where securities licensing came first—with a simplified sales field model. Now, sales process training is delivered first, streamlined to emphasize early field sales exposure starting in week two. With this shift, securities licensing is deferred to the six-month mark.
Project Northeast also introduced a foundational shift in field support by embedding hands-on coaching as a core element of the training experience. New FRs receive personalized guidance from their staff manager beginning in week two. This deliberate early exposure to client-facing activity—under the direct supervision of experienced managers—ensures that learning quickly is translated into real-world practice.
In addition, the program expanded the scope of development by launching modular securities licensing training in mid-2025. FRs now benefit from dedicated, live instruction for the Financial Industry Regulatory (FINRA) Securities Industrial Essentials (SIE), Series 6 and Series 26 exams, offering targeted preparation aligned with the progression of their sales training.
Key skills FRs must demonstrate by week 13 include:
- Building rapport
- Using the financial snapshot
- Conducting the DIME (Debt, Income, Mortgage and Education) factfinder
- Closing the sale
- Answering objections
- Asking for referrals
Western & Southern’s “Learn, Certify, Do” model is applied as follows:
Learn: New FRs first engage with foundational content through digital modules and guided discussions with their managers, using detailed playbooks and leader guides.
Certify: Managers then skill-practice with FRs and assess their proficiency using defined scoring criteria. Certification checklists are submitted to the home office and reviewed weekly to ensure objectivity and consistency.
Do: Certified FRs apply their skills in live client interactions through structured joint field activities (JFAs) with their staff managers, who observe, coach and reinforce learning in real time.
Project Northeast also redefined the training delivery structure across Western & Southern’s field organization. Through this program, the role of divisional training managers (DTMs) was significantly elevated. DTMs now serve as the objective certifiers of FR skill development, leading standardized evaluations nationwide. By operating independently of specific agency locations, they ensure consistent calibration and performance measurement across all divisions.
Training is reinforced via the following:
- 13-Week Certification Requirement: All new FRs must complete a 13-week certification covering core prospecting and sales skills. This certification is objectively evaluated by DTMs. FRs must pass to gain access to existing client accounts. Likewise, managers must certify their FRs to qualify for a first-quarter incentive.
- Weekly Progress Reporting: Performance metrics are tracked and reported weekly, including FR program completion status and development of certified skills. These insights are used to monitor field progress and identify areas for support.
- Senior Leadership Performance Reviews: Monthly business reviews with senior executives and sales leadership teams focus on training outcomes and divisional performance, ensuring accountability and visibility at the highest level.
- Marketing Integration: Weekly training content is aligned with curated marketing materials. These are sequenced in a user-friendly resource library that enables FRs to easily access tools that reinforce each week’s learning objectives.
Ongoing manager-led training extends through 26 weeks, and structured development continues through the full two-year new hire experience.
Results
Some 82 percent of FRs have passed their week 13 certification under the objective evaluation of their DTM.
As of the week of May 12, 2025:
- Total net first-year commissions (TNFYC) were up 15 percent, achieving 96 percent of goal.
- First-year FR retention was up 14 percent, achieving 94 percent of goal.
