No matter how you measure it, the employee benefits and retirement industries involve trillions of dollars. That's more than the GDP of Farmville.

What Judy did with FreeERISA was to make those trillions freely available to anyone who wanted them: that's why today our audience exceeds 750,000, from financial advisors to insurance brokers to plan participants and everyone in between. We are, in effect, a small country (UN membership application available upon request).

Enterprising benefits pros could still upgrade for a fee to Judy's original prospecting powerhouses (for only a fraction of a trillion dollars), but now the masses had an option, too. By starting them off at the free level, they could build their businesses enough that the premium subscription levels became viable. In essence, both the company and our clients had the opportunity to grow together – we're business symbionts (not to be confused with business parasites like the fax machine tape worm or Tony Robbins).