Leadership
The people behind LifeStar.
Ed Lay
Chief Executive Officer & Managing Partner
After over 20 years of senior executive management experience spanning both private and public / international companies, Lay founded The Emeritus Group in 1995 providing IT systems design and development services to private clients and Fortune 500 corporations. Beginning late in 2001, Emeritus focused its efforts on the emerging US Life Settlement industry. As a result, Emeritus was the first company to develop a life settlement portfolio econometric analysis and management system (Paradigm) in 2004.
The company today is a recognized leader in the design and development of insurance-linked securities and life settlement structured portfolios. LifeStar Advisors represents an extension of Emeritus' longstanding industry experience and is focused on policy sourcing for the international investor market.
Ed has also held senior corporate management positions with NV Philips, Eindhoven, Netherlands and Affiliated Distributors, King of Prussia, PA, and most recently served as Chairman and CEO of Emeritus Capital Partners, LLC — New York. Ed is a member of the Illuminating Engineering Society, ED and has been an advisor to the University of Tennessee (UTK) College of Arts and Sciences in various capacities since 1974.
William Burkhart
CFO / Managing Partner / Director — Medical Evaluation Services
William (Bill) Burkhart is a third generation physician with extensive senior care experience. A founding member of East Tennessee's Summit Medical Group, one of the largest primary care organizations in the US, Dr. Burkhart has amassed a prestigious career history, which includes holding numerous professional service and medical executive management positions within the State of Tennessee.
Some of these include: St. Mary's Hospital / Knoxville, Tennessee — Member: Board of Directors and Chief of Medical Staff, longstanding Chairman: Pharmacy and Therapeutics Committee, Board Chairman: Heritage National Health Plan, Board Member: Tennova Healthcare / State of Tennessee, Medical Director: Camellia Home Healthcare and Hospice, and is an Adjunct Professor of Medicine with Lincoln Memorial University (LMU) and The University of Tennessee Medical Schools.
Dr. Burkhart is certified by the American Board of Family Medicine, is a member of numerous local, state and national medical organizations, and is Chairman of the Deans Advisory Board: The University of Tennessee / College of Arts and Sciences (UTK).
Andrew Murphy
Chief Operating Officer & Co-Founder
Andrew Murphy is the Chief Operating Officer and Co-Founder of LifeStar Advisors, where he leads operations, strategic partnerships, and the development of innovative insurance advisory solutions. Andrew has built and scaled specialty insurance programs nationwide, with extensive experience in life insurance, surplus lines, MGA and MGU operations, and complex insurance distribution. He works closely with financial advisors, estate planning professionals, universities, charitable organizations, and institutional investors to help clients maximize the value of life insurance assets through the life settlement marketplace.
Andrew is also recognized for his expertise in life insurance planning, estate tax mitigation strategies, wealth transfer, and insurance-based legacy planning. His experience spans the design of sophisticated insurance programs for individuals, families, businesses, and institutions, combining technical insurance knowledge with practical financial planning solutions.
As COO, Andrew is responsible for expanding LifeStar's national presence, strengthening strategic alliances, and delivering a confidential, client-focused advisory process that helps policy owners, advisors, and institutions make informed decisions regarding life insurance and legacy planning.
Jeniffer Y. Perkins
Managing Director / National Service Center
Jennifer Perkins is a career retail / fashion Industry management executive with over 30 years experience. During her career, she has worked with leading national firms including: Ann Taylor, St. John Knits, The Limited, Limited Express and Saks Fifth Avenue. In the early stage of her career, Jeniffer held various positions as a substance abuse counselor (teens) and middle school teacher.
Her primary responsibilities include all phases of operations management of LifeStar's new National Service Center based in the New Orleans, LA area. Ms. Perkins is a graduate of Tuskegee Institute with a BA degree in Sociology.
Jon Montgomery
Director — US / International Communications
Jon Montgomery currently directs the emerging markets segment of Emeritus business development operations. He also advised clients on foreign direct investments, including those utilizing development finance institutions (OPIC, IFC, etc.), export credit agencies (U.S. Export-Import Bank, etc.), and political risk insurers (OPIC, MIGA, etc.).
Jon has also held prior positions as Executive Vice President at Marketing Strategy & Planning Inc./Synovate in New York, and Vice President at Hase Schannen Research Associates Inc. in Princeton, New Jersey. Mr. Montgomery holds a M.B.A. from Northeastern University and a B.A. in English from the University of California, Berkeley. Since 2001 he has been Adjunct Faculty in Marketing, The University of Georgia.
William J. Potter
Senior Advisor — UK Business Development
Meredith Financial Group, New York, NY — John R. Meredith & Company
William Potter is currently Chairman, Meredith Financial Group Inc., an investment banking and financial advisory company in New York. He has more than 35 years of experience in international investment banking, asset management, (Equitilink / Prudential / Aberdeen / Meredith), and insurance management (Prudential). Mr. Potter has also held executive positions with Toronto-Dominion Bank (Canada), Barclays Bank (UK), and Ridgewood International Group (US). He is one of the pioneers in closed-end listed country funds and has managed numerous closed-end funds in the US and Canada.
Potter also served on the boards of more than fifteen US public companies and a dozen closed-end funds as well as numerous Canadian and other foreign-based companies. His current directorships include the National Foreign Trade Council, Aberdeen Australia Equity Fund, Inc., Aberdeen Asia-Income Fund, Inc., and Aberdeen Global Income Fund, Inc., and Alexandria Bancorp, a bank subsidiary of Guardian Capital Group Ltd.
Mr. Potter received an MBA from Harvard University and a B.A. from Colgate University. He holds FINRA series 24, Series 7 and Series 63 certifications and has been designated as a financial expert for Sarbanes-Oxley in the US.
Michael Greco Jr.
Head of Life Insurance / Disability / LTC Sales
Michael Greco Jr. is a financial and insurance professional specializing in advanced life insurance planning and premium finance strategies for high-net-worth individuals, families, and business owners. As an advisor with Greco & O'Neal Wealth Strategies, he helps clients design sophisticated life insurance solutions that support wealth preservation, estate planning, business succession, and tax-efficient legacy planning.
Mike combines a detail-oriented approach with a strong commitment to understanding each client's long-term financial objectives. He works closely with clients and their professional advisors to develop customized strategies that integrate life insurance into comprehensive financial and estate planning.
Prior to entering the financial services industry, Mike developed a strong foundation in leadership and operations through his education at Florida Southern College, where he earned a degree in Recreational Turf Grass Management and served as captain of the men's lacrosse team. The discipline, teamwork, and leadership skills he developed continue to influence his client-first approach and professional work ethic.
Today, Mike is dedicated to helping individuals, families, and business owners protect their wealth, optimize financial outcomes, and create lasting legacies through thoughtful insurance and financial planning strategies.
Advisory Board
Industry experts providing strategic guidance and oversight. Profiles coming soon.
Strategic Partners
Alliance partners extending our reach and capabilities. Profiles coming soon.
Work with our team.
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