Federico Guardia
President at PSM Brokerage, an AmeriLife company.
Federico is the President of PSM Brokerage, a national Medicare, ACA, Life, and Annuity FMO based in Austin. He started at PSM in 2008 and became the Vice President of Sales in 2019, going on to lead the company as President from 2022. He has personally helped agents and agencies of every size grow, from one-person shops doing their first AEP, to call centers writing thousands of apps a year, to multi-state agencies looking for a real partner instead of a logo on a contract.
Recent Articles
The Emotional Side of Planning: Helping Families Overcome Financial Avoidance
June 2026
Financial procrastination is one of the biggest “silent killers” to a family’s long-term security. Most people know they should update their insurance, put a will in place, or map out their retirement income, but they often wait instead. It’s not because they don’t care; it’s often because these decisions feel heavy, complicated, or emotionally uncomfortable. …
The AI Advantage in Lead Generation
September 2026
For years, the insurance industry has prioritized low upfront cost per lead (CPL) as the primary measure of marketing success. The assumption was simple: cheaper leads mean more leads, and more leads mean more sales. But this quantity-over-quality mindset obscures a far more damaging reality playing out in the books of business of licensed insurance …
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