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Jim Ruta and Norm Trainor to combine advisor coaching businesses

By The IJ Staff | April 11 2018 11:30AM

Norm Trainor and Jim Ruta

Norm Trainor, Founder and CEO of The Covenant Group, and Jim Ruta, President of Advisorcraft Media and Consulting, announced April 10 that they have reached an agreement in principle to combine their coaching and consulting businesses under The Covenant Group name effective May 1, 2018.

Under this agreement, Ruta will become Executive Vice President of The Covenant Group and Advisorcraft clients will be transitioned to TCG programs.

A powerful learning organization

Ruta and Trainor say the decision to combine forces “comes after many years of friendship and the recent realization that working together and building on their respective strengths would benefit both their clients and their organizations.” They add that joining forces “will create a powerful learning organization that the financial services industry needs now more than ever.”

Trainor is the author of several entrepreneur and advisor business management books and numerous articles for publications worldwide. The Covenant Group offers its 8 Best Practices and Business Builder Programs to advisors in risk and wealth management across the industry.

Ruta founded Advisorcraft in 1999 after a career as an advisor and executive manager of a 250-advisor agency for a life insurance company. He has helped found two Managing General Agencies and has coached hundreds of advisors on building their performance. In addition, Ruta is also a columnist for The Insurance and Investment Journal, author of four books and co-founder of the Canada Sales Congress.

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