Going "Under Cover" with Universal Insurance Programs

INSTANDA's LinkedIn Live podcast series, Under Cover, returned for its third episode in celebration of International Women's Month on March 19, 2025. INSTANDA hosts, Katy Murray and Andy Watts, sat down with Jenny Bortman, President of Universal Insurance Programs (UIP), for an inspiring discussion. They explored Jenny's career trajectory, her insights on leadership, and the role of insurance in protecting what matters most—all while highlighting the impact of women in the insurance industry.

Here’s a roundup of Jenny’s incredible story and the key takeaways from this engaging episode.

A Journey Rooted in Resilience

Jenny's story begins with her roots in her family’s insurance business. Growing up, she spent her school breaks helping her single mom manage Universal Insurance Programs —handling everything from organizing file rooms to learning the intricacies of data entry. This early exposure planted the seeds of her passion for the industry and the critical role it plays in protecting people's livelihoods.

Following college, Jenny was encouraged by her mom to spread her wings, joining Nestlé Purina and excelling in a competitive corporate sales environment. Despite her success—ranking as the top performer for growth and third overall in sales—Jenny eventually found her way back from Las Vegas to Phoenix and UIP.

Since re-joining in 2007, Jenny has been instrumental in expanding UIP beyond its original niche market in tanning to salons, spas, and other verticals. Through grit, vision, and a proactive approach to overcoming challenges, she's worked tirelessly with her mom to ensure the company continues to thrive, even during industry and economic downturns.

Jenny shared her mantra, shaped by her family’s ethos of perseverance, hard work, and adaptability: “We’re go-getters and winners in our family.”

Defining Milestones on the Path to Leadership

Jenny shared how one of her most pivotal moments came in 2012 when she became a business partner with her mom. This transition gave her a deeper perspective on both the pressures and rewards of co-leading a family business.

She reflected, “Once you have skin in the game, the pressure is on—but so are the rewards, like watching your team grow, accomplishing milestones, and building relationships that drive the business forward.”

Another landmark came years later, as UIP partnered with external investors in 2015 to fuel its expansion. Jenny oversaw staggering growth—achieving double-digit, year-over-year success—and the company now spans multiple states and even international teams.

Eventually, in 2021, Jenny officially became UIP’s President. True to her competitive nature, she chose to earn the position by interviewing alongside other candidates. The result? Jenny continues to embrace the role with huge success, steering UIP to new heights while staying true to her values of integrity and authenticity.

The Role of INSTANDA in UIP’s Evolution

For UIP, transitioning its proprietary rating system to INSTANDA’s SaaS platform was a significant yet strategic move. With concerns about the limitations of their previous system, Jenny led the decision to adopt a more scalable, future-ready solution.

Despite the challenge of readying the business for transitioning to a completely new system, Jenny praised INSTANDA for its transformative impact on UIP’s tanning business. Looking to the future, Jenny shared, “This isn’t just a temporary fix. INSTANDA is instrumental to our growth and will support us as we scale in the years to come."

Jenny also highlighted the value of working with INSTANDA's extensive team who listen and evolve with UIP as a client, adding, “INSTANDA’s willingness to adapt in response to our feedback has been a game-changer. It's the partnership we need for our ambitious vision.”

Jenny’s Advice to Aspiring Women Leaders

When asked about advice for women starting their careers or stepping into leadership roles, Jenny emphasized the importance of passion, perseverance, and authenticity.

“Do what you’re passionate about,” she said, underscoring how insurance—while sometimes perceived as unexciting—can be incredibly meaningful. “We’re protecting people’s largest assets and everything they work hard for. That matters,” she shared.

Jenny credited her success to staying true to herself, aligning with those who share similar values, and fostering independence and courage in her daughter, who’s already proving to be an inspiring go-getter in her own right.

Celebrating International Women’s Month

Jenny reflected on the progress women have made in the insurance industry thanks to trailblazers like her mom, who built UIP 50 years ago. To her, International Women’s Month is a reminder of the importance of hiring for talent, encouraging diverse teams, and fostering environments where people thrive regardless of gender.

With her family mantra in mind—“Yesterday is the past, tomorrow’s the future, today is a present”—Jenny expressed gratitude for each day, emphasizing the need to celebrate the wins, large and small.

Looking Ahead

The episode concluded with Jenny’s optimism for the future, from UIP’s continued growth to her commitment to mentoring the next generation of insurance innovators. Her story is a testament to the power of determination, adaptability, and passion—qualities that are essential for any leader.

Missed the Episode? Catch the Replay!

Didn’t tune in live? No problem. You can watch the full episode of Under Cover to hear Jenny’s inspiring story and insights firsthand.

Stay tuned for more episodes of Under Cover, where we spotlight the leaders shaping the future of insurance.

Curious about how INSTANDA can empower your organization to innovate and grow just like UIP? Get in touch with us today!