Executive Leadership Team
"I’m convinced that about half of what separates the successful entrepreneurs from the non-successful ones is pure perseverance." – Steve Jobs
Michael Clayton
President & CEO
Joined VBA: 2013
Professional History
Mike joined VBA as the CEO and 12th employee in February 2013. Today, VBA has over 125 employees and continues to grow rapidly. Mike has day-to-day operational responsibilities for all aspects of the business, full profit and loss responsibility, and leads the overall strategic plan development and execution for VBA. Mike was elected to the VBA Board of Directors in 2020.
Prior to joining VBA, Mike was a partner in The Capital Executive Group (CEG), LLC. As part of CEG, Mike was the Executive Vice President, Office of the Chairman for Woods Equipment Company with a broad set of responsibilities including ongoing post-acquisition operational integration, business development and strategic planning.
Previously, Mike held various positions in finance, distribution, marketing, business development, and general management, both domestically and abroad. His prior employers include well-regarded companies such as at Textron’s Jacobsen Division, Deere & Company (Germany), Case Corporation/CNH Global NV, and Ford Motor Company.
Mike earned his bachelor’s degree from the University of Northern Iowa and his MBA from Pennsylvania State University. He is also a graduate of Wharton’s Executive Management Program and Northwestern’s Kellogg School of Business Mergers and Acquisition Program.
Mike is a respected leader in the industry and currently serves on the VBA Board of Directors and the Board of Directors for the Health Care Administrators Association (HCAA).
Personal History
Mike is an avid marathon runner, having completed over 20 marathons to date including Chicago (14x), Boston (2x) and New York City. He is also passionate about cycling. Each summer, Mike bikes across the State of Iowa in an event known as RAGBRAI and a one-day event (235 miles) across Wisconsin called RAW. Mike has his eyes set on biking across the U.S.
Mike is active in multiple charity events and organizations, including fundraising for the American Red Cross, Susan G. Komen Foundation, Children’s Hospital, and the Cystic Fibrosis Foundation through some of his marathon and biking events. Mike also enjoys spending time with his two great children, hunting, watching movies, woodworking, and cooking.
Joe Richlen
Chief Revenue Officer
Joined VBA: 2024
Professional History
Joe joined VBA in 2024 as the Chief Revenue Officer. He is responsible for demonstrating the value proposition of VBA solutions in the market and achieving the company’s strategic growth objectives. He oversees the sales, marketing and account management functions.
Joe brings over 20 years of experience in sales leadership to this role. Prior to joining VBA, he served as the Vice President of Sales for ONE, a financial technology company. He also led the sales division at Mineral, formerly ThinkHR, where he played a pivotal role in turning around the company’s financial trajectory and growing it eightfold. Joe was also a national sales consultant at Wisconsin-based Zywave during the company’s rapid growth phase.
Through his leadership, Joe has helped technology companies grow revenue, drive sales and foster team collaboration. He has also led significant strategic transformations and rebranding initiatives.
Joe earned a bachelor’s degree in psychology from the University of Wisconsin – Milwaukee.
Personal History
Outside of work, Joe enjoys hiking and watching movies with his pugs. He is constantly in search of the perfect slice of pizza.
"If it excites you and scares you at the same time, it probably means you should do it." ― Unknown
Kelly Wiza
Senior Vice President, Product Experience
Joined VBA: 2023
Professional History
Kelly joined VBA in October of 2023 as the Senior Vice President of Product Experience. In this role, she is responsible for overseeing the strategy, planning and development of VBA’s solutions from initial concept through launch and beyond. She works closely with the development, operations, sales and marketing teams to ensure a cohesive product strategy.
Prior to joining VBA, Kelly was the Senior Director of Product Operations at Applied Systems, Inc. In that role, she oversaw the development and ongoing management of product-related processes and tools in an effort to develop better cross-functional organizational alignment with the go-to-market teams and achieve the company’s strategic goals.
Kelly brings over 20 years of experience across a variety of operational functions in organizations that support the healthcare and insurance industries, including provider network management, software product management, implementation and design.
Kelly earned a bachelor’s degree in communication from St. Norbert College and a master’s degree in health care services from Cardinal Stritch University. She is also Pragmatic Marketing certified.
Personal Interests
In her free time, Kelly enjoys spending time with her husband and three daughters. She can often be found in the cheering section at her youngest daughter’s volleyball games. Kelly likes to travel and Door County, Wisconsin is one of her favorite places to visit.
Maggie Lecher
Chief of Staff
Joined VBA: 2024
Professional Information
Maggie joined VBA in March 2024 as the Chief of Staff. In this role, she is focused on VBA’s strategic planning, operational cadence, and cross-functional projects to ensure alignment and execution of the company’s goals and objectives. Her responsibilities include advising on communication strategies, managing high-value initiatives, and providing insights to enhance organizational effectiveness.
Maggie brings a wealth of experience in finance and business strategy to her role. Prior to joining VBA, Maggie was the Vice President of Finance at Datassential. She has also provided financial expertise and operational guidance as the Manager of Financial Planning and Analysis at Connecture and as a Financial Analyst for Kohls department stores.
Maggie holds a bachelor’s degree in business administration from the University of Wisconsin – Madison, where she majored in finance, investment and banking, and real estate.
Personal Information
Outside of work, Maggie enjoys spending time with her family and friends, going on walks with her dog, and trying out new restaurants in the Milwaukee area with her husband, Mike.
"The significant problems we face today cannot be solved at the same level of thinking we were at when we created them." Albert Einstein
Michelle Bounce
Senior Vice President of Business Transformation
Joined VBA: 2024
Professional Information
Michelle joined VBA in October 2024 as the Senior Vice President of Business Transformation. In this role, she is focused on VBA’s pre-sale project planning and scoping to enhance VBA’s customer engagement strategies. Her responsibilities include leading pre-sale project planning and scoping activities, collaborating with the Sales team, and developing detailed project plans to align customer needs with VBA Solution capabilities.
Prior to joining VBA, Michelle served as the President of JP Farley Corporation, where she remained focused on driving operational excellence in the company and the industry. She currently serves as a member of the Board of Directors for the Health Care Administrators Association (HCAA) and has been a transformative leader in the healthcare industry. Her dedication to transparency, cost-effectiveness, and improving healthcare outcomes aligns perfectly with VBA’s mission to deliver innovative and client-focused solutions.
During her 18-year career in the TPA space, Michelle gained firsthand working knowledge in vendor relations, plan building, claim and eligibility processing, accounting, account management, and reporting. Michelle began working in VBA as a client in 2011 and credits it for both changing her career trajectory and fueling her desire to improve the way that healthcare is administered.
Personal Information
Outside of work, Michelle is an avid reader of any genre and has never met a book she did not like. She loves hanging out with her dogs and is a regular angel donor for animals in need of care.
Rich Pierce
Chief Technology Officer
Joined VBA: 2001
Professional History
Rich began his career with the US Air Force in 1995 where he earned the Honor Graduate commendation during basic training, a recognition only awarded to 7 percent of graduates. After basic training, he was stationed in Biloxi, MS, where he received his initial training in software development and design at the Air Education Training Center (AETC).
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. While at AWHN, Rich entered the healthcare space when he designed and developed a provider network application for the credentialing of physicians according to NCQA requirements.
In early 2001, Rich left AWHN for a software developer position at KeyLink Solutions, a third-party administrator and a sister company of what would eventually become VBA. He quickly advanced in the organization while continuing to grow the core functionality of the claims administration application. In 2009, Rich completed development of the next-generation software solution, VBASoftware, and became a partner and owner in VBA.
Over the next several years, he would be responsible for the development of a robust flex administration platform, process automation, offline remote perpetual adjudication and real-time claims payment, and VBA has experienced tremendous growth as a result of these efforts.
In 2013, a new leadership team was formed, and Rich was promoted to Chief Technology Officer. In this role, he has continued to oversee the growth of the core products while working with AWS on developing a new services platform that will continue VBA’s role as a technology leader in the healthcare space for years to come.
Personal History
Rich’s hobbies include watching NBA Basketball, playing hoops, video games and movies!
"Leadership is not about being the best. It's about making everyone else better." - Jack Welch
Scott Topper
Senior Vice President of Professional Services and Client Experience
Joined VBA: 2024
Professional History
Scott joined VBA in February of 2024 as the Senior Vice President of Professional Services and Client Experience. He is responsible for overseeing the strategy and execution of all client-facing and operational functions at VBA, including implementation, training, support, and integration services.
Prior to joining VBA, Scott was the Global Vice President of Customer Solutions at Snapsheet, an enterprise SaaS vendor in the property and casualty insurance space. In that role, he was responsible for the strategy, implementation, pre-sales, and channel partnerships functions. He built and scaled SaaS implementation and service delivery models and established the company’s first pre-sales and channel partnership functions.
Before Snapsheet, Scott spent six years as a management consultant at PwC, where he led cross-functional project teams in the strategy and delivery of enterprise software, new operating models, and innovative client experience initiatives for Fortune 500 companies.
Scott brings over 15 years of experience leading global teams in program and project management, strategy, professional services, SaaS-based implementations, and client service. Scott has consistently demonstrated his capability to scale programs and teams, optimize processes, and foster environments of collaboration and growth.
Scott earned his bachelor’s degree in psychology from the University of Michigan and an MBA in strategy and finance from the Michigan Ross School of Business.
Personal Interests
In his free time, Scott enjoys spending time with his family, including cheering on his daughters in various extracurricular activities and playing with his family’s two dogs. He also enjoys working out, listening to podcasts, and rooting for his favorite Chicago and Michigan sports teams.
Leadership Team
“We cannot solve our problems with the same thinking we used when we created them.” – Albert Einstein
Alyssa Thompson
Director of Revenue Operations
Joined VBA: 2024
Professional History
Alyssa joined VBA in February of 2024 as the Director of Revenue Operations. In this role, she is responsible for enhancing operational efficiency, maximizing growth, and implementing best practice solutions. She works closely with multiple facets of the business, driving alignment and collaboration through the finance, marketing and revenue teams.
Alyssa brings over 10 years of experience in revenue operations to this role. Prior to joining VBA, Alyssa served as a senior consultant at SilentBoost Consulting Group where she partnered with multiple executive teams to drive strategic initiatives and implement solutions for sustainable growth and scalability. Her experience includes engineering and enhancing Salesforce.com instances for multiple clients, as well as evaluations and implementations for quote-to-cash, sales enablement, finance and marketing tools.
Alyssa earned a bachelor’s degree in business administration from Alverno College. She is also certified as a Salesforce.com Administrator.
Personal Interests
In her free time, Alyssa enjoys spending time with her husband and daughter. As a family, they enjoy exploring local events, spending time outdoors and watching movies.
Dave Ostrenga
Director of Data Services
Joined VBA: 2018
Professional History
Dave graduated from the University of Wisconsin-Madison and afterward spent time in the financial industry, first as a banker and then developing and maintaining data processes. He began working with healthcare and insurance data upon joining DentaQuest as an Information Analyst. After moving into a leadership role and taking ownership of client relationships, Dave gained experience in every aspect of the data process life cycle, from requirements gathering to development to maintenance of production processes.
Dave then took on a Software Architect role at Trisept Solutions. There, his focus was leading business process improvements, reporting and analytics.
With a desire to return to healthcare data, Dave joined VBA as an EDI Developer. He took on leadership responsibilities as a Senior EDI Developer and served as the Manager of Data Solutions prior to moving into his current role as Director of Data Services.
Personal History
Dave spends his time outside of work with his wife, son and daughter. The family is very sports-oriented, and the kids are involved in baseball, soccer, basketball, tennis and taekwondo. A longtime amateur baseball player, Dave has since retired to focus on coaching youth baseball.
David Clark
Director of Integration Services
Joined VBA: 2017
Professional History
David graduated from the University of Wisconsin-Madison in 2002. He first began working in the insurance and claims industry after joining Navigant Consulting in 2004 with a primary focus on servicing long-tail claims in the international market.
After leaving Navigant Consulting, David joined DentaQuest in 2009 where he started on the Member Enrollment team responsible for healthcare data exchanges and system conversions. He later became a Member Enrollment Supervisor, overseeing a team of analysts responsible for maintaining the enrollment of over 20 million lives. David spent his remaining years at DentaQuest as Executive Director of Client Services, managing a variety of dental and vision services for Medicaid and Medicare benefits around the country.
David joined VBA in 2017 as a Data Integration Analyst and was promoted to Director of Integration Services in 2019.
Personal History
Outside of work, David spends his free time with his wife and two young boys. They enjoy watching any Wisconsin sporting event and boating in lake country around the Milwaukee area. He also enjoys music and plays a variety of instruments in bands that perform throughout the Milwaukee and Chicago areas.
Erin Zimmer
Director of PMO & Strategic Transformation
Joined VBA: 2024
Professional Information
Erin joined VBA in 2024 as the Director of PMO and Strategic Transformation. She is responsible for driving strategic change management within the Professional Services and Client Experience organization, maintaining PMO best practices, ensuring the successful delivery of projects, and upscaling our people and processes.
Erin brings an expansive and diverse background that spans software development consulting to senior leadership roles within professional services, strategic programs, sales operations, and M&A integration initiatives. Her strengths include helping companies increase operating leverage and scalability via business process assessment and re-engineering.
Prior to joining VBA, Erin was the Program Director of Strategy and Operations with Silent Boost Consulting Group. In that role, she partnered with clients on transformational change initiatives to support their growth objectives. She delivered operational efficiencies through data-driven decision-making, cultivating high-performance teams, and effective execution strategy. Erin previously held vice president positions at two Milwaukee-based software firms: Zywave, a provider of solutions for insurance brokers, and Advicent Solutions, a leading provider of financial planning software solutions.
Erin earned a master of business administration degree from Marquette University and a bachelor of business degree from the University of Wisconsin–Whitwater in management computer systems.
Personal Information
In her free time, Erin enjoys spending time with her husband and three sons, often at sporting events or at the lake, walking her dog, Ozzy, and traveling with friends.
Joel Parker
Vice President of Information Technology
Joined VBA: 2017
Professional History
Joel joined VBA in April of 2017 as the Director of Information Technology and was promoted to Vice President of Information Technology in November 2022. In this role, he is responsible for the strategic direction of VBA’s information systems, identifying and recommending new technologies, managing information programming, running systems analyses and approving the use of hardware and software services.
Joel is also responsible for monitoring progress on development projects, ensuring the reliability of computerized information systems, preparing new projects and programming staff requirements. Joel is also responsible for balancing the IT budget and staying on top of technological advances with a focus on security and compliance.
Joel began his IT career as a Programmer/Analyst for American Whole Health Networks before moving on as a Senior Application Developer and joining Marshall, Swift & Boeckh. In 2006, Joel moved on to Doral Dental where he was the Application Development Team Lead. During this time, Joel ran the team’s enterprise claim administration system.
Before joining VBA in 2017, Joel was Director of Enterprise Architecture at DentaQuest where he was responsible for all technical architectures of all enterprise systems.
Personal History
Aside from being a technologist, Joel has a passion for pretty much anything that has an engine. His first job as an adult was as a Toyota mechanic. Joel loves to diagnosis problems, take things apart and fix them. He spent seven years as an ASE-Certified Master Mechanic before going back to school and learning about computer programming. When he is not working with application code during the day, you will probably catch him in the garage with a wrench in his hand. Joel enjoys ATVs, snowmobiles and sports cars.
Outside of motorsports, his passions include camping, traveling, watching the Green Bay Packers and NASCAR and spending time with his Bernese Mountain Dog, Duke.
Matt Salerno
Director of Architecture
Joined VBA: 2021
Professional History
Matt joined VBA in January of 2021 as a Software Architect and was promoted to Director of Architecture in 2024. In this role, he leads the architecture team in driving technological advancements and implementing strategic upgrades. He is responsible for architecting cloud solutions to provide a secure, scalable, and reliable framework for VBA products.
Prior to joining VBA, Matt was the chief technology officer and co-founder at Org Analytix where he developed a multi-tenant cloud-based SaaS tool leveraging artificial intelligence and machine learning for organizational insights. He also served as a computer programmer in the U.S. Air Force and served as a commissioned officer in military intelligence for the U.S. Army. After his military service, Matt continued to build his career in information technology, holding key positions at Oracle, U.S. Intelligence Agencies, and other notable organizations, specializing in software architecture, cloud engineering, and AI-driven solutions.
Matt’s diverse experiences contribute to a comprehensive approach to problem-solving, leadership, and delivering high-quality software solutions that benefit VBA’s clients and operations. Matt is an essential contributor to VBA’s technological advancements. He was the driving force behind VBAPI, which is an API-as-a-product offering that comprises over 4,000 APIs.
Matt earned his bachelor’s degree in computer science with a minor in artificial intelligence from Troy University. He also holds a Security+ certification.
Personal Interests
When he is away from work, Matt enjoys family trips to the beach with his wife and two children. He also enjoys cheering on his kids at their sporting events and taking walks with the family’s two dogs. Matt is passionate about maintaining an active lifestyle through CrossFit and martial arts. These hobbies not only help him stay fit but also provide a great way to relieve stress and keep his mind sharp.
“The one constant is you have to work hard because luck might open a window or a door, but it’s the hard work and the preparation that allows you to walk through it.” – Joe Kudla
Megan Connington
Director of Strategic Programs
Joined VBA: 2023
Professional Information
Megan joined VBA in October of 2023 as the Director of Strategic Programs. In this role, Megan oversees the planning and execution of key initiatives aligned with VBA’s long-term vision. She works cross-functionally within the organization to drive innovation and efficiency, championing the organization’s journey towards growth and sustained success.
Megan brings a wealth of experience leading high-priority initiatives and developing data-supported insights to propose solutions and guide executive decision making. Prior to joining VBA, Megan was the Director of Business Operations at Enlivant, one of the nation’s largest owners and operators of senior living communities. Megan led companywide initiatives and provided strategic partnership to the divisional SVP of Operations to drive operational excellence and achieve key desired results.
Megan graduated from the Indiana University Kelley School of Business with a bachelor’s degree in economic consulting and marketing with a co-major in sustainable business.
Personal Information
Outside of work, you can find Megan at a fitness class or indulging in a thriller novel. She also loves to spend time with her husband and English Mastiff puppy, Mabel. Together they love to try new food, explore locally in the Milwaukee-land area, travel globally, get outside and be active and get hooked on bingeworthy Netflix series.
Molly Watts
Director of Business Development
Joined VBA: 2024
Professional Information
Molly joined VBA in March 2024 as the Director of Business Development. She is responsible for increasing company revenue by identifying and developing new business opportunities as well as expanding brand presence.
Molly brings 10 years of experience in SaaS based selling within the healthcare sector. Before joining VBA, she served as the Sales and Marketing Executive for a value-based pharmacy platform. Prior to that, Molly honed her skills as a manager, overseeing inside sales teams in healthcare compliance and health insurance software companies.
Throughout her career, Molly has demonstrated the ability to implement strategic processes and best practices, resulting in the successful leadership of inside sales teams and substantial contributions to revenue expansion.
Molly holds a bachelor’s degree in business administration/ marketing from Carroll University.
Personal Information
Outside of work, Molly is busy with her three young children, playing outside and supporting their hobbies. She is also passionate about health and fitness.
Peter Verbeten
Director of Enterprise Solutions
Joined VBA: 2015
Professional History
Peter joined VBA in June of 2015 as a Business Analyst. He directed the Support Team from July of 2019 to December of 2020, and then served as the Manager of Quality Assurance. He was promoted to Director of Product Experience in 2022 and transitioned to the role of Director of Enterprise Solutions in 2023.
Peter’s previous experience being a VBA product expert and training VBA clients has prepared him to lead others into VBA’s future. He shares VBA’s commitment to the highest level of quality for its products. He is passionate about providing a quality user experience, and Peter looks forward to the future of automation in this space.
Peter graduated from the University of Wisconsin-Eau Claire in 2012. He began his career at Zywave as a Database Analyst and eventually an Implementation Consultant. This is where Peter learned about agile development and the benefits software space. He moved on to Rexnord, where he started as a Business Analyst. He learned the basis of requirements gathering in this role.
Personal History
Peter spends much of his free time with his three daughters building lasting memories. His personal time is split between woodworking, gardening, golfing, and being with friends.
Rachel Cell
Director of Client Solutions
Joined VBA: 2021
Professional History
Rachel joined VBA in November 2021 as a Solution Consultant. She was promoted to Manager of Business Services – Solutions in 2022 and was promoted to Director of Client Solutions in May 2023. She is responsible for ensuring our clients have a positive experience from implementation through ongoing support. The Solution Consultants and Customer Support teams report to Rachel.
Her career spans over 20 years in third-party administration. Prior to joining VBA, she was the Vice President of Technical Operations at Benefit Management, LLC. In that position, Rachel led the information technology and operations support teams with a focus on implementing new business while also streamlining processes to maximize business efficiency and profitability.
Personal History
Outside of work, Rachel spends her time with her husband, son, daughter, dog and many roaming farm cats. She enjoys cheering her kids on in sports, watching reality TV shows, and improving her talent of juggling.
Rob Lindbloom
Vice President of Integration Services
Joined VBA: 2017
Professional History
Rob graduated from the University of Wisconsin-Milwaukee and began his career as a Data Integrity Coordinator for Manpower Group where he began to develop his love and appreciation of data’s role in different companies. Rob moved on to DentaQuest, where he started as an Information Analyst. The fundamentals of data analysis he learned in this role still has an impact on his day-to-day.
From the analyst role, Rob began development work and moved into a leadership role. He owned the relationships between DentaQuest and its clients for all their data interfaces. Rob transitioned to a supervisor role and finally spent his last two years at DentaQuest as a Manager of Client Data, leading a team of 10 business analysts.
The management role at DentaQuest opened the opportunity to take on a role with VBA as Director of Data Services in January 2017. Rob is utilizing his experience by helping to optimize VBA’s team structure and processes to ensure the highest level of quality, accuracy and speed in data interfaces as our Vice President of Integration Services.
Personal History
Rob’s free time is spent with his family. He has five young daughters and an amazing wife. Rob’s family is full of movie buffs who love splitting their vacations between visiting out-of-state family and trips to Disney.
Shawn Mann
Director of Application Services
Joined VBA: 2013
Professional History
Shawn joined VBA in 2013 as a software developer on VBAGateway and now serves as the company’s Director of Application Services.
Shawn has over 20 years of software development experience, specializing in web applications. Prior to joining VBA, Shawn developed loan and investor tracking and payment software for a Las Vegas based real estate investment firm.
Personal History
Shawn lives in Austin, Texas with his wife Britty, their four children and three dogs. Shawn is a vegan who loves reading, learning, art, gaming, movies, cooking and basketball.
“People don't buy what you do; they buy why you do it and what you do simply proves what you believe.” - Simon Sinek
Managing Director
Joined VBA: 2025
Professional History
Susan joined VBA in February 2025 as Director of Marketing. In this role, she leads brand awareness, marketing strategy, and high-impact initiatives to drive customer acquisition and engagement for VBA’s innovative SaaS healthcare solutions.
Before joining VBA, Susan was the Director of Marketing at Perspecta, where she led efforts to strengthen brand presence, expand market reach, and enhance customer engagement. Prior to that, she spent seven years at Smart Data Solutions as Vice President of Sales, Marketing, and Customer Service, playing a pivotal role in building cross-functional teams and driving business growth across multiple marketing channels.
Susan holds a Bachelor of Science degree in Graphic Design from The Art Institutes International Minnesota.
Personal Interests
Susan and her husband enjoy traveling and spending time with their two young children, making the most of Minnesota summers by boating. While her children’s activities—whether baseball games, dance recitals, or other adventures—keep her busy, she remains actively involved in their school, serving as the Director of Marketing on the PTO Board.
Management Team
BJ Whiddon
Manager of Payer Solutions
Joined VBA: 2013
Professional History
BJ joined VBA in 2013 as a Software Engineer and now serves as the Manager of Payer Solutions responsible for leading the development teams for VBASoftware, VBAReport and VBAdjudication.
He has over 27 years of development experience. After starting his career in the U.S. Air Force in 1995 working on the Standard Material Accounting System and completing four years of active duty, BJ continued to work on this system as a civilian contractor.
He worked as a Senior Programmer at the Northrop Grunman Corporation and Ingenium Corporation for nearly 10 years. Afterwards, he joined General Dynamics as a Senior Programmer and was the Lead PowerBuilder technician on a general ledger accounting system for the Air Force Life Cycle Management Center.
Personal History
BJ lives in South Dakota with his wife, Melissa, and their son, William. He enjoys spending time with family and friends and playing games of all kinds. He is also active in his community, having served on the local Lund Theatre board, as Adjutant of his American Legion Post and as a Scout leader.
Christian Peck
Manager of Eligibility Integration
Joined VBA: 2018
Professional History
Christian joined VBA in 2018 as an ETL Developer and was promoted to Senior ETL Developer in 2020. He quickly advanced into the role of Manager of Eligibility Integration in 2021. In that role, he is responsible for overseeing the transition of eligibility data into and out of VBA’s solutions and working to optimize B2B interactions.
Prior to joining VBA, Christian worked as a Business Systems Analyst for Milwaukee Tool and as an IT Project Coordinator for Nexgen Packaging. He has a passion for business intelligence and its ability to promote growth opportunities for developing companies.
Christian holds a bachelor’s degree in business administration and management and an MBA from the University of Wisconsin-Parkside.
Ian Noble
Software Development Manager – Engagement Solutions
Joined VBA 2021
Professional History
Ian joined VBA in February 2021 as a Software Developer and was promoted to Software Development Manager – Engagement Solutions in 2023. In this role, he is responsible for leading multiple teams of software developers who design, develop and support VBA’s web solutions, such as VBAGateway.
Prior to joining VBA, Ian worked as a UI/UX Senior Developer at Trimble. He brings more than 20 years of experience to his role, using his knowledge of the current technology landscape to promote best practices in web design. He has held a variety of development positions for client-facing and internal applications in companies such as Meridian Systems, Golden 1 Credit Union, Cology and BizFlex.
Personal Interests
When he is away from work, Ian enjoys coaching baseball, playing video games, and collecting way too many board games.
James Stupka
Manager of Quality Assurance
Joined VBA: 2020
Professional History
James joined VBA in December of 2020 as a Software Quality Automation Engineer and was promoted to Manager of Quality Assurance in 2022. He is responsible for ensuring a quality software development process including introducing new technologies to improve accuracy and efficiency, identifying, setting and communicating new quality standards, and coordinating product testing.
Prior to joining VBA, James worked for a year at PKWARE in the QA department testing enterprise data encryption software. He also previously worked nearly 5 years at Empower Retirement on the Large/Mega Payroll Conversion team working with the largest retirement plans in the United States.
Personal History
In his personal time, James enjoys playing computer games with friends, home repair, board/tabletop games, cooking, and helping out with local conventions such as Anime Milwaukee.
Joel Eliason
Manager of Data Solutions
Joined VBA: 2019
Professional History
Joel joined the VBA team in April of 2019 as an EDI Developer. He was promoted to Senior EDI Developer and then took on the role of Manager of Data Solutions in January of 2024. In this role, he is responsible for the successful integration and continued operation of all electronically transmitted data, both to and from VBA clients. He is also focused on non-eligibility or claim data transmissions.
Before joining VBA, Joel worked at Brady Corp where he supported the customer data integration between their SAP and Salesforce systems. He has previously held development positions at dental benefits administrator Dentaquest, as well as at healthcare equipment provider Direct Supply.
Joel is a University of Wisconsin-Milwaukee graduate with bachelor’s degrees in both economics and political science. He also earned a master’s degree in business administration from Cardinal Stritch University.
Personal Interests
Outside of work, Joel spends his time exploring new places, foods and experiences with his wife and daughters. He enjoys fitness, camping, cocktails and the beach.
Kari Krueger
Data Integration Support Manager
Joined VBA: 2018
Professional History
Kari started with VBA in June 2018 as a Data Integration Analyst; she has held various roles within the organization and is now currently the Data Integration Support Manager. In this role, she is responsible for the support services team, providing first-level support to our clients and ensuring their experience with us is handled in a timely manner and our incident turnaround goals are met.
Kari started in the Property Casualty insurance industry right out of high school and worked in various departments including underwriting, accounts receivable, and later at the help desk where she started her IT career and began to pursue her bachelor’s degree in Computer Science and Business Administration through Lakeland College in Sheboygan, WI.
In 2012, Kari pursued an opportunity in the health insurance industry within the COBRA division at Wageworks, which is now Health Equity. She was a Data Integration Engineer and worked with clients and vendors on their COBRA eligibility data integration needs. She also trained new associates in her role when acquisitions occurred. While at WageWorks, she was promoted to Supervisor of Data Services and led the team handling data discrepancies and file related issues until joining VBA in 2018.
Kari received the Lisa B award in 2021, which is given annually to one or more VBA employees who exemplify a positive attitude and exhibit compassion and concern for their co-workers.
Personal History
Kari has a passion for service and has served as Vice President of Kettle Moraine Insurance Professionals, a group of professionals in the insurance and risk management industries. During her time with KMIP, she co-authored a cookbook to help with group functions, such as continuing education and attending regional or national conferences. While at WageWorks, Kari helped co-author another cookbook for the company based on employee recipes. The sales of the book raised over $5,000 for Feeding America.
Kari is a single mom whose son will soon be graduating high school. She loves to cook, entertain family and friends and venture to her family vacation home in northern Wisconsin. Kari also likes to shoot pool and is in a weekly league.
Katlin Patterson
Manager of Data Integration
Joined VBA: 2019
Professional History
Katlin joined the VBA team back in 2019 as Data Integration Support Specialist. Later that year, she moved into the Data Integration Analyst role. In 2021, she was promoted to Senior Data Integration Analyst, where she helped train new analysts and she became a Manager of Data Integration in 2022.
Katlin graduated from the University of Wisconsin – Eau Claire. She began her career as an analyst at WageWorks and held the position of Data Analyst II, focusing on documentation and processes while working closely with third parties and vendors. She then became an IT Metrics Analyst at HSABank where her primary focus was reporting on key performance and quality indicators, as they related to IT.
Personal History
Katlin’s free time is spent with her husband, daughter and son. As a family they enjoy spending time outside, going on walks, hiking, and swimming.
“Live in such a way that those who know you, but don’t know God will come to know God because they know you.”
Kris Kirchner
Data Systems Manager
Joined VBA: 2020
Professional History
Kris joined VBA in March 2020 as a Data Analyst. He also served as a Database Administrator and a Software Engineer before being promoted to Data Systems Manager in 2023. In this position, he is responsible for overseeing the database environment and structures, as well as the internal processes that interact with the databases. His team also ensures the data integrity and support of the current applications that rely on VBA’s databases and continually seeks to improve the speed, functionality and dependability of VBA systems.
Prior to joining VBA, Kris worked as a Data Services Manager and Technical Lead for Marshall & Swift-Boeckh, which later became CoreLogic. He also worked as a Software Engineer for Xerox. Early in his career, Kris was an Algebra and Geometry teacher at Burlington High School, and he also worked as a carpenter on new construction and home remodel projects.
Kris earned a Bachelor of Science degree from the University of Wisconsin–La Crosse with a dual major in Computer Science and Math.
Personal Interests
When he is away from work, Kris enjoys spending as much time as he can with his children and grandchildren. He also enjoys hiking or kayaking in the great outdoors.
Mitchell Wilichowski
Manager of Claims Integration
Joined VBA: 2010
Professional History
Mitch holds a B.S. in Business Administration with a focus on Information Systems from the University of Wisconsin, Oshkosh. He joined VBA in August of 2010 on an internship while attending school. With over a decade of experience as part of the VBA team, Mitch brings a wide range of knowledge and experience to his role.
Throughout his time with the company, Mitch has been responsible for report writing, support incident resolution, encounter reporting, claims, eligibility, ID cards, accumulators, invoicing, automated clearing house, billing and payment interface development. His experience with claims covers almost all types of claim imports and exports including pharmacy, inpatient and outpatient medical and dental.
Personal History
Mitch’s favorite pastimes include watching his two girls grow up and coaching their soccer teams in the spring and fall. He also enjoys hiking, hunting and getting lost outdoors when he’s up in north Wisconsin with his two labs.
Sharri Seffens
Manager of Data Integration
Joined VBA: 2021
Professional History
Sharri joined VBA in April 2021 as a Business Analyst and has worked in various roles throughout the company, including Implementation Manager and Data Integration Analyst. She was promoted to Manager of Data Integration in 2023. In this role, she is responsible for building strong relationships with VBA clients and vendors by helping set up file feeds to support their business and ensuring they have a positive experience.
Prior to joining VBA, Sharri worked as a Project Manager for WPS Health Insurance. Sharri brings a wealth of experience in planning, project management, requirements gathering, quality assurance testing, training and technical documentation. She has a strong technical background and is an excellent communicator, which allows her to act as a liaison between business and technical staff.
Sharri earned a Master’s Certificate in Project Management and a Lean Six Sigma Yellow Belt Certificate from the University of Wisconsin School of Business.
Personal Interests
In her free time, Sharri enjoys traveling, walking/hiking, movies, reading and spending time with family.
Sales Team
Dan Betz
Managing Director
Joined VBA: 2021
Professional History
Dan joined VBA in February of 2024 as a Managing Director. In this role, he is responsible for facilitating a deep discovery process to help potential clients understand the value of VBA’s integrated suite of solutions in reducing administrative costs, streamlining operations and positively impacting member outcomes.
Prior to joining VBA, Dan was the Head of Sales at Ease, an online benefits enrollment system built for insurance brokers and employers. He also spent 10 years working at Zywave where he focused on selling benefits administration solutions to insurance brokers. He helped employee benefits brokers with front office sales tools, benefits administration and portal systems for an improved customer experience, and back-office agency management solutions. Dan also spent time at Ventiv Technology working with Fortune 1000 companies and small to midsize property and casualty carriers.
Dan earned a bachelor’s degree in business management information systems and marketing from Augustana College.
Personal Interests
Outside of work, Dan enjoys family time and participating in various activities with his kids. He also enjoys all types of fitness, lounging by the pool and playing golf. His entire family is obsessed with Survivor on CBS, and they watch every season.
Georgeann Seuffert
Managing Director
Joined VBA: 2021
Professional History
Georgeann joined VBA in April 2021 as a Senior Sales Executive and was promoted to Managing Director in 2024. In this role, she is responsible for engaging and educating healthcare payers about VBA’s suite of solutions and demonstrating how they can gain a competitive edge while achieving their key business objectives.
Prior to joining VBA, Georgeann was the Vice President of Sales and Marketing at Planwatch, a healthcare analytics company, where she focused on developing short and long-term sales strategies to gain market share and uncovering new sales opportunities for prospective and current clients, which nurtured growth for a multi-million-dollar company. She also researched industry trends to better understand customer needs and provide insights for product development.
Georgeann has many years of experience working with TPAs, health plans, brokers, stop loss carriers and PPO vendors, which helps her to understand the unique needs and goals of her clients. She is also a licensed agent for accident, life and health insurance.
Personal Interests
In her free time, Georgeann enjoys golf, traveling with her husband and spending family time with her adult daughter. On the weekends, she loves cooking and preparing meals to share with family and friends. She also volunteers and cooks for her local American Legion Post 703 in Ohio.
Managing Director
Joined VBA: 2025
Professional History
Jeff joined VBA in January 2025 as a Managing Director. In this role, he develops strategic sales plans, manages sales activity, and builds strong relationships with partners, prospects, and customers. His work directly contributes to revenue growth and strengthens VBA’s impact in the healthcare industry.
Before joining VBA, Jeff was Vice President of Sales at Perspecta, where he oversaw all TPA and non-health plan revenue. Prior to that, he spent seven years at Payer Compass, playing a pivotal role in building teams and processes across client services and implementation before transitioning into business development. After Payer Compass was acquired by Zelis in 2022, he continued expanding his expertise in selling to TPAs, PPOs, and hospital-owned health plans as Vice President of Sales.
Jeff holds a Bachelor of Arts in Business Administration with a minor in Philosophy from Rhodes College.
Personal Interests
Outside of work, Jeff enjoys traveling, reading, playing golf, and spending time with his wife, two daughters, and two dogs. A dedicated girl dad, he takes great pride in his family life. He is also an avid supporter of Tottenham Hotspur.