Kennedy believes in systems, training, and motivation.   Appreciation’s culture starts from their bright, cheery blue and green logo and carries into the “family” feel of all interactions. Recently, he changed the company's core values to "Drive, Fun, Love." And the mantra to "We help a lot of people. We create life changing wealth. We get better every day." Kennedy invests in an annual national convention, sales contests, and incentive trips. Kennedy personally conducts weekly national calls, invested in hiring a well-known author on sales coaching as the company’s President of Sales, and invested heavily in a “New Business Concierge” system that allows agents to focus on writing business while a full-time staff member handles the back-end paperwork and communicates with carriers. No other sales force in our niche provides the support to their independent agents quite like Kennedy does at Appreciation Financial. Kennedy acknowledges that reinvestment requires sacrifice in the short term, however nothing is more important than building a company that will stand the test of time and serve to provide for thousands of families.

Kennedy is hands on and continuously working on goals for the company.   He changed Appreciation Financial's core values to "Drive, Fun, Love". And the company's mantra to "We help a lot of people. We create life changing wealth. We get better every day." He formed committees (recruiting, leadership, training, sales, technology, and marketing) and assigned company leaders as committee heads. He then, ensured all of his committees were on Asana, a project management platform, so that he could be up to speed on every vital task and the status of it. On top of all this, he still has time to meet with his home office employees once a week for "Power Hour". Here, Kennedy selects an inspirational book for his staff to read and he conducts weekly discussions on the book's chapters. He also has his staff set goals, write them down, and keep him updated on the status of their goals. He generously helped many employees achieve their goals by funding tuitions, offering legal expertise services, assisting with down payments towards the purchase of a car, offering to pay for piano lessons to support an employee's dream of learning to play, and more.