Health Insurance Solutions: Choice Benefits for Modern Employers

Our Mission

Our mission is to assist employers in delivering modern, flexible Total Rewards benefits that provide employees with more choice while enabling organizations to control healthcare costs and simplify administration. 

Choice Benefits was designed to enhance what the ICHRA platform could become—transforming reimbursement administration into a comprehensive employee benefits platform.

The ICHRA platform has transformed how employers fund employee benefits, yet many existing solutions primarily focus on reimbursement administration.

We recognized an opportunity to create something more impactful.

Choice Benefits was developed to integrate:

• ICHRA administration

• compliance infrastructure

• AI-powered benefits navigation

• a flexible benefits marketplace

This innovative approach enables employers to implement modern Total Rewards benefits strategies while providing employees with enhanced choice in how they utilize their benefits.

Choice Benefits supports employers, brokers, and HR leaders who want to modernize their employee benefits strategy. Our ICHRA platform helps organizations: • move from traditional group plans to defined-contribution benefits • implement ICHRA and other HRA strategies • deliver more personalized Total Rewards benefits experiences • maintain predictable benefits budgets

Many ICHRA vendors focus solely on reimbursement administration. However, Choice Benefits stands out by offering a comprehensive ICHRA platform that enhances employee benefits through a broader benefits framework, which includes: • multiple HRA strategies (ICHRA, QSEHRA, HRA) • ERISA-ready compliance infrastructure • AI benefits navigation • telehealth and Direct Primary Care options • voluntary and lifestyle benefits • no-cost HSA administration through TASC. This allows employers to craft more flexible and personalized Total Rewards benefits programs.

We believe the future of employee benefits will be defined by choice, flexibility, and transparency. Choice Benefits is building the infrastructure that empowers employers to implement modern benefits strategies through our ICHRA platform, catering to today’s multi-generational workforce and enhancing Total Rewards benefits.

Choice Benefits was created by leaders in the ICHRA platform and benefits consulting industry who recognized the need for a more flexible approach to employee benefits. Our platform combines industry expertise, modern technology, and compliance infrastructure to help employers deliver enhanced Total Rewards benefits experiences. With our business relationship with The ICHRA Shop Insurance Agency, we work directly with the leading insurance carriers nationwide. 

Choice Benefits was founded by Brad O’Neill and Nicole O’Neill, experienced leaders in the employee benefits and healthcare consulting industry. Together, they bring deep expertise in ICHRA strategy, compliance infrastructure, and benefits consulting. Their focus on the ICHRA platform enhances the employee enrollment experience, combining industry knowledge with modern technology to help employers deliver better Total Rewards benefits programs.

Brad O'Neill

Co-Founder | Benefits Strategy & Innovation

Brad O'Neill has spent his career helping employers design innovative employee benefits strategies that improve flexibility while controlling costs. His focus includes leveraging the ICHRA platform to optimize benefits offerings.

His industry experience includes:

• Founding Member – HRA Council

• Recognized as a Top Benefits Consultant by Risk & Insurance

• Leadership experience with Fidelity Investments

• Extensive expertise in ICHRA strategy, benefits consulting, and employer plan design

Brad has been actively involved in shaping the future of defined-contribution health benefits and ICHRA adoption across the employer market, ensuring organizations can effectively implement Total Rewards benefits.

Nicole O'Neill

Co-Founder | Benefits Experience & Enrollment Strategy

Nicole O’Neill specializes in creating employee-focused benefits experiences that help organizations improve engagement and benefits utilization. She emphasizes the importance of understanding the comprehensive nature of employee benefits.

Her background includes:

• Certified Benefits Enrollment Specialist (CBES)

• Experience with Guardian Life Insurance

• Expertise in employee enrollment strategy, benefits education, and communication programs

Nicole focuses on ensuring employees can easily understand, choose, and use their benefits—helping organizations deliver a better overall benefits experience.

Choice Benefits combines industry expertise with modern technology to create an employee benefits platform designed for today’s employers and workforce. By integrating a comprehensive ICHRA platform with benefits strategy, compliance infrastructure, and employee-focused enrollment, Choice Benefits helps organizations deliver more flexible and effective Total Rewards benefits programs.