Celebrating 20 seasons of Open Enrollment supporting retirees

For 20 years, Via Benefits has helped retirees navigate important healthcare decisions during Annual Enrollment Period (AEP). While our technology, services, and organization have evolved significantly, our mission has remained the same: helping retirees make confident healthcare decisions. To celebrate this milestone, longtime leaders reflected on how AEP has changed, what has fueled our growth, and the accomplishments that make them most proud. 

How AEP has changed over the years

Today's AEP experience looks very different from the early years of Via Benefits. In 2005 and 2007, teams relied on paper applications, limited technology, manual reporting, and a small number of carriers. Brady Thorup, who is responsible for Member Experience, recalls that those early enrollment periods required a "monumental effort" and employees who would "move heaven and earth" to support clients and retirees. 

Today, retirees have more ways to navigate enrollment, whether through conversations with advisors, online self-service tools, or guided support. Enhanced technology, stronger reporting, and integrated services have simplified the process, but the goal remains the same: helping retirees make informed decisions with confidence. 

Growing while staying focused on retirees

Over the past two decades, Via Benefits has grown significantly while keeping retirees at the center of everything we do. Kathleen Ennis, who is responsible for the Service Center, noted that what was once a largely manual operation now includes dedicated enrollment, funding, training, and participant support teams working together to create a more seamless experience. As retiree needs have evolved, so have our services and capabilities, allowing us to provide more personalized support without losing sight of our purpose. 

What the people behind AEP are proud of

For many longtime leaders, the accomplishments they're most proud of extend beyond a single project or milestone. Jim Baloun, who is responsible for Operations, remembers joining the startup in its early days and helping grow the organization from its first client to hundreds more while continuously expanding services and capabilities. What began as a bold new approach to retiree healthcare has grown into a trusted solution supporting retirees across the country. 

Favorite memories from 20 years of AEP

Many of the most memorable moments are not tied to technology or growth, but to people. Jenny Cheatwood, who is responsible for Enrollment Strategy, fondly recalls the energy of early AEP seasons when teams worked side by side, celebrated successes together, and leaders delivered pizza directly to employees' desks during busy enrollment days. 

As Kathleen shared, "Adaptability is the cornerstone of success." And as Jenny reflected, "A lot has changed over the last 20 years, but the heart of what we do hasn't. It's still about helping people navigate important healthcare decisions with confidence." 

Looking ahead

While much has changed over the past 20 years, the mission behind AEP remains the same. Via Benefits will continue to focus on helping participants successfully transition from group coverage to the individual market with the support, education, and guidance they need to make confident healthcare decisions. As healthcare evolves, our tools, services, and resources will evolve alongside it, but our commitment to delivering a personalized experience that simplifies a complex process and supports participants every step of the way will remain unchanged.