Todd Berkley Email and Phone Number

Developing new healthcare carrier partnerships with Fidelity's HSA and other CDH accounts.

As a leading voice in the Health Savings Account (HSA) and Consumer Directed Health (CDH) industry, HSA Consulting Services provides consulting services focused on Health Savings Account growth. We:• Help companies engage employees in the HSA experience• Assist custodians and health plans to profitably grow their existing HSA/CDH businesses• Advise companies to enter the HSA/CDH market successfully by seeking the right partners, applying regulations and training support staff• Help current and prospective HSA market participants understand market trends, legislative and regulatory developments • Provide access to helpful information about the HSA / CDH industry through our educational websites and booksWe operate the leading HSA education site, AskMrHSA.com. I purchased the site and consulting business from "Mr HSA" Roy Ramthun in 2013 and sold it back to him and Paul Verberne another HSA industry veteran in 2016 when I joined Xerox/Conduent's BenefitWallet. I remained a part-owner but did not play an active role in the consulting business while leading BenefitWallet, but now have rejoined Paul and Roy in full partnership at HSA Consulting Services. I published "The HSA Owner's Manual" in Nov 2014 with a Second Edition in 2015 and 3rd edition in 2018, to help people make the most of an HSA and it is still used as the textbook for the HSA Expert certification course.

Initially responsible for Product Strategy and Business Development of strategic partnerships to distribute Nexben's industry-leading ICHRA administration and payment services. Promoted to SVP - Sales in January 2023 and expanding into several new channels with significant partners in the TPA, HSA, ICHRA and Carrier spaces. Our patent-pending payment process allows individuals to avoid out-of-pocket reimbursement hassles and simplifies the employer role. We make ICHRA easier for everyone.

As Chief Product Officer, I am responsible for product offering, operational processes, and business development to help consumers maximize the value of their employee benefits, and save money for themselves and their employers in the process. Our CareSavings and CareRewards apps help people make better decisions at two critical times: 1) when they choose a health plan and 2) when they access health care. We help consumers "do the math" around the complex decisions when choosing a health plan so that they can put this year's decision in context of their unique health care needs today and their need to save $350,000 or more for health care costs in retirement. We also help them choose the highest-quality, most cost-effective care throughout the year and even set appointments at a local provider. For the employer, your employees will save thousands and be more satisfied with the benefits you provide. The set-up process takes only 20 minutes and can be fully implemented in less than two weeks. You simply share some links (with rewards) to your employees and HealthLucid does the rest.

Chief executive leader for Benefit Wallet division of Conduent HR Services. As one of the largest providers of tax-advantaged health accounts we:• Provide over one million Health Savings Accounts (HSAs) to individuals through health plans, brokers and and over 20,000 employers nationwide• Offer a full array of health accounts including Flexible Spending accounts (FSAs), Health Reimbursement Arrangements (HRAs), Dependent Care Accounts, Incentive Accounts, Retirement and other specialty accounts.• Help companies engage employees in the HSA experience

Chief executive leader for Benefit Wallet division of Xerox HR Services Solution. As one of the largest providers of tax-advantaged health accounts we:• Provide over one million Health Savings Accounts (HSAs) to individuals through health plans, brokers and and over 20,000 employers nationwide• Offer a full array of health accounts including Flexible Spending accounts (FSAs), Health Reimbursement Arrangements (HRAs), Dependent Care Accounts, Incentive Accounts, Retirement and other specialty accounts.• Help companies engage employees in the HSA experience

Coordinated all aspects of HSA business, manage P&L and all aspects customer experience for 850,000 HSA account holders affiliated with over 15,000 employers nationwide. Responsible for achieving annual profit targets; moved the business from post-launch turnaround to innovative industry leader. Spearheaded multi-product market analysis, identified industry trends to develop pricing strategies, drove expansion of product offerings to increase business opportunities.• Recruited to turn around this floundering business. Guided OptumHealth HSA from post-launch turnaround to industry-leading $1.7 billion balances and best-in class capabilities. Continued to grow annual revenue by 25%.• Built best-in-class HSA website based on consumer feedback.• Launched and expanded external distribution partnerships with Medica, Vanguard, Tango Health, LPL and State of Utah Insurance Exchange.• Represented industry advocacy groups at American Bankers Association and AHIP; led efforts to educate lawmakers and financial press regarding HSA benefits.• Developed industry-leading education suite to help employers engage employees in HSAs.• Implemented Health Savings Check-up to help consumers understand individual retiree health costs based on OptumInsights health data and connect to health and planning tools.

Director of Provider Central Service Unit/Claims Project Management with responsibility for tracking and resolving escalated payment issues for doctors and hospitals. Built specialized database to track issues, follow up and establish root cause.• Managed roll-out in two call centers; expanded operations from six to 135 representatives.• Addressed critical issues with providers by optimizing and expanding pilot program and rolling out nationwide within twelve months.

Managed all non-investment activities including sales, service, marketing, out-sourced operations, publications and website development for more than 20,000 active account holders. Drove sales growth and client retention; developed new distribution channels. Formulated marketing strategies and redesigned all customer publications.• Refocused strategic position, resulting in increases in sales and profit while reducing $1M incremental expense budget by 25% in first year.• Improved sales and enhanced service, reduced costs, expanded distribution, streamlined information infrastructure.

SENIOR VICE PRESIDENT - CONSUMER BANKING DIVISION (1999-2001)Responsible for organizational development strategies supporting sales and product management employees in 24 states. Managed all sales and service training, incentive plan design and administration, retention and quality efforts, national sales events and sales reporting and communication.• Delivered improvements to support Consumer Banking Division turnaround effort while reducing expenses from $14M to $11M.• Implemented two new primary incentive plans, resulting in increased quality sales and improved customer retention.• Spearheaded creation of three new customer and employee feedback mechanisms, leading to improved customer relationship growth and employee engagement.

VICE PRESIDENT - SMALL BUSINESS DEPOSIT PRODUCTS AND RETENTION (1999)Managed $4B small business deposit business and cross-product customer retention efforts. Supervised 16 employees in all aspects of daily operations. Implemented strategic pricing and profitability overhaul.• Reduced company-wide closed accounts by 10% in 1999, adding profits of $30M.VICE PRESIDENT - SAVINGS, CERTIFICATES, AND RETENTION (1995-1998)Led new cross-product retention efforts; delivered Savings and CD contribution of $350 million as part of $21B portfolio. Developed strategies and processes to improve customer service and optimize resource allocation. Coordinated retention efforts to minimize high-deposit customer loss while strengthening customer relationships. Redefined sales incentive system and introduced branch-wide retention plan.• Introduced indexed money market, increasing 8% savings balance run-off to 12% savings balance growth in one year.• Developed and implemented retention unit that doubled save rate to roughly 25% of high-value customers while dramatically improving quality of remaining relationships.• Implemented nationwide roll-out of customer care calling program that proactively identified potential client problems, improving retention and generating new sales.• Restructured product pricing, reducing run-off by 50% in national rollouts.• Created price execution, competitive comparison and forecasting models, dramatically improving financial control of product set in 67 distinct pricing markets.• Introduced innovative product and fee enhancements, resulting in higher average balances, better cross-sell, increased fee income and improved retention.