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Our Team

Meet the Founder

Tom Madden

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. 

Don Powell, Senior Benefits Consultant

Don has been with iPlanRx since 2013 helping clients fill their needs in both the individual and group markets.  Don has a long and successful history in the insurance industry spanning over twenty five years.  Don’s vast experience allows him to assist employers in solving problems and managing their benefits as a partner and trusted advisor. Don is an expert in compliance, plan design, communication and education for employees, funding mechanisms, tax-advantaged programs, and wellness plans, just to name a few areas of expertise. As one of Don’s long term clients has quoted, “Don leaves no stoned unturned”.

Don has earned multiple professional designations in the industry, including Registered Health Underwriter (RHU), Registered Employee Benefits Specialist (REBC), and Disability Income Associate (DIA). Don has served on the Midwest Security/UMR Advisory Committee, the Legislative Committee for the WI Association of Health Underwriters (WAHU), a speaker and faculty member for Lorman Education Services, and as a member of the Society of Human Resource Managers (SHRM).

Other activities Don has been involved in with the community are the Rotary Club, an officer with the Masonic Lodge, the Cubmaster for the Boy Scouts of America, a member of his church’s Finance Committee and a Liturgist.

Don is a proud graduate of Clemson University.  Don and his family are residents of Appleton, WI.

Nicole Koehler, Director of Sales Medicare - ACA

Nicole has a Bachelor’s degree in Business Administration from University of Wisconsin, Green Bay, with majors in Accounting and Business Administration with an emphasis in Finance.  She worked as a regional Business Development Manager for UnitedHealthcare for more than six years, and is Health Insurance licensed in all 50 states.  She has become known amongst her colleagues as the expert on Medicare for veterans.  She also specializes in helping those who are in the process of retiring even if they are not quite of Medicare age yet.

While United Healthcare provided her a great opportunity with great training and experiences, it didn’t sit right with her to present products from only one company.  She spent a lot of time praying and reflecting and felt she was being called to become an independent broker so she could use her talent of understanding Medicare to help people choose the right plan for them, regardless of who the insurance company is.  Nicole felt like Bridlewood was a natural fit for her, with their emphasis on always putting the clients needs first. Her favorite part of what she does happens when she comes into contact with someone who is obviously overwhelmed by their Medicare options.  She loves being able to explain Medicare, ask questions, and then lay out their options in a way that makes it easy to understand and takes the burden off their shoulders. You can tell they feel so relieved after they have talked, and it’s great to know she can do that for people.

She grew up in Casco, Wisconsin and resides now in Green Bay, WI.  Nicole and her husband, Chad, have been together for 6 years and have 3 energetic boys and 2 dogs, so they are certainly never bored.  When it’s nice outside she enjoys walking through the woods with her boys and they love to spend time at the family cabin in upper Michigan. As the kids get older, more and more time is spent at flag football, soccer, t-ball, etc.

Michael King, Southeast Managing Partner

Mike’s career can be described as working directly for two different sides of the same coin. With that experience and first-hand knowledge, he has the ability to educate employers why their odds are nowhere near 50% success on their annual health care coin flip.

Polished and dynamic senior leader experienced in driving a culture of health and performance in American business. Nationally recognized leader developing award-winning approaches to understand, address and elevate Employer sponsored health plan designs to unlock human potential and create shared value for the business, the employees, and their families.

Known for an unwavering commitment to champion and sustain a cultural paradigm shift within organizations that elevates overall workforce performance, reduces health care spend, boosts engagement, productivity and health.

Emotionally intelligent with demonstrated success advising corporations as an executive strategist, business model innovator and dedicated professional partner focused on growing American business operating income, enhancing companies reputation simultaneously reducing overall organization healthcare spend without reducing benefits or access to care for employees. 

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.

Jason Pertzborn, Vice President Risk Consulting Middleton WI

I have been a leader and Business Educator & coach for the past 25+ years. I am well known and respected across the state of Wisconsin and especially the Middleton/Madison area. My biggest strength is collaboration, communication, and being willing to help others. I am great at building and maintaining relationships. I am not afraid of challenges or feeling like I always need to be the expert to take something on. I have always been willing to step outside my comfort zone to take on the tasks necessary to help solve the problem. I have created some great outside-the-box educational experiences in my time. I have also spent lots of time working to help and support disadvantaged and marginalized youth during my time in schools. I am a fast learner and willing to be coached. I have always been a strong team player who isn’t afraid of hard work. I have had to do a lot of fundraising and public speaking in my career. I have also written a lot of grants and scholarships for not only the school but many students as well. Prior to being an educator, I worked in construction, was a bartender and bouncer. I have a wife, two daughters, one at the University of Toledo and the other a junior in high school who both have a passion for volleyball. We reside in Middleton, Wisconsin.

Scott Thompson, Vice President Risk Consulting Green Bay WI

Scott’s career can be described as working directly in the middle of the healthcare storm for over two decades. With 25 years of pharmaceutical experience he brings first-hand knowledge of the healthcare evolution. He worked for some of the largest pharmaceutical companies and also for Fortune World’s Most Admired Healthcare Company in his career. 

Scott brings sales, marketing and people development experience to our team. He finds positive solutions that are invaluable for individuals, families and employers. He understands the pendulum change that is happening now in the health and wealth industry to get you and your team ahead of game. Scott collaborates with clients to understand their challenges dealing with expensive old standard traditional healthcare. He is here to listen to any of your struggles and will find you new gold standard solution benefits.

Born and raised in Wisconsin Scott has spent his career helping healthcare accounts in the Midwest. Scott has a Major in Human Biology and a Minor in Chemistry from University of Wisconsin at Green Bay. MBA Prerequisites from the University of Wisconsin at Oshkosh. Scott and his family reside in Green Bay, Wisconsin.

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