A better way to build employer health plans.
Health Rosetta is an ecosystem of advisors, vendors, and employers committed to fixing the broken incentives in American healthcare — one employer health plan at a time. As a Health Rosetta Certified Advisor, I help employers apply these principles to build high-performance plans that deliver better outcomes at lower cost.
What is Health Rosetta?
Health Rosetta is a certification and ecosystem founded on the belief that the U.S. healthcare system is not broken by accident — it's broken by design. Misaligned incentives, hidden fees, opaque pricing, and a lack of accountability have made employer-sponsored healthcare far more expensive than it needs to be.
Health Rosetta Certified Advisors are trained to identify and eliminate these structural problems. Rather than simply placing coverage and collecting commissions, certified advisors operate as fiduciaries — working transparently in the employer's interest, disclosing all compensation, and building plans around data and outcomes rather than carrier relationships.
The Health Rosetta framework has been adopted by hundreds of employers across the country, from small businesses to large self-funded groups, and has consistently delivered meaningful cost reductions while improving the employee experience.
Transparent, conflict-free advice
Advisors disclose all compensation — commissions, fees, overrides, and bonuses — so employers can evaluate advice without wondering about hidden incentives. Fiduciary-level transparency is the baseline, not the exception.
Data-driven plan management
High-performance plans are built on claims data, utilization analysis, and benchmarking — not carrier proposals and renewal spreadsheets. Employers who own and analyze their data make better decisions.
Primary care as the foundation
Direct Primary Care (DPC) and advanced primary care arrangements reduce ER visits, specialist referrals, and unnecessary procedures. Investing in primary care access is one of the highest-ROI moves in benefits strategy.
Pharmacy cost containment
PBM contracts are among the most opaque arrangements in healthcare. Health Rosetta advisors audit PBM agreements, eliminate spread pricing, and implement transparent pass-through models that dramatically reduce pharmacy spend.
Centers of excellence
Directing employees to high-quality, high-value providers for complex procedures — surgeries, cancer care, cardiac events — reduces complications, readmissions, and total cost of care while improving outcomes.
Employee advocacy
Employees navigating the healthcare system need real support — someone to help them find the right provider, understand their bill, and resolve disputes. Advocacy services reduce cost and improve satisfaction.
Self-funding where appropriate
Self-funded plans give employers access to their own claims data, eliminate carrier profit margins, and enable plan design flexibility that fully-insured products cannot match. The right stop-loss structure manages the risk.
Proactive, ongoing management
A high-performance health plan is not a set-it-and-forget-it product. It requires quarterly data reviews, vendor accountability, employee communication, and continuous optimization — not just an annual renewal conversation.
"Employers deserve more than a once-a-year renewal conversation."
The REBC designation is awarded by the National Association of Health Underwriters (NAHU) and represents advanced expertise in the design, implementation, and management of employee benefit programs. To earn the REBC, candidates must complete a rigorous curriculum covering group health insurance, disability income, retirement plans, and benefits law — and pass comprehensive examinations in each area.
The REBC designation signals that an advisor has gone beyond basic licensing to develop deep, tested knowledge of the full benefits landscape. For employers, it means working with someone who understands not just how to place coverage, but how to design a benefits program that serves the organization's long-term goals.
The CSFS designation is awarded by the Self-Insurance Institute of America (SIIA) and certifies specialized expertise in self-funded health plan design, stop-loss insurance, TPA relationships, and the regulatory environment governing self-insured arrangements. It is the industry's leading credential for advisors working with self-funded employers.
Self-funding is one of the most powerful tools available to mid-size and large employers — but it requires specialized knowledge to implement correctly. The CSFS designation means an advisor has the technical depth to structure stop-loss coverage, evaluate TPA contracts, manage claims data, and navigate ERISA obligations in a self-funded context.
Request a Health Rosetta Plan Grader Analysis
The Health Rosetta Plan Grader is a structured assessment of your employee benefits program against the Health Rosetta framework — evaluating your plan design, funding strategy, vendor relationships, and cost trajectory against what high-performing employers are actually doing.
You'll receive a plain-language report identifying where your plan is strong, where it's falling short, and what specific changes could move the needle.
Ready to apply these principles to your health plan?
I work with employers across Northwest Arkansas and beyond to implement Health Rosetta strategies — transparent advice, data-driven decisions, and plans built for long-term performance.
Explore the analysis
Deep dives on self-funding, PBM strategy, ACA compliance, and cost containment — written for employers who want to understand the details.