BIP Spring 2025

“The Middle Man ”

feeling stuck in an unaffordable COBRA plan. A stepping stone For this client, individual insurance wasn’t the end goal. Their long-term plan is to establish a small group policy once they bring on a partner or hire their first employee, allowing them to offer more comprehensive benefits. “Most people I work with aren’t planning to stay on individual insurance forever,” Blum says. “They’re building something bigger. My job is to help them get from point A to point B without unnecessary stress.” By the end, the client felt relieved to have a plan in place. What started as a daunting challenge — choosing between COBRA and an unfamiliar individual market — became a well-thought-out strategy for both their immediate and future healthcare needs. “This is why brokers matter,” Blum says. “We’re not just middlemen between a carrier and a member. We’re the bridge between uncertainty and confidence, between staying stuck and taking that leap of faith.” bridge between uncertainty and confidence. “ ” We’re not just middlemen between a carrier and a member. We’re the

L Leaving a stable job to start a business is a big leap, and health insurance is often a top concern that can have entrepreneurs debating between COBRA and the individual market. Colleen Blum, vice president at Combs & Company in New York City, recently helped a client facing this dilemma, who assumed COBRA was best — until they saw the price tag. “That’s where we pivoted,” Blum says. “They needed coverage, but they also needed it to be financially sustainable.” Keeping trusted doctors Maintaining their network of trusted providers was a top priority for the client. They had a few doctors they relied on heavily, particularly specialists. But as Blum guided them through their options, they hit a common roadblock: Not all of their doctors accepted individual market plans. Some were in network, but a few key specialists only worked with employer based insurance. “That was a tough realization,” Blum says. “They weren’t just picking a plan; they were deciding whether to pay out-of-pocket for specialists they had built relationships with.” Rather than making a rushed decision, Blum helped the client weigh their priorities. Together, they reviewed multiple individual plans, ensuring

Colleen Blum

takes a client from COBRA confusion to confident coverage

their preferred in-network doctors were covered. Blum recommended reaching out to discuss cash-pay options for the specialists who were no longer in-network. After some back-and-forth, they settled on a plan that met most of their needs. It covered their primary care and in network doctors while giving them a clear understanding of what out-of-pocket costs they might face for their specialists. More importantly, the client now had a strategy for managing healthcare expenses without

TIP: Many people don’t realize that, short term, out of-network specialists will often work with patients on pricing if they’re paying cash.

52 bip magazine Spring 2025