Bridges are built to withstand the test of time. Some were constructed hundreds of years ago, yet they remain vital and in use today. As I recently drove through downtown La Crosse, I couldn’t help but reflect on the businesses that once thrived here but did not endure.
Wettstein’s Appliance came to mind. My wife and I spent a lot of money there back in the day. It was the go-to place, with the most knowledgeable staff, but deep down, I knew I was buying a commodity. I knew it wouldn’t last. I hoped it would serve us for 10-15 years before needing replacement, destined to end up in a junk heap.
I also thought about Jack Robinson’s, an old furniture and appliance store that was the place to go in La Crosse decades ago for appliances, TVs, and furniture. Yet, all those products are likely now discarded, no longer functioning, or sitting in a landfill.
As I continued driving, I passed what used to be Ray Hudson Chevrolet. Perhaps there are still a few cars on the road with that dealership’s sticker on the back, but they, too, were just products with a limited lifespan.
About a year ago, I was in Porto, Portugal, when someone pointed to a bridge and asked if I could guess who designed it. The structure looked familiar, but I wasn’t sure. When they told me it was designed by Eiffel—yes, the same Eiffel who designed the Eiffel Tower—it all clicked. The bridge, like the Tower, had stood for around 135 years. One is an iconic work of art, and the other is an essential part of the region’s transportation network. People have relied on that bridge for over a century to cross a vast river valley.
This got me thinking about the things we purchase in life. Many of them are mere commodities—here today, gone tomorrow. When people invest in a mutual fund or other financial products, they’re often thinking short-term, maybe to fund a college education or a comfortable retirement. But those assets, too, will eventually be depleted.
At our office, we believe in creating something that lasts—something that has a generational impact. This is why I’m passionate about life insurance. It’s not just a safety net; it’s a tool for storing and leveraging your wealth, giving you the freedom to spend more in retirement without fear. It’s like a permission slip that reassures you, even if life doesn’t go as planned, you’ll be okay.
When I help someone put together a life insurance contract, I know that it has the potential to endure for up to 121 years. Long after I’m gone, forgotten like Ray Hutson Chevrolet, Jack Robinson’s, and Wettstein’s Appliance, that contract will still be in force. The items bought from those stores have faded into oblivion, but what I create with life insurance can last for over a century, helping to propel a family into a brighter future.
Even when I’m no longer remembered, the work my office and I have done will live on. Perhaps, one day, someone will have a moment like I did in Portugal, standing before a bridge, marveling at the lasting impact of something created over 100 years ago.
If you have a generational mindset, maybe it’s time to start planning for your future—and the futures of those who will come after you.
