The Dana Agency Group Benefits
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Since she was young, Dana Lucero dreamt about embarking on a Fortune 500 career. While attending Regis University, Dana also held a job at New York Life. After graduating magna cum laude, she began her career as a New York Life insurance agent. After learning the ins-and-outs of the industry over five years, Dana founded the Dana Agency.

Today, Dana works with many clients to help them navigate the complex world of employee benefits. One of her greatest joys in operating her business is in providing her clients’ employees security for themselves and the people they love. Dana has no illusions about the importance of the work that she does. “I know that every day, my clients rely on my company to provide for them in some of their most desperate times.” Dana takes that responsibility to heart, using it as fuel to motivate herself and her team to provide excellent customer service for our clients.

When she isn’t hard at work (which isn’t very often), Dana lives a very active lifestyle. Her favorite activity is to venture out into a challenge of a different kind…mountaineering! She has climbed Kilimanjaro, been to Everest Base Camp and attempted Aconcagua (getting a summit isn’t as important as the journey there). She says that these experiences will stay with her forever. The unstoppable Dana Lucero believes in pushing herself to the edge of her comfort zone and beyond. It’s how she lives her life and how she has built her company as one of the most well-respected providers of employee benefits in Colorado.

Why work with the Dana Agency?

We over-deliver.

For over 20 years the Dana Agency has been doing something that we find to be unique in our industry…we actually Do what we SAY. While this shouldn’t be such an unusual claim. Unfortunately, it is.


We have found that so many agencies out there are understaffed, uninformed and ill-equipped to actually deliver on what they promise. In our over two decades serving clients just like you, we have not once lost business due to mismanagement or unfulfilled obligations. In fact, we are routinely told that we go above and beyond; delivering more than we promise and providing the kind of client service that most people think only existed long before the age of the internet.

We provide personalized service.

Finally, one of the greatest benefits of working with us is our ability to provide clear, easily understood one-on-one explanations of the financial products and services we suggest for you. This personalized service is the hallmark of The Dana Agency’s excellent reputation in our industry. Anyone can promise you help in creating a more secure financial future, but what few agencies offer and what WE deliver on is being here to serve you in ways that go far beyond the typical agent/client relationship. Just pick up the phone and give us a call after-hours (303-989-5323) and see what happens. You’ll be pleasantly surprised!


We look forward to using our expertise and The Dana Agency philosophy of customer service to help you in pursuing your financial goals.

We are exceptionally qualified.

There is one simple reason why our qualifications are exceptional; simply stated it’s all about professionalism and experience. We have extensive personal and professional experience in this field. Holding various professional designations that put us among the most qualified in the industry. We are not only qualified and licensed to sell a wide variety of investment and insurance products, but they have been providing these services in a manner consistent with the Dana Agency philosophy of CLIENT FIRST.


We don’t believe in monthly quotas. That keeps us out of the business of “selling” product to our clients. Instead, we are in it for the long haul. We believe that developing long-lasting relationships is the only way to do business. This keeps us focused on looking months and years down the road. We build a financial management map that is all about our clients’ far reaching success, not our our own short term goals.