Profile
“Being true to who we are is key; we are purely a referral-based business. There is zero marketing or advertising”
Adam Rakowski,
Ortus Financial
Having recently reached the 23-year mark in advanced annuity sales, industry veteran James Ruhle is considered one of the most reliable and knowledgeable resources in his niche.
Based in the Detroit metropolitan area, Ruhle works with financial professionals nationwide, helping them navigate complex retirement planning needs through advanced annuity strategies and guaranteed lifetime income solutions. He has spent more than two decades with TruChoice, an AmeriLife company, leveraging deep institutional knowledge of products, markets, and carrier appetites to support sustainable, long-term growth for his partners.
After graduating from Michigan’s Albion College in his early 20s, Ruhle searched for valuable experience that would carry on the hardworking, blue-collar roots of Beaverton, MI, where he was raised. Rather than pursuing a high-paying salary, he wanted to build something meaningful. That led him to run his own business within TruChoice’s broader organizational framework. This opportunity was a significant draw for Ruhle, one where he has thrived for over two decades.
“This commission-based structure wasn’t just about earning potential; it offered me ultimate freedom and accountability,” he explains. “It's a rare and empowering feeling to know that your hard work directly dictates your achievements, without limits on your potential.”
Unforeseen industry changes can disrupt the annuity space at times. However, Ruhle’s persistence and market insight enable him to overcome any market challenge, consistently proving himself a trusted resource for financial professionals regardless of industry trends.
He says, “Instead of dwelling on the difficulties that change brings, my focus immediately shifts to identifying where the new advantages lie. My personality and mindset see challenges as opportunities. Through this process, I’ve developed a diligent practice of filtering out reactive negativity that often accompanies industry shifts.”
Working in the pre-retiree-retirement market, Ruhle takes great pride in the success of the financial professionals he serves and takes responsibility for their success. He ensures that financial professionals feel entirely supported when working with him, developing strong, long-lasting relationships built on unwavering trust.
“I truly succeed when my financial professionals succeed. This isn’t just a business principle; it’s a deeply held conviction,” he notes.
“Our industry’s core initiative enables people to retire with dignity and enjoy the life they’ve worked hard to achieve. I find deep satisfaction in knowing that I am an integral part of that equation, helping financial professionals provide secure futures.”
Ruhle strongly believes that engaging with people on a personal level, coupled with active listening, is the key to helping them find the right solutions for their goals. This mindset reinforces his belief that success is built on prioritizing genuine care and understanding for people and their life journeys.
“My process is respectful, understanding, yet straightforward: listen first, ask questions second, and develop solutions last. Clients often share their deepest financial thoughts and concerns, which involve some vulnerability. I take this part of my role very seriously and recognize it as a privilege to be let into that sacred part of their lives and help guide them toward a successful retirement,” he explains.
Ruhle also embodies a highly collaborative mindset – even with those who would traditionally be considered his industry rivals. He views the annuity brokerage space holistically, believing that collective growth must be continually pursued.
“I’ve always been one to openly share ideas with professional allies and competitors on what’s working and what isn’t,” he emphasizes. “I believe that constructive feedback is a vital catalyst for collective growth, and I’ve never shied away from offering it when approached. This spirit of friendship, generosity, and transparency undoubtedly elevates the entire industry.”
Dallas, TX
734 786 6126
jruhle@truchoicefinancial.com
linkedin.com/in/jamesruhle
truchoicefinancial.com
James Ruhle
Divisional Vice President TruChoice, an AmeriLife company
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“You can’t control the outcome, but you can always control what version of you turns up every day”
Adam Rakowski,
Ortus Financial
2002
2008–2009
2015–2020
2024
2025
Started in the industry at Ann Arbor Annuity Exchange (now TruChoice, an AmeriLife company)
2002
Achieved $100+ million annually annuity premium
2008–2009
2015: Achieved $200+ million annually
2020: Achieved $325+ million annually (AmeriLife Best in Class honors)
2015–2020
$555+ million annually (AmeriLife Best in Class honors)
2024
Achieved $588 million annually
2025
Milestones
Milestones
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“You can’t control the outcome, but you can always control what version of you turns up every day,” he says.
While at the helm of a rapidly growing business and a family that includes two young children at home, Rakowski has learned to manage what he calls a “never-ending list of commitments” that consists of a new team member each month, a new interstate office and two to three new referral partners monthly.
“Our business is a human business, so investing genuine time in every person can be draining on a personal level. Balancing it all is a challenge,” he says. “Simply put, do what you say you will do, and act at all times with honesty and integrity, being respectful and empathetic. The financial outcomes are a byproduct of the human interactions we have.”
Attracting, retaining and delivering exceptional client outcomes and service starts with a sincere interest in their journey and remaining relevant to them as their lives and needs evolve, notes Rakowski. He points out that he and his team put in most of the work upfront in building meaningful relationships, which is a testament to its 99% client retention rate.
He says, “We are clear in the types of clients we work best with and our value proposition. We also look for a cultural alignment with all of our referral partners, and we are acutely aware of our strengths and how different we are from our industry peers.”
Rakowski recently opened a Queensland business and plans a foot in every other capital city. He strives to establish the brokerage as a national business with on-the-ground representation in every state by the end of 2025.