You can’t get insurance when you need it.

Most of the time, when people think about insurance, it’s with the luxury of distance. It’s a line item for tomorrow’s to-do list. It’s something you’ll look into once things settle down at work, or once the kids are older, or after you get through the next quarter.

Then something happens. Not hypothetical. Not imagined. Real.

And suddenly, the question isn't what kind of policy you need. It's whether you have one at all.

As many of you know, I used to run a restaurant. The Crazy Canuck was a place built on hustle, long hours, and a whole lot of duct tape solutions. If something broke, we fixed it. If something didn't exist, we built it. That's how small business works. We’re good at patching holes and pushing through.

But when it comes to protecting your people — your team, your family, yourself — duct tape doesn’t cut it.

In my line of work today, I often meet with founders who haven’t taken the time to set up group benefits or disability coverage. Not because they don’t care, but because they’re busy building. They're focused on keeping the lights on and the team paid. Benefits seem like a luxury, not a priority.

Until they aren’t.

There’s a harsh truth in this business: You can’t get insurance when you need it. You have to get it before. Before the accident. Before the diagnosis. Before the hospital call.

This isn’t about scare tactics. This is about being honest.

If you’re a founder, and you’ve got people counting on you — your partner, your kids, your crew — then you owe it to them to at least ask the question: If something happens to me, what happens to them?

This stuff isn’t fun. It’s not flashy. No one throws a party when they buy disability insurance. But when life takes a turn, that unsexy policy becomes the safety net that keeps the roof over your head and food on the table.

If you're a founder with a family, this isn't just business planning. It's legacy planning.

So let me say it plain: If you wait until you need it, it's already too late.

Let’s talk before then