Bischoff and Waybright Named to Homesteaders Sales Leadership Roles
Homesteaders Life Company announced several sales leadership promotions intended to support long-term business growth and maintain service continuity for funeral home customers and key partners. As part of this transition, Will Bischoff has been promoted to Chief Sales Officer, and Cole Waybright has been named Chief Distribution Officer.
The internal promotions reflect Homesteaders’ ongoing succession plan to prepare leaders for future organizational needs and preserve established customer relationships.
“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.”
Sales Leadership Roles and Backgrounds
Bischoff joined Homesteaders in 2015 and most recently served as Senior Vice President-Strategic Markets. He previously held leadership positions with Forethought Financial Group and Keystone Group Holdings, and he has served as a trustee for the Funeral Service Foundation since 2022. As Chief Sales Officer, Bischoff will oversee customer-facing sales teams, focusing on service delivery and preneed program support for funeral homes.
“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. He previously served as Vice President of Sales Operations with Foundation Partners Group and holds licenses as a funeral director and embalmer. In his new role as Chief Distribution Officer, Waybright will manage distribution strategy, integrating technology, sales enablement, and digital marketing to expand partner reach.
“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.”
Sales Optimization Appointment
Additionally, Damon Wenig succeeds Waybright as Vice President-Sales Optimization. Wenig joined Homesteaders in 2025 as Director of Partner Marketing following experience operating his family’s funeral homes in Wisconsin. A licensed funeral director and embalmer, Wenig holds MBAs in marketing and finance from the University of Massachusetts. In his new position, he will assist customers and marketing partners with preneed sales strategies.
“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 is a national mutual company providing products and services for advance funeral planning. Additional information is available at homesteaderslife.com.
