Jon Lefrandt Appointed Senior Vice President-Consumer Experience for Homesteaders Life Company

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Jon Lefrandt Appointed Senior Vice President-Consumer Experience for Homesteaders Life Company

West Des Moines, Iowa — Steve Shaffer, President, CEO and Board Chair of Homesteaders Life Company, today announced the appointment of Jon Lefrandt as Senior VP-Consumer Experience.

In this role, Lefrandt will lead Homesteaders’ strategic initiatives to improve and enhance its work with consumers, align consumer experience efforts with Homesteaders’ overall strategies and support Homesteaders’ innovation efforts to help funeral providers connect with more people. In addition, Jon will continue to serve as CEO of Domanicare and work with that team to ensure that Homesteaders continues to have the best aftercare program in the funeral profession.

“This organizational change is another important move as Homesteaders continues to execute on our long-term strategic plan,” Shaffer said. “Jon possesses keen insights into consumer journeys related to end-of-life experiences and understands the value of ongoing research and innovation that will help funeral professionals connect with more consumers than ever before.”

Lefrandt will work with a cross-functional team and other subject matter experts to surface deeper insights about consumer awareness, attitudes, beliefs and behaviors regarding end-of life matters. This is essential for
Homesteaders to develop products and solutions that make good on its promise to “Help people design a better farewell, benefiting those they love” and to further their commitment to the funeral profession as a whole.

“I am thrilled to be a part of the Homesteaders leadership team in this new role,” Lefrandt said. “Consumer preferences are changing at a rapid rate, and there is a tremendous opportunity to provide more meaningful
experiences with consumers all across this country. I can’t think of a team better prepared to meet the opportunities here than Homesteaders Life Company. I am excited to do my part to help lead these efforts and drive incredible results for both our funeral home partners and the families they serve.”

Lefrandt began his career in funeral service in 2011. Through the experience of his father’s passing, he developed a passion to develop consumer-centric preplanning and aftercare services for funeral providers and led to the creation of The Domani Group and its award-winning Domanicare program. He lives with his wife and children in Salt Lake City, Utah.

Homesteaders Life Company, a mutual company owned by its policy holders, is the national leader providing products and services to help people design a better farewell. Learn more at