Our Team

Tom Madden

Founder

Tom has been in the financial and insurance industry since 1995. Born and raised and Wisconsin Tom has spent his career building sales organizations around a collaborative approach to helping clients achieve their goals. In 2012 Tom started iPlanRx, a visionary organization putting the consumer first in the health insurance purchasing process. This decision drove the organization to lead the markets consumers through the Affordable Care Act implementation and subsequent enrollments.

In recent years Tom has focused on helping larger organizations drive change by finding trapped capital inside their balance sheets and helping turn liabilities into assets. He is at the forefront of what will be the next market realization, employees need better healthcare, not higher deductibles. It is this belief and passion that helps drive Tom’s daily activities at iPlanRx.

Tom has a Bachelor’s Degree from Washington and Lee University in Lexington City, Virginia and is an Executive MBA Graduate from Marquette University in Milwaukee, Wisconsin. Tom and his family reside in Green Bay, Wisconsin.

Jason Pertzborn

Vice President Risk Consulting Middleton WI

Jason is the Vice President of Risk Consulting in Southern WI at iPlanRX. He assists companies in identifying areas of financial risk and trapped capital. By helping them de-leverage from this risk, Jason enables them to recapture substantial financial gains that directly impact their bottom line, increase their EBITDA, and enhance shareholder value. He has successfully partnered with multiple clients across different industries across the state to deliver customized solutions that meet their specific needs and goals. Jason's mission is to provide value-added services to his clients and customers and to make a positive difference in their lives and businesses.

He is a licensed insurance agent in the state of Wisconsin and has a bachelor's degree in business administration and management from the University of Wisconsin-Stevens Point. He also has a teacher's certification from Concordia University-Wisconsin and worked as a business educator for 25 years before transitioning to the insurance and risk consulting field.

He is active in volunteering & partnering with members of his community to help support many causes. Jason resides in Middleton, WI with his wife and two daughters. One is currently at Middleton High School and the other is at the University of Toledo in Ohio.

Kevin Tamlyn

Strategic Advisor - Employer Solutions

Kevin’s office represents our branch office in Arizona and is located in Scottsdale. Kevin graduated with a B.B.A. in Finance from the University of Iowa prior to attaining a Masters Certificate in Financial Practices from St. Xavier University in Chicago. Beginning his financial services career at Merrill Lynch in Chicago in 1998, Kevin has focused on working with the financial needs and challenges of business owners and CFOs.

Having passed the Certified Financial Planning exam back in 2003, Kevin applies that planning-based approach to consulting with businesses to help derive the best economic scenarios. Everything is assessed from a short, mid, and long-term approach and viewed through the lense of financial impact, benefit/cost ratios, and after-tax cash flows.

Feeling that our healthcare industry lacks consumer awareness and transparency as it relates to making wise healthcare choices, Kevin is passionate about bringing better solutions to businesses and their employees.
Due to these inefficiencies, healthcare inflation has been an increasing headwind to business profitability. Moreover, Kevin feels the traditional broker/advisor-to-client relationship has increasingly become flawed as some of the most financially-beneficial ideas for businesses are being suppressed for a variety of factors.

The Tamlyn Family consists of 5 children and his wife, Julie. They are all involved in travel sports and also enjoy hiking, biking, fishing, and horseback riding in Arizona.

Keith Bell

Consultant - Special Projects

Keith has been in the finance and insurance industry since 1992 starting as a financial planner before moving into the health insurance field. He has spent the vast majority of his career in the commercial group side of the healthcare business working in both underwriting, sales and related positions. The last ten to fifteen years have been spent in an executive role at various organizations overseeing profit and loss for health insurance plans.

His background in the inner workings of health insurance and healthcare from provider systems negotiations to how rates and profitability are determined are an asset to iPlanRx as we uncover opportunities for our clients to save money and grow EBITDA.

Recently Keith has been working with large groups and self-funded entities and carriers to turn assets into liabilities and find opportunities to grow new revenue streams. He has been working with both iPlanRx to drive collaborative solutions for clients.

Keith holds a Bachelor’s Degree from DePaul University in Chicago, Illinois. He resides with his wife and family in Neenah, Wisconsin.