Services
Advice that earns its place in the work.
I work with benefits technology platforms, insurtech companies, carriers, point solutions and investors to make stronger commercial decisions in an evolving market.
How I can help
Strategy that holds up in the real market.
Every engagement is shaped around the decision in front of you. The work combines market context, commercial judgment and the practical steps needed to put a strategy into motion.
Go-to-Market Strategy
Map the white space, pressure-test the plan and enter the market with clarity.
Product Market Fit
Confirm the market will buy what you're building and what to adjust if it won't.
Channel Distribution
Identify the right partners, structure the agreements and build the sales motion.
Market Analysis
Cut through a noisy landscape to a clear picture of opportunity and competition.
Product Messaging
Build the language that makes buyers recognize themselves and makes your team easier to sell with.
Board Advisory
Bring deep benefits technology market expertise into the room when strategy or capital is on the table.
Product Commercialization
Build the pricing, packaging and partner strategy that turns a product into a business.
Investor Analysis
A clear-eyed view of market position, competitive dynamics and growth potential in benefits technology.
How this works in practice
A few examples of the work.
Carriers evaluating the market
Understanding a shifting landscape before making a strategic move.
A national voluntary benefits carrier needed to understand how technology subsidy trends were reshaping the competitive landscape before making a strategic decision. We conducted a comprehensive market study, synthesized the findings, and presented a strategic recommendation directly to the executive leadership team. The carrier left with a clear view of where the market was heading and what it meant for their product and distribution strategy.
Point solutions entering distribution
Building a distribution channel from the ground up.
A Medicare education solution needed to reach employers and employees through benefits administration platforms and ICHRA channels but had no existing partnerships and no distribution infrastructure. We designed the end-to-end partnership strategy, developed tailored messaging for each channel, built pipeline across both, negotiated and structured each partnership agreement, and managed the launch of three national distribution partnerships. We also overhauled the marketing materials and messaging to support scale across both channels.
Investors evaluating an opportunity
Independent market assessment before a potential acquisition.
A private equity firm was evaluating a potential acquisition in the benefits administration technology space and needed an independent assessment before moving forward. We conducted a rapid market study covering total addressable market, competitive landscape, product positioning, and key risks to the growth thesis. The findings gave the firm a clear, grounded view of the opportunity and the context needed to make a confident investment decision.
Operator experience
The work is informed by the roles that built it.
I bring practical growth experience from inside benefits technology, financial services and the distribution ecosystem.
Chief Growth Officer, Ideon
Led sales and marketing for a benefits data-exchange business serving platforms and carriers.
Principal Consultant & Partner, Informed Consulting
Advised benefits technology platforms, carriers and point solutions on growth strategy, market entry and distribution.
VP, Benefit Catalog, Benefitfocus
Built channel partnerships and distribution strategies connecting brokers, employers, carriers and benefit solutions.
Leadership across financial services
Experience also includes senior roles at Truist and Bank of America, grounding growth decisions in commercial reality.
Industry involvement
Co-founder of the Benefits Guidance Consortium and a member of the Advisor Collective's Solutions Provider Committee.