America's half-dozen, largest health insurance companies have successfully lulled business owners and executives and their HR departments into accepting inevitable, annual price increases - with higher deductibles and often narrower networks that can exclude the best providers. Too few businesses are aware that a growing cohort of their competitors are actually providing HIGHER QUALITY health care and seeing substantial REDUCTIONS in costs, with lower to ZERO out-of-pocket costs and BETTER medical outcomes.

After mastering this alternative-funding benefits model that manages the health care supply chain, Nelson Griswold founded the obligatory ASCEND conference for other brokers fed up with enabling the rip-off of American companies by the health insurance companies. These benefit improvements are freeing up capital for smaller entrepreneurs as well – and improving care for workers with better choices and less to no out-of-pocket costs. Everyone wins.