Chief Executive Officer
Chief Technology Officer
Vice President of Operations
Chief Executive Officer
Mike joined Virtual Benefits Administrator in February 2013 as the CEO. He has day-to-day operational responsibilities for all aspects of the business, full profit and loss responsibility, and the overall strategic plan development and execution for VBA.
Mike joined VBA as the CEO in February of 2013. Prior to that he was a partner in The Capital Executive Group (CEG), LLC since 2004. As part of CEG, Mike was the Executive Vice President, Office of the Chairman for Woods Equipment Company with a broad portfolio including ongoing post-acquisition operational integration, business development, and strategic planning.
Previously, Mike has held various financial, distribution, marketing, business development, and general management positions both domestically and abroad at Textron’s Jacobsen Division, Deere & Company, Case Corporation/CNH Global NV, and Ford Motor Company.
At Textron’s Jacobsen Division, as Vice President and General Manager, Mike had global business and distribution responsibilities for Jacobsen’s Commercial Grounds Care business where he managed all six product brands through four marketing and distribution channels.
Mike was Director of Agriculture Business Development at Deere & Company, based in Mannheim, Germany, where he was responsible for strategy development and mergers and acquisitions. As Manager, Logistics, Mike lead the Logistics and Tactical Supply Chain teams at Waterloo Works, Deere’s largest and most profitable factory complex.
While at Case, he worked in both the Construction Equipment and Agricultural Equipment divisions in finance, strategy, and marketing roles variously holding the positions of Director, Business Development, South America, Director, Sales & Marketing Support, N.A. Ag, Director, Financial Planning & Analysis, N.A. Construction Equipment, and Controller, Financial Planning & Analysis, N.A. Construction Equipment.
At Ford Motor Company, Mike was part of the Financial Analysis and Planning Team in Car Product Development.
Mike earned his BA from the University of Northern Iowa and his MBA from Pennsylvania State University. Mike is also a graduate of Wharton’s Executive Management Program and Northwestern’s Kellogg School of Business Mergers and Acquisition Program. From 2005 through 2007 Mike served on the Board of Directors of the Association of Equipment Manufacturers, an industry trade organization.
Outside of work, Mike is an avid marathon runner and cyclist, having completed over nearly 20 marathons to date. He has also recently qualified for the Boston Marathon. In addition to marathon running, Mike cycles and has his eyes set on biking across the US. For a warm up he biked across Iowa and Wisconsin this past summer. Mike has two college-age children that are also involved in sports, in addition to academics.
Mike is active in charity events, including fundraising for the Susan G. Komen Foundation, Children’s Hospital, and the Cystic Fibrosis Foundation through some of his marathon events. Mike also enjoys raising two great children, as well as golf, hunting, movies and attending any sporting events in which his children are participating.
Tom Witter is the President of Virtual Benefits Administrator and is responsible for new business development and strategy and is also actively involved in vendor and strategy partner relations, compliance, and other aspects of the business.
Tom is one of the original partners of Keylink Holdings, LLC (KLH), which is the parent company of Virtual Benefits Administrator. At the time, KLH included both Visual Claims software and a full-service Medical TPA.
Prior to the acquisition, Tom was with Stein Health Services for 16 years in a number of roles and companies. At Stein Optical, a market-leading regional vision chain, Tom was Vice President of Marketing and Advertising. He was also President of their medical supplies catalog, American Ostomy Supply. Tom was also President of Vision Insurance Plan of America, a wellness vision plan.
Tom’s background and experience includes the planning, managing and execution of marketing, advertising, operations, budgeting, underwriting, and finance in companies related to healthcare and benefits.
At KLH in 2005, Tom initially had responsibility for all aspects of both the TPA division and the software division. He led the rebranding of both companies to Conservent Benefit Plan Administrators and Virtual Benefits Administrator . He also initiated the creation, branding, and patent application for Real-Time Claims Payment (RTCP).
As President of Vision Insurance Plan of America, Tom was responsible for all underwriting, operations, finance, and marketing activities. Revenues increased an average of 75% per year during his seven years with the company.
At Stein Optical, Tom was Vice President of Advertising and managed an in-house ad agency with a $1M ad budget. He performed all creative activities, media placement, and broadcast production for print and broadcast. During his time in this position, Stein Optical was the market leader in their ADI with double the market share of the nearest competitor, Lens Crafters.
As President of American Ostomy Supply, Tom was responsible for Marketing, Advertising, Sales Forecasting, and Operations. Tom performed all creative and media placement of space ads, direct mail, and package inserts. In his 5 years the company averaged over 40% annual growth and became one of the three leading consumer catalogs in its market until it was sold.
Tom attended Milwaukee Area Technical College and the University of Wisconsin in Milwaukee.
Outside of work, Tom enjoys giving back to the community and has been an active volunteer for numerous causes including Catholic Charities of the Archdiocese of Milwaukee, WI Board of Trustees and Milwaukee Regional Board, Wiscraft Industries for the Blind, Board of Directors, St. Joseph’s Congregation, Wauwatosa, WI, Parish Council, Long Range Planning Committee, Stewardship Committee, and Communication Committee. He was also a member of the Planning Commission and Parks Commission for the City of Wauwatosa, WI.
Tom values family and friends above all else. Tom and his wife, Dana, have a second home on the Wisconsin River in Nekoosa, where they both enjoy spending as much time as possible. They have four adult sons. For recreation, Tom enjoys fishing, hunting, and playing chess. He also owns four guitars and can play them all. His favorite line is from a song written by the well-known composer, Tom Witter: "Live each moment you have as if it is your last for if it is, you will know your story ended well."
Chief Technology Officer
Rich joined the original KeyLink Solutions in 2001 as a software developer for the Visual Claims application and now serves as the CTO responsible for architecture decisions, technology growth and product strategy of all VBA systems.
Rich began his career with the US Air Force in 1995 where he earned the Honor Graduate commendation which is awarded to only 7% of basic training graduates. After basic he was stationed in Biloxi MS where he received his initial training in software development and design at the AETC (Air Education Training Center). Once assigned to his permanent duty station, he became Team Lead for the maintenance and development of several critical systems including PDOS (Publishing and Distribution), RIMS (Records Management) and RAMS (Reprographics Automation).
Upon honorably exiting the Air Force in 1999, he took a role with GlyThor Consulting where he developed inventory tracking systems and websites for several clients. It was during this time, as a consultant for GlyThor, that he was awarded a contract with American Whole Health Networks (AWHN). This was the start of his career in healthcare software development. While at AWHN Rich designed and developed a Provider Network application used for the credentialing of Doctors and Physicians according to NCQA requirements.
In early 2001, he left AWHN for a software developer position at Keylink Solutions and by 2004 Rich was promoted to the Director of Product Development where he was responsible for the architecture, design and development of their in-house application, Visual Claims. Over the next several years Rich grew the core functionality of the Visual Claims application, which primarily focused on medical administration, to include a fully functioning Life & Disability system.
In 2009, Rich completed development of the next generation software solution, VBA. It was at this time when Rich became a partner and owner of VBA. Over the next several years Rich would be responsible for the development of a robust Flex administration platform, process automation, offline remote perpetual adjudication and real-time claims payment, all while VBA experienced tremendous growth.
In 2013, a new leadership team was formed and Rich was promoted to CTO where he would be responsible for identifying the company’s technology stack and roadmap for both VBA and VBAGateway. In this role he has continued to oversee the growth of the core products (VBA and VBAGateway) while working with the Microsoft Azure team on developing a new services platform that will continue VBA’s role as a technology leader in the healthcare space.
Rich is an avid gamer, developer and sports fan. He frequently plays basketball and during his time in the military was selected to the SEMAC (Southeaster Military Athletic Conference) All-Star team in 1993 and 1994. Rich has also been a basketball coach for a number of 7th and 8th grade boys teams for both public and private schools over the years. Rich’s father was a lifer in the military so Rich has lived all over the United States as well as parts of Europe. Rich has been married for 21 years and has a son. Rich’s wife is a counselor and focuses her practice on helping those with drug addictions and at-risk teenagers. His son loves to play video games and is a fantastic artist. Rich and his family are animal lovers and currently have 2 large English Mastiffs, 3 cats and a number of small animals.
Vice President of Operations
Rachel became Director of Operations in 2013 after joining VBA as a Business Analyst 5 years prior. Her TPA administration functions have included plan design and claims processing, provider pricing and maintenance, and stop loss processing.
As Director of Operations, she brings a wealth of end-user knowledge and expertise, which is critical to building strong customer service relationships ensuring that our software product consistently meets and exceeds customer expectations.
Leading up to her position at VBA, Rachel has held various roles at different companies related to claims processing and customer care.
At Conservent Benefit Plan Administrators (formerly Keylink Solutions), Rachel had a variety of increasing responsibilities that included claims examiner, provider/reporter specialist, and overseeing customer service and quality assurance. Rachel also organized and developed plans, maintained client implementations and sales presentations, then became Director of Operations before transitioning to VBA.
Prior to working at Conservent (now VBA), Rachel was with Allen-Edmonds Shoe Corporation working in international shipping and customer service. She also opened and served as Assistant Manager for the Orlando retail location.
Rachel attended Milwaukee Area Technical College where she earned her medical billing certificate in 2007.
Outside of work, Rachel enjoys spending time with her husband, Ryan and their two children. Her greatest joy comes in watching her children play soccer, attending their school events and watching them grow. She spends a lot of time with her family and friends either having dinners, attending events, or sitting by the campfire. She loves to have people around her to share life with and laugh with.
Rachel is active in her church organization and school activities in the community. She volunteers her time in the community with events like the annual Open House and Pancake Breakfast for the Fire Department in Port Washington, WI.