Built for Outcomes: Meet Peter Beisser, Head of Marketing at Luma Financial Technologies

Can you tell us about your background and what led you to Luma?
My path is a bit unique. I started my career as a journalist, which taught me that even the most complicated subjects need a clear narrative. Over the years, I’ve applied that storyteller’s mindset to different corners of the financial world, from mutual funds and ETFs to life insurance and annuities. To me, the most interesting challenge is taking a complex product and finding the message that connects with people. That’s exactly what drew me to Luma. They’re solving the friction and fragmentation that have often made annuities and alternatives difficult to use. I wanted to join the team that’s building the best infrastructure to make these products accessible, and I’m here to use my experience to ensure the industry understands why that new standard matters.

What is the Marketing challenge you want to solve?
Luma has built something incredible, but in many ways, we’re still the best-kept secret. My priority is to change that, not just by making noise, but by sharpening the narrative. Currently, the market is crowded with platforms that focus on access. They simply put products on a digital shelf. But access means nothing if advisors don’t know how to use it. Luma is different because we focus on solving for confidence. We aren’t just a transaction pipe; we’re the layer that helps advisors compare, analyze, and understand these complex products before they ever click ‘buy.’ My job is to show folks that while others handle the paperwork, Luma handles the decision. That’s a massive difference.

Why did you join Luma?
Beyond the impressive technology, I joined because of the culture. In this line of work, you meet a lot of smart teams, but it’s rare to find a group that combines high-level intelligence with a genuine drive to fix what’s broken out there. I’ve spent years in this space, and it’s a complex, difficult market to simplify. I respect the work it takes to get it right. When I looked at Luma, I saw a team that was tackling those hard problems at a pace I hadn’t seen before, and I wanted to be around that kind of energy.

How do you partner for impact?
I view Marketing as a hands-on partnership. I’m looking forward to rolling up my sleeves and working directly with our clients to ensure they get the most out of what we’ve built. When a firm integrates Luma, the technology is only half the battle; getting people to embrace it is the other half. Our goal is to partner with them to provide the ‘air cover’ they need. We’ll equip them with the messaging and tools to drive adoption internally, while simultaneously informing the broader advisor community. We handle the heavy lifting on the communication side, simplifying the story so our partners can drive the business results they signed up for.

Looking Ahead
We’re going to build on the momentum the team has already established. You’re going to see us driving the industry conversation more aggressively, both at key events and in the press. Because our team is made up of industry insiders, we have a unique perspective on where the market is heading, and we’re going to use that expertise to help our partners navigate the future. We know the firms that win over the next few years will be the ones prioritizing a seamless digital experience. Luma is laying that foundation, and I’m excited to help our partners unlock that next level of scale.