As promised, part one of where FreeERISA came from (and where it's going). It's all about the audience.

The year is 1959. America had just won a major coup against the Soviet Union with advances in Memorial Day barbecue technology, and a young Louis Armstrong dreamed of one day walking on the moon (I didn't pay much attention in history class). It's also the year Judy Diamond, a woman in her early 20s, started a document retrieval company in Washington, D.C., to provide insurance records to major carriers, such as MassMutual.

Now, from what I know from watching "Mad Men," a woman starting a business at that time was about as likely as not looking totally awesome while holding a martini and a cigarette, but that's Judy for you. The years went on, Judy kept selling government documents (to U.S. companies, not the Soviets), and in 1974 the government passed the ERISA Act. This was a watershed opportunity for Judy and the entire employee benefits community.