About Us

ChoiceBuilder® gives employers with 2-500 employees access to some of the nation's premier Dental, Vision, Chiropractic and Life carriers - all in ONE program.

Whether you're already offering optional benefits, or looking to add them for the first time, with ChoiceBuilder you can select the benefits you like best and build a program that makes sense for your business, your budget, and your employees.

ChoiceBuilder offers both Voluntary and Employer-Sponsored benefits, so it fits into any-budget.

ChoiceBuilder Advantages

Employer advantages

Whether you're already offering optional benefits to your employees, or looking to add them for the first time, ChoiceBuilder helps you build the right program for your business, your budget, and your employees.

You get:
  • Access to the nation's premier Dental, Vision, Chiropractic and Life carriers in the nation
  • Guaranteed rates for 12 months
  • Employer-Sponsored and Voluntary benefit plan options 
  • One consolidated monthly bill
  • One contact for answer to all of your questions
  • One website where you can manage all of your ChoiceBuilder benefits

CLICK HERE for more information!

Employee advantages  

With ChoiceBuilder you have the power to choose the benefits that make sense for you and your family.

You get: 

  • The freedom to choose the carrier(s) and benefit(s) you like best
  • One enrollment form for all of your ChoiceBuilder benefits
  • One contact for all of your questions 
  • One website where you can access all of your benefits
Broker advantages

ChoiceBuilder offers you a program that makes offering ancillary benefits a snap.

You get:

  • Access to the nation's premier ancillary carriers in one program
  • 10% commission on all ancillary products
  • One quote that includes, Dental, Vision, Chiro/Acupuncture and Life
  • One enrollment application for all ChoiceBuilder benefits
  • One consolidated monthly bill for your client's
  • One contact for you, your clients, and their employees
  • One website where you can quote and manage your block of business


John M. Word III                   



John M. Word III is renowned for transforming the California insurance broker’s role in the small group health benefits marketplace through his pioneering technological and marketing advances since 1972.

Together with Edward J. “Rusty” Brown Jr., John founded the Word & Brown General Agency in 1984 to market and distribute health plans through California’s huge brokerage community; by 1986, the company was recognized as the largest independent small group health distributor in the nation. That same year, the company launched the nation’s first COBRA administration operation, sensing that employers needed assistance and qualified support with federal COBRA laws. CaliforniaChoice®, a groundbreaking enterprise empowering small business employees to select from multiple health plans within one program, was launched in 1996.

A highly sought-after speaker and collaborator, John has written numerous articles, conducted classes, and delivered keynote addresses to vast audiences. His credentials include Chartered Life Underwriter (CLU), Registered Health Underwriter (RHU), and Registered Employee Benefits Consultant (REBC).


Edward J. "Rusty" Brown, Jr.



Edward J. “Rusty” Brown Jr. is highly respected throughout the health care insurance industry for establishing and delivering standards of performance and service designed to exceed all customers’ expectations, and for enhancing California health insurance brokers’ ability to serve their clients’ needs and best interests.

Rusty began his career in the early 1970s as an agent for the John Hancock Mutual Life Insurance Company in upstate New York, where he was the youngest producer to be honored with entry into the President’s Honors Club.

In 1980, Rusty transferred to the West Coast to assume the role of Sales Manager for Hancock’s Newport Beach, California, office. There, he built strong and long-lasting relationships by focusing on delivering a superior level of service. Rusty’s office quickly emerged as the company’s top-producing employee benefits agency in the nation.

Michael Close
Chief Executive Officer
CHOICE Administrators®

Michael L. Close is the Chief Executive Officer of CHOICE Administrators where he is responsible for two health insurance programs: America’s longest standing, state-approved private multi-carrier health insurance exchange, CaliforniaChoice, and the nation’s first ancillary benefits exchange, ChoiceBuilder.

Michael previously served as the Chief Operating Officer where he oversaw information technology, marketing, and strategic business development. Michael worked closely with all of the Word & Brown Companies to ensure strategic alignment between corporate short-term and long-term strategic goals.

Michael was President of Quotit Corp and HealthCompare, two national health insurance distribution platforms, before their acquisition by National General Holdings Corp. in early 2017. Michael was also President of CONEXIS, a leading benefits administration company, before its acquisition by WageWorks in 2014. Michael joined The Word & Brown Companies in 2003.

Michael’s professional background makes him uniquely suited to lead CHOICE Administrators. He has an impressive career spanning more than 25 years in employee benefits and health care. Prior to joining The Word & Brown Companies, he held senior executive positions with Health Net of California, including Vice President and General Manager for a $200 million business unit, and Senior Vice President of a $2 billion sales organization, where he managed 600 employees. He also served as chief sales and marketing officer at American Specialty Health, one of the country's leading complimentary care organizations.

Michael earned his Bachelor of Arts degree from The Ohio State University. He is an active member of the National Association of Benefits and Insurance Professionals (NABIP), formerly know as the National Association of Health Underwriters (NAHU).


Adam Roye, PMP, SPHR
Executive Vice President & Strategy Officer
CHOICE Administrators

Adam Roye is Executive Vice President and Strategy Officer at CHOICE Administrators. He leads enterprise strategy and program operations and management for the parent organization of the CaliforniaChoice private health insurance exchange and ChoiceBuilder ancillary benefits exchange. Adam is also responsible for regulatory compliance and contracts, business intelligence, project management and business analysis, and other strategic functions. 

Prior to CHOICE Administrators, Adam served in a corporate role across The Word & Brown Companies, designing and implementing the organization's corporate-wide Enterprise Project Management Office for multiple insurance-related businesses. His role included strategic planning, process improvement, and enterprise project portfolio oversight.

Adam's experience includes nearly a decade in management consulting (at KPMG and Booz Allen Hamilton), and five years with the United States Government Accountability Office. In these positions, he worked with an extensive array of government agencies and companies in the health care industry.

Adam earned his Master of Public Policy (MPP) degree from Georgetown University and his Bachelor of Arts at the University of California, Santa Cruz. He holds Project Management Professional (PMP) and Senior Professional in Human Resources (SPHR) certifications.


Steve Huynh

Executive Vice President, Operations & Administration                                    

CHOICE Administrators


Steve Huynh was promoted to his current role in March 2023 after nearly three and one-half years as Senior Vice President of Operations & Administration for CHOICE Administrators. He is a member of the Executive Steering Committee for The Word & Brown Companies, and is responsible for the CaliforniaChoice and ChoiceBuilder Eligibility and Enrollment Processing Centers, Billing Services Center, Quality Control, Carrier Reconciliations, Commissions Management, Shared Services, Legal Review and Case Management, Vendor Engagement and Negotiations, and COBRA Administration.  

He first joined CHOICE Administrators in 1998 after serving as a non-commissioned Officer in the United States Marine Corps.

Steve is passionate about helping individuals develop into great leaders. He believes their growth and success as leaders is the most-fulfilling aspect of his job. With 30 years of experience, he has developed two leadership concepts that he calls the "what" and "how" pillars of leadership. 

Teaching individuals the basics in leadership gives them the foundation from which to start - a compass if you will. The "how" is Leading with H.E.A.R.T. - Honesty, Encouragement, Accountability, Respect, Trust.

Steve's Business Administration and Management degree is from California State University, Fullerton, and his MBA from the University of Arizona Global Campus.


Tamra MacPherson

Executive Vice President Customer Experience & Service                              

CHOICE Administrators


Tamra MacPherson is responsible for the development and implementation of procedures and processes to ensure a positive customer experience. She and her team focus on delivering the highest levels of support to CaliforniaChoice and ChoiceBuilder customers, as well as carrier partners. Tamra leads the organization’s customer success strategy and directs employee performance management, establishing goals to help staff meet elevated standards of service and achieve professional growth.

Tamra began her professional career at CHOICE Administrators and has experience in an array of disciplines including Underwriting, Client Services, and Customer Service, being named to her current role in 2013. Tamra attended La Sierra University in Riverside, California.



Michael Payton

Executive Vice President, Sales & Account Management                                         

CHOICE Administrators


As Executive Vice President of Sales and Account Management at CHOICE Administrators, Michael is responsible for all market facing engagement, strategic partnerships, and product development. His teams are accountable for Sales and distribution, Retention and Renewals, and Sales Operations for the CaliforniaChoice multi-carrier, small business health exchange and the ChoiceBuilder ancillary benefits exchange.  

An Arizona State University graduate, Michael is a seasoned employee benefits and business development executive with 30 years of experience working with business owners, executives, brokers, general agents, carriers, and consultants. Throughout his career he has held a variety of senior leadership positions with health plans and third-party benefits administrators.

Michael joined CHOICE Administrators in 2012 in a sales leadership capacity and has worked to shape the infrastructure and strategic direction of the sales division over his tenure at the company. His knowledge of market trends and dynamics are at the core of his passion for developing business plans to increase revenue and persistency and enhance partner and customer relationships. Today, as an EVP, he works with the executive team at CHOICE to build the immediate and long-term strategies for the organization, and ensure a healthy culture in which employees can thrive. 


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