Independent ICHRA expertise since the market began • Nationwide CHOICE Arrangement support
The experience behind the Choice Experience

Built by benefits experts who have lived every side of the market.

Brad and Nicole O'Neill combine more than 50 years of experience spanning health plans, national brokerages, employer consulting, benefits enrollment, market strategy and employee communications. They founded The ICHRA Shop in February 2020 to turn a complex new benefit into a practical nationwide solution.

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Two complementary perspectives

Strategy at the top. Human support at every step.

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, market builder and nationally recognized employee-benefits consultant with more than 30 years of experience changing how employers purchase and finance healthcare.

  • Founded and scaled The ICHRA Shop as a national independent advisory firm serving employers and advisors across all 50 states.
  • 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 at HUB International.
  • Helped launch Colorado HealthOP and previously developed the Roaring Fork Valley Community Health Plan, credited with approximately $23 million in employer savings.
  • Recognized by Risk & Insurance as a Top Employee Benefits Consultant.
ICHRA strategyMarket intelligenceContribution designHealthcare economicsRisk intelligence
Office: (303) 903-2054Mobile: (720) 635-2716www.ICHRA.shopNPN: 6650230 | Agency NPN: 19498452 | CA License: 0L76669
Nicole O'Neill, Co-Founder of The ICHRA Shop
Co-Founder

Nicole O'Neill

Benefits, enrollment and implementation leader with more than 20 years of experience helping employers, brokers and employees turn benefit programs into understandable decisions.

  • Co-founded The ICHRA Shop and helped build one of the market's earliest dedicated ICHRA shopping and support experiences.
  • Brings deep experience across medical, dental, life, disability, vision and voluntary benefits.
  • Former Guardian Life Benefit Advisor and Sales Representative, leading employer 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.
Employee enrollmentBenefits educationImplementationVoluntary benefitsEmployee experience
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.
Our work since 2020

Resources created for a market that was still being invented.

01

ICHRA market reports

Original analysis of rate trends, carrier competition, networks and regional opportunity.

02

Employer decision tools

Cost comparisons, affordability testing, contribution strategies and implementation roadmaps.

03

The Choice Experience

A connected journey for employer setup, benefits shopping, payment guidance and live enrollment help.

From ICHRA to CHOICE

A timeline of practical leadership

1990s-2019

Decades inside employer healthcare

Brad built employer purchasing, health-plan, brokerage and consumer-directed healthcare strategies. Nicole built benefits, account-management and employee-enrollment expertise.

FEBRUARY 2020

The ICHRA Shop launches

Brad and Nicole created a dedicated resource to help employers and brokers understand, compare and implement the new Individual Coverage HRA model.

2020-2026

A national knowledge platform develops

The team built market reports, administrator evaluations, contribution models, affordability resources, compliance support, benefit marketplaces and human enrollment services.

2026 AND BEYOND

The Choice Experience

ChoiceBenefits.ai brings employer strategy, employee shopping, AI guidance, market intelligence and real human help into one connected experience.

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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