About Us

Choice Builder® gives employers with 2 - 199 employees access to some of the nations 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 Choice Builder you can pick and choose the benefits you like best and build a program that makes sense for your business, your budget and your employees.

And, Choice Builder offers both voluntary and employer sponsored benefits so it fits into any budget.

Advantages to Building Choice

Employer advantages

Whether you're already offering optional benefits to your employees, or looking to add them for the first time, Choice Builder 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 & Voluntary benefit plan options
  • One consolidated monthly bill
  • One contact for all of your questions
  • One website where you can manage all of your Choice Builder benefits

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Employee advantages  

With Choice Builder 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 benefits you like best
  • One enrollment form for all of your Choice Builder benefits
  • One contact for all of your questions
  • One website where you can access all of your benefits
Broker advantages

Choice Builder offers you a program that makes offering ancillary benefits to your clients 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 Choice Builder benefits
  • One consolidated monthly bill for your clients
  • One contact for you, your clients and their employees
  • One website where you can quote and manage your block of business

Ron Goldstein, CLU
President & CEO
CHOICE Administrators®

Ron Goldstein is the President and CEO of Orange, California based CHOICE Administrators, and has been the leading architect in the creation and acceptance of group employee-choice health insurance Exchanges. He currently is responsible for a series of health insurance programs including America’s longest-standing, state-approved health insurance Exchange, CaliforniaChoice®.

With a background spanning more than 30 years in the health insurance industry, Goldstein began his career in 1981 with John Hancock Insurance where he rapidly ascended to a leadership position focused on the medical disability field. His next position was with Dun & Bradstreet Plan Services, a national health insurance administrator. He spent seven years there, ultimately attaining the position of Regional Vice President and was responsible for group and individual health products for the Western United States.

In 1990, Goldstein joined Word & Brown as Vice President of general agency operations, and annually earned the coveted NAHU Golden Eagle for Management award. In 1996, he was named Senior Vice President of Word & Brown's newly launched CaliforniaChoice. In this role, Goldstein conceptualized and designed the defined-contribution model for CaliforniaChoice, which allowed the company to emerge as the nation's leading health insurance Exchange for small and mid-size group’s healthcare benefits.

In 2003, Goldstein was appointed President of CHOICE Administrators, a Word & Brown company, and appointed CEO in 2011.  CHOICE Administrators is the nation's leading developer and administrator of health insurance exchanges including CaliforniaChoice, CaliforniaChoice 51+, Kaiser Permanente Choice Solution, HSA California®, CONTRACTOR'S CHOICE® and Choice Builder, the nation’s first dental and ancillary Exchange.

To support the employee-choice mission of CHOICE Administrators, Goldstein has overseen the development of a number of innovative consumer decision support tools that includes cross-referenced provider and formulary guides, enrollment budget planning tools and an online enrollment engine that supports multiple benefit choices from multiple plans. Through 2010, CHOICE Administrators served over 10,000 employers representing more than 150,000 members and has administered over 21 million member months of Exchange coverage since its inception.

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Adam Roye
Senior Vice President
CHOICE Administrators

Adam Roye is Senior Vice President of Strategy, Planning, and Program Management at CHOICE Administrators, where he leads enterprise strategy and program operations for the parent organization of the CaliforniaChoice private health insurance exchange and Choice Builder ancillary benefits exchange.

Prior to joining CHOICE Administrators in July 2017, Adam held a similar role for nearly four years at The Word & Brown Companies, where he designed and implemented the organization's corporate-wide Enterprise Project Management Office for multiple insurance-related business units. His role included strategic planning, process improvement, and oversight of the enterprise project portfolio.

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

He 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.

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