Independent ICHRA expertise since the market began • Nationwide CHOICE Arrangement support
BENEFITS INTELLIGENCE. CONNECTED EXECUTION.

Independent expertise.
One connected benefits ecosystem.

CHOICEBenefits.ai brings market intelligence, funding comparison, benefit design and employee support into a coordinated system. Built on The ICHRA Shop’s national advisory experience, it helps employers and brokers assemble the right mix of coverage, accounts, administration and care options.

Work with our teamLearn About CHOICE Plans

Leadership

Brad O'Neill, Co-Founder and Managing Partner of The ICHRA Shop
Co-Founder & Managing Partner

Brad O'Neill

The ICHRA Shop Insurance Agency

Healthcare strategist and nationally recognized employee-benefits consultant with more than 30 years across community health plans, brokerage leadership and employer healthcare markets. Brad connects population insight, provider access and funding strategy to practical employer decisions.

  • Founded and scaled The ICHRA Shop as a national independent advisory firm serving employers and advisors across all 50 states.
  • Founding member of the HRA Council, helping advance the national growth, education and adoption of Individual Coverage Health Reimbursement Arrangements.
  • Built proprietary ICHRA market intelligence covering carrier participation, rates, networks, affordability and employer opportunity.
  • Former Western Market Leader for Healthcare at Fidelity Investments and Senior Vice President and team leader at HUB International, with experience as a multimillion-dollar benefits producer.
  • Developed the Roaring Fork Valley Community Health Plan, connecting local employers and healthcare partners around community needs.
  • Served on the leadership team of Colorado HealthOP, a nonprofit, consumer-governed health insurance CO-OP launched with a $69.4 million federal loan award in 2012.
  • Recognized by Risk & Insurance as a Top Employee Benefits Consultant.
Office: (303) 903-2054Brad@ichra.shopwww.ICHRA.shopNPN: 6650230 | Agency NPN: 19498452 | CA License: 0L76669
Nicole O'Neill, Co-Founder of The ICHRA Shop
Co-Founder

Nicole O'Neill

Employee-benefits leader with more than 20 years of experience in voluntary benefits, self-funded medical plans and employer relationships. Nicole connects benefit design with education, enrollment and implementation, helping employers build a complete program and employees understand how to use it.

  • Co-founded The ICHRA Shop and helped shape its benefits, implementation and employee-support model from the beginning.
  • Brings deep experience in self-funded medical plans and voluntary benefits, including dental, vision, life, disability and supplemental protection.
  • Former Guardian Life Benefit Advisor and Client Executive, leading employer relationships, benefits education and employee enrollment strategy.
  • Former Assurant Employee Benefits Account Manager supporting brokers, policyholders, renewals and onsite enrollment.
  • Combines benefits knowledge with communications and engagement experience developed at The Coca-Cola Company.
THE ROARING FORK VALLEY COMMUNITY HEALTH PLAN

It started in Aspen—with a community healthcare problem.

In a valley of roughly 45,000 people, seven chambers of commerce and a world-famous ski destination, healthcare was a shared challenge. Local employers needed workable coverage. Residents needed access to care. A seasonal tourism economy made the usual benefits approach a difficult fit.

The Roaring Fork Valley Community Health Plan brought employers, chambers, providers and insurance partners into the same conversation. The work connected local population and cost analysis with community plan and network design—giving businesses a way to address healthcare together.

“Healthcare cannot be solved nationally with one answer. But communities can work together to do it better.”Brad O’Neill
2002

Community healthcare in Aspen

The Roaring Fork Valley Community Health Plan connected local population and cost analysis with employer, provider and insurance collaboration.

2020

The ICHRA Shop launches

Founded in February 2020 to compare administrators and help employers and brokers implement Individual Coverage HRAs.

2021–2022

Decision support and distribution

Expanded ICHRA decision support, platform distribution relationships and broker support; added a TASC reseller partnership.

2023–2024

Market intelligence and integrated services

Developed market reports and nationwide carrier relationships, expanded larger-employer consulting and integrated partner services, and introduced JANET for service support.

2025

CHOICEBenefits.ai launches

Brought ICHRA and voluntary benefits together with employer strategy, benefits shopping and employee support.

2026

Intelligence becomes actionable

Expanded predictive risk intelligence and funding comparisons across group, level/self-funded and ICHRA strategies, connecting findings to benefit design and care options.

What makes us different

We do more than administer an account.

Our work connects strategy, market data, contribution design, compliance, benefits shopping and live employee help. That full-market perspective is what turns an ICHRA - now described as a CHOICE Arrangement - into a benefit employees can understand and employers can manage.

Independent platform guidanceWe evaluate administrator capabilities and help employers and brokers select the right fit.
National market intelligenceWe study individual-market pricing, carriers, networks, geography and affordability.
Employer financial strategyWe model defined contributions, classes, family funding and current-versus-proposed cost.
Human enrollment supportWe pair technology with education, group meetings and individual guidance.
The intelligence inside Choice Benefits

Meet JANET™.

JANET™ stands for Justified Analytics, Navigation, Economics & Transparency. Your AI Benefits Intelligence Advisor. JANET organizes available information, surfaces signals, compares scenarios and helps employers and brokers ask better questions before making benefits decisions.

JANET™Your AI Benefits Intelligence Advisor.Ask JANET™JANET does not diagnose medical conditions or replace the broker, consultant, underwriter, actuary, carrier or employer decision-maker.
INTELLIGENCE INTO PRACTICE

Resources that strengthen the next decision.

MARKET INTELLIGENCE

Understand the market.

Explore rates, networks, carrier participation and geographic opportunity.

Explore market intelligence →DECISION SUPPORT

Compare the strategy.

Model contributions, affordability and household coverage options.

Open benefits tools →EMPLOYEE EXPERIENCE

Put benefits to work.

Connect plan shopping, voluntary benefits and licensed enrollment support.

Explore benefits shopping →
Put the experience to work

Bring us the census, current cost and the goal.

We will help turn the information into a contribution strategy and a clear employer decision.

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