When John Duni walked into his first job out of college on November 4, 1974, he had no idea it would be the start of a 50-year career in financial services—and a lifelong commitment to NAIFA.

Hired by Harold Morris at Southwestern Life Insurance Company in Washington, D.C., John recalls that joining NAIFA (then NALU) was not just encouraged—it was expected. “You’d sign your agent contract and then your NAIFA application. There was no choice. But I always thought that was great. If I was going to commit to the profession, I wanted to be fully in it.”

That mindset has defined John's distinguished career. Early on, he immersed himself in the DC Life Underwriters Association and quickly found inspiration among the industry’s top producers at sales congresses. He eventually moved into management, joined GAMA, and was selected for the inaugural Agency Management Training Course (AMTC)—a prestigious opportunity that connected him with titans of the field and helped him launch his own agency in Richmond, Virginia, in 1981.

“I had never even been to Richmond,” John says. “We didn’t know a soul. My wife was eight months pregnant. But we made it work.”

Under John’s leadership, the Richmond office grew from 36th to 8th in the company. When Southwestern Life was sold, he became the Virginia general agent for New England Life—a role he held for nearly 30 years. Even as companies merged and restructured—New England to MetLife, then to MassMutual—John adapted, always staying true to his mission of developing people.

“My career has always had two parts: serving clients and building talent. I’ve spent most of it recruiting, developing, and mentoring the next generation.”

Today, John continues that legacy at Virginia Asset Management, where he trains young professionals and supports seamless client transitions. "I do joint work now. I help the next wave of advisors grow. Clients shouldn’t be surprised one day by a letter saying, ‘Here’s your new advisor.’ I want it to be personal.”

Throughout it all, John has remained deeply engaged with the profession. He’s served as president of the Richmond chapter of The Society of FSP, the Virginia chapter of NAIFA, the Estate Planning Council of Richmond, and the local GAMA chapter. His advocacy roots also run deep—he helped implement client-centered planning systems that align closely with NAIFA’s own advocacy-based philosophy.

His firm, now with broker-dealer Cetera Advisor Networks LLC, emphasizes financial planning first—free of quotas and product mandates. “We do the plan first, then find the right solutions. It’s a clean, client-first approach.”

Asked what advice he’d offer a young advisor just starting out, John doesn’t hesitate: “Get involved. Join NAIFA. Surround yourself with people who are smarter and more experienced. This is a career of relationships—build them early, and never stop learning.”

John Duni’s career is a testament to what can happen when commitment meets opportunity. His dedication to service, leadership, and mentorship has shaped not just his own path, but the future of the profession in Richmond and beyond.

Congratulations, John, on 50 years of excellence. Your NAIFA family celebrates you!

Securities offered through Cetera Advisor Networks, LLC, member FINRA / SIPC, a broker/dealer.  Advisory services offered through Cetera Investment Advisers LLC, a registered investment adviser.  Cetera is under separate ownership from any other named entity.
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