About Benefit Choice Direct

Benefit Choice Direct is a provider of life insurance products, specializing in final expense planning. We are an independent agency with access to many insurance carriers. There are over 750 life insurance companies in the United States. We have chosen to work with over 15 of the top companies based on their financial strength, competitive pricing and specialty underwriting guidelines that allow people with certain health conditions to be approved where others would not.

Our agents are trained to know the specific features and qualities of every product we sell. This knowledge, when joined with a thorough fact finding conversation with the customer, allows them to recommend the best product that provides the most value for your needs.

Regulations and licensing allow us to sell a product to you. A code of ethics and expertise allow us to maintain a relationship and provide you with the best possible solution for your specific situation.

We strive to achieve the following with everyone we meet:

  • EDUCATION Provide you with enough information so you can be comfortable with whatever path you choose.

  • VALUE Get you the best price possible with a plan that will meet your needs now and in the future.

  • RELATIONSHIP Maintain honesty and transparency at all times by providing the pros and cons with every consultation. No upselling. No hard sales tactics. Ever.

At Benefit Choice Direct, we value the opportunity to work with our clients. We realize everyone has a choice with whom they work and it is our pleasure to earn your commitment to us.


Will Alford is the founder and owner of Benefit Source Direct. He has over 15 years experience in the life insurance industry. As a former chemist for a global Fortune 100 company, he has an attraction to the technical details surrounding the design of all financial strategies for the people he works with. Will founded his business in 2008 in Michigan. During this time, he has dedicated himself to developing a comprehensive knowledge of the life insurance process and how to incorporate it into dependable strategies to help people reach their goals.

In addition to final expense, Will has developed expertise in tax-advantaged retirement planning, Social Security optimization and college planning. He is the co-author of the book, “Cracking the College Financial Code”.

Will enjoys helping individuals and families with their financial planning at all stages of life, maintaining a passion for bringing honesty, clarity and education to every conversation he has with his clients. Products and price do not form lasting relationships. Listening, understanding and providing an appropriate recommendation provide the value necessary to benefit our clients and those they love.

Will enjoys spending time with his wife and three children. When time allows, he also enjoys photography and maintaining his appreciation of chemistry through cooking.

Benefit Choice Direct founder Will Alford is an expert in final expense insurance.