Benefits expertise since long before ICHRA

Built by benefits leaders—not technologists learning benefits.

The ICHRA Shop combines decades of carrier, brokerage, employer-strategy and enrollment experience with modern market intelligence. Technology strengthens our work; deep benefits judgment is what makes it valuable.

Our founders

Experience that turns complexity into confident decisions.

Brad and Nicole built The ICHRA Shop from the market outward: first understanding employers, brokers and employees, then applying technology where it creates better analysis, execution and service.

Brad O’Neill

Co-founder & Managing Partner

Brad brings more than 30 years across health plans, national brokerages, Fidelity Investments and employer healthcare strategy. He created the Roaring Fork Valley Community Health Plan, credited with delivering more than $23 million in employer savings; was recognized by Risk & Insurance as a Top Benefits Consultant; and helped found the HRA Council. He leads funding strategy, market and vendor evaluation, broker partnerships and CHOICE Arrangement implementation.

Nicole O’Neill

Co-founder

Nicole brings deep experience in voluntary benefits and self-funded medical plans—two disciplines that require more than a quoting engine. She co-founded and helped build The ICHRA Shop’s operating model around objective employer guidance, strong broker partnerships and clear employee support. Her perspective connects funding strategy, benefit design, implementation and the real enrollment experience.

Our advantage

Benefits judgment is the moat.

Software can produce a quote. It cannot replace decades of experience interpreting markets, designing contributions, evaluating vendors, guiding brokers and helping employees make consequential coverage decisions. Our independence lets the recommendation follow the employer’s economics—not one platform’s sales process.

30+ years

Across carriers, brokerages, employer strategy and individual coverage.

Dedicated since 2020

Built specifically for ICHRA and CHOICE Arrangement decisions.

15 to 15,000

Experience supporting employers across the size spectrum.

National reach

Independent analysis and human support for employers and brokers.

Meet with our team.

Discuss feasibility, platform selection or enrollment support.

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