There's Never A Better Time to

Chase Your Dream

Success is not easy, but it’s simple when you know a better way.

We are a network of entrepreneurs, innovators, and industry disruptors that believes success happens when we help our clients solve complex and challenging problems that come with being an entrepreneur, a business owner, or an insurance and financial professional. We serve our clients by leveraging outside the box strategies and innovations to achieve success at the highest level!

We understand...and that is why you can count on us to find a Better Way to succeed in this complex world!

Success is not easy, but it’s simple when you know a better way.

We are a network of entrepreneurs, innovators, and industry disruptors that believes success happens when we help our clients solve complex and challenging problems that come with being an entrepreneur, a business owner, or an insurance and financial professional. We serve our clients by leveraging outside the box strategies and innovations to achieve success at the highest level!

We understand...and that is why you can count on us to find a Better Way to succeed in this complex world!

This Is Where Impossible Dream Thrive!

Rob Thomas

President & CEO

Rob Thomas is a visionary leader and entrepreneur with decades of experience revolutionizing the insurance industry. As the founder of WaterRock Financial Network, Rob has dedicated his career to empowering life insurance agents to achieve unprecedented success through innovative strategies, cutting-edge tools, and comprehensive coaching. His expertise lies in crafting dynamic sales systems that blend traditional relationship-building techniques with advanced AI-driven technologies, enabling agents to scale their businesses effectively. Rob’s commitment to equipping agents extends beyond professional development, providing a complete framework for success, including financing options, lead-generation systems, and personalized mentorship.

Rob’s approach is deeply rooted in aligning values with principles, emphasizing integrity and diligence as the cornerstones of success. He has developed a transformative framework designed to help agents achieve $1 million in premium within their first year, integrating industry-leading strategies such as leveraging cash value life insurance as an asset class, maximizing the power of Section 125 plans, and employing viral referral systems. With a passion for fostering growth and leadership, Rob’s WaterRock program includes high-impact events like the Puerto Rico leadership mastermind, where agents collaborate and refine their skills. Through his work, Rob continues to redefine what it means to thrive in the insurance industry, making a lasting impact on agents and clients alike.

Rob Thomas, founder of WaterRock Financial Network, is a visionary leader revolutionizing the insurance industry. With decades of experience, Rob equips life insurance agents with innovative strategies, cutting-edge tools, and personalized mentorship to achieve $1 million in premium within their first year. His transformative approach combines AI-driven technologies, relationship-building techniques, and a framework rooted in integrity and diligence. WaterRock offers a complete agency system including lead-generation systems, and leadership events like the Puerto Rico mastermind, empowering agents to scale their businesses and redefine success in the insurance industry.

No one ever grows up saying, 'I think I want to sell insurance when I grow up.' But this truly is one of the greatest professions on the planet! Why? Everyday we help protect the things that are most important to the people we know and love - our families and our finances. On someone's worst day, we get to show up with a check that keeps the family whole financially. And when agents do their jobs the right way, they get paid better than doctors. - Rob Thomas

The Core Values That Dive Our Mission

Diligence

Diligence is a deliberate, consistent application of effort toward a specific goal, characterized by a commitment to excellence and a refusal to be deterred by obstacles or setbacks. It embodies discipline, focus, and a proactive mindset, ensuring that each step taken aligns with overarching principles and values. Diligence is not just hard work; it is purposeful work driven by a vision for long-term success and a willingness to persevere through challenges with unwavering determination.

Diligence

Diligence is a deliberate, consistent application of effort toward a specific goal, characterized by a commitment to excellence and a refusal to be deterred by obstacles or setbacks. It embodies discipline, focus, and a proactive mindset, ensuring that each step taken aligns with overarching principles and values. Diligence is not just hard work; it is purposeful work driven by a vision for long-term success and a willingness to persevere through challenges with unwavering determination.

Integrity

Integrity means aligning our actions with eternal principles, ensuring that our words and deeds consistently reflect our values. We strive to foster a culture where agents lead with authenticity, honesty, and accountability, building trust with clients and colleagues alike. By prioritizing integrity in every interaction, we create a legacy of trust and reliability, setting WaterRock apart as a beacon of principled leadership in the insurance industry.

Generosity

We believe that generosity is the key to creating meaningful impact and growth, both personally and professionally. At WaterRock, we are committed to giving freely of our time, resources, and knowledge to help agents succeed. Generosity is woven into the fabric of our culture, encouraging agents to uplift others while building their businesses. By embracing this value, we cultivate a spirit of abundance, allowing our network to thrive and empowering agents to make a difference in their communities.

Integrity

Integrity means aligning our actions with eternal principles, ensuring that our words and deeds consistently reflect our values. We strive to foster a culture where agents lead with authenticity, honesty, and accountability, building trust with clients and colleagues alike. By prioritizing integrity in every interaction, we create a legacy of trust and reliability, setting WaterRock apart as a beacon of principled leadership in the insurance industry.

Generosity

We believe that generosity is the key to creating meaningful impact and growth, both personally and professionally. At WaterRock, we are committed to giving freely of our time, resources, and knowledge to help agents succeed. Generosity is woven into the fabric of our culture, encouraging agents to uplift others while building their businesses. By embracing this value, we cultivate a spirit of abundance, allowing our network to thrive and empowering agents to make a difference in their communities.

Transparency

Transparency is central to the WaterRock culture and is one of the values that sets us apart in the industry. We believe in clear, honest communication in everything we do, from compensation structures to training programs. Transparency eliminates confusion and builds trust, ensuring agents have the tools and knowledge they need to succeed. By embracing transparency, we create an environment where every agent can grow with confidence, knowing they are supported by a straightforward and trustworthy organization.

Community

At WaterRock, we believe that true success is achieved together, not alone. Community is at the heart of who we are, fostering collaboration, encouragement, and shared purpose among our agents. We work to build a culture where agents support and inspire one another, creating connections that go beyond business. By embracing community, our agents become part of something greater than themselves—a network that thrives on mutual growth and shared success, making WaterRock a unique and unparalleled place to build a career.

Transparency

Transparency is central to the WaterRock culture and is one of the values that sets us apart in the industry. We believe in clear, honest communication in everything we do, from compensation structures to training programs. Transparency eliminates confusion and builds trust, ensuring agents have the tools and knowledge they need to succeed. By embracing transparency, we create an environment where every agent can grow with confidence, knowing they are supported by a straightforward and trustworthy organization.

Community

At WaterRock, we believe that true success is achieved together, not alone. Community is at the heart of who we are, fostering collaboration, encouragement, and shared purpose among our agents. We work to build a culture where agents support and inspire one another, creating connections that go beyond business. By embracing community, our agents become part of something greater than themselves—a network that thrives on mutual growth and shared success, making WaterRock a unique and unparalleled place to build a career.

Transparency

Transparency is central to the WaterRock culture and is one of the values that sets us apart in the industry. We believe in clear, honest communication in everything we do, from compensation structures to training programs. Transparency eliminates confusion and builds trust, ensuring agents have the tools and knowledge they need to succeed. By embracing transparency, we create an environment where every agent can grow with confidence, knowing they are supported by a straightforward and trustworthy organization.

Community

At WaterRock, we believe that true success is achieved together, not alone. Community is at the heart of who we are, fostering collaboration, encouragement, and shared purpose among our agents. We work to build a culture where agents support and inspire one another, creating connections that go beyond business. By embracing community, our agents become part of something greater than themselves—a network that thrives on mutual growth and shared success, making WaterRock a unique and unparalleled place to build a career.

The Journey

2003

Recruited by New York Life to become an agent. Licensed to sell in 2 weeks, licensed as a Registered Rep in 2 months. First rookie agent to master advanced planning sales system and became a sought after agent with Sr. Agents.

2005

Life Sales Specialist for Farmers Insurance. Managed insurance sales for 240 agents providing training, planning, and sales support. Top 3 in all sales metrics for the entire nation 3 years in a row.

2009

Opened my first full line insurance agency building from scratch. Found my first roadblock in creating consistent lead flow, referrals, and Center of Influence to grow my business. Failed at building my agency. Left the industry.

2010

Entered the Non-profit world of major donor fundraising. Worked with the largest churches in America to fund global language and translation projects. Traveled to Africa and Central America. Got my first real taste of innovation and entrepreneurship.

2015

Went to work for a private equity firm to manage a Reg-D Stock offering to raise investment capital for a start-up life insurance company. Learned the foundational steps of starting a large-scale company and forged invaluable business connections.

2017

Work as an Agency Business Consultant with 32 agents to achieve top level status in all KPI’s across the board. My goal and role, make agencies successful by making them more profitable through strategic sales initiatives tailored to each agency. State-wide out of 200 agents, 14 achieved AAA status and 11 were mine.

2019

Took over a failing agency. Hired new agents, trained and managed them with systems and processes I developed in my consulting role. Agency grew 30% each year with 90% retention rate.

2021

Sold the agency and started WaterRock Financial Network as an independent IMO. Our mission is agents success by finding better ways to succeed in an industry that currently boasts a 98% 5 year failure rate. The industry is ready for change. Are you ready to join the movement?

You and I...

We are a lot a like!

I wasn’t born knowing how to build a business or transform lives—I started with doubt, hesitation, and the same fears you might have right now. There was a time I thought success was reserved for people with more resources, better connections, or a lucky break. But I learned that those beliefs were just excuses, barriers I had built for myself. The truth is, my journey hasn’t been about having all the answers; it’s been about aligning my actions with principles like diligence, integrity, and generosity, and being willing to take one step at a time, even when the path wasn’t clear. If you’re telling yourself you’re not ready, that you’re not enough, I’m here to tell you that’s a lie. The difference between where you are now and where you want to be is action—and I’m proof that anyone willing to take that first step can achieve incredible things.