Our Story

Passionate speaker. Strategist. Innovator. Writer. 30-year healthcare veteran. Free-market health reform advocate. Coffee addict. Born a Canadian, and now a proud American!

In 2009, Reid was concerned about skyrocketing out-of-pocket costs and knew Americans would need tools to navigate their complicated benefits plans - and the complex insurance and healthcare systems. He saw tremendous value with consumerism services like advocacy, telehealth, behavioral telehealth, and savings networks. But the key was to deliver the services in an engaging way so employees would use them, thereby improving the employer’s overall benefit package, and driving a return on investment. AND freshbenies was born.

Reid is an award-winning speaker who teaches on vital healthcare topics throughout the U.S. One of his proudest moments was receiving an award from his peers for outstanding dedication to the industry: Texas Association of Health Underwriter’s Hollis Roberson Award.

Communicator. Brand Builder. Lover of all things “fun.” Strategic Planner. Business leader. Mentor. Customer service advocate. Movie (and popcorn) addict. Motto: Get Stuff Done.

Heidi spent 27 years with a major department store where she held management positions in marketing, buying, brand management, training. Being a “jack-of-all-trades" uniquely positioned her to start and run a successful business. She cherishes the real-life stories from freshbenies members who’ve saved on healthcare costs and confusion for their families – they compel her to do more and push forward.

No matter what the product or service, she’s learned people want brands that engage and simplify their lives. Even more, they want brands to follow through on their promises.

Strategist. Financial ninja. Idea challenger. Encourager. Loving pet mom. Asker of many questions. Industry disruptor. Process perfecter. Client experience defender. Voracious reader. West Wing addict. Every day she’s hustlin’.

Before coming to the employee benefits industry, Tonia was a leader in the retail industry for 20+ years with a focus on driving vision and growth strategies in large P&L sectors. Tonia held Director positions at Amazon where she was key to building the apparel business and creating disruptive strategies for major brands.

She joined freshbenies because of her passion to improve the healthcare experience for American families. She also loves getting to work in an entrepreneurial company (with her friends) where she can have great influence - and work toward her life goal of being a business mentor-advisor.