“The advisor of today provides more valuable services than ever before,” Leader says. “We’re no longer just benefits brokers; we’re strategic partners, guiding plan sponsors through an increasingly complex landscape. Our clients are taking on a massive undertaking, and they need to feel like they actually have a friend in health care. That level of trust and advocacy alone differentiates us in a market where it is often sorely lacking.”

And Leader isn’t afraid to rock the boat in order to help his clients succeed.

“Entrenched interests are doing everything they can to slow down the market adoption of higher standards,” he says. “Transparency laws and fiduciary requirements are changing the game, but there’s immense pushback from those who profit from the status quo. The fight for true accountability in health care isn’t just about implementing better solutions; it’s about overcoming the barriers intentionally put in place to maintain opacity and misaligned incentives.”

But Leader and his company remain committed to guiding clients through what is often uncharted territory.

“Plan sponsors now have more tools than ever to demand better outcomes,” he says. “Employers are waking up to their fiduciary responsibilities, and those who embrace transparency, accountability and strategic oversight will come out ahead. Our role is to help them navigate these waters, ensuring they meet their obligations while driving better health and financial outcomes for their employees.”

Like many in the industry, Leader didn’t set out to be a benefits advisor. He began his career in pharmaceuticals at Novartis and then transitioned into finance with Morgan Stanley. “I did well in both jobs, but I hadn’t yet connected the dots between my passions and the scale of the impact I wanted to make,” he says.

His career trajectory changed when he met Denny Kruhm, founder of Special Risk Insurance Services.

“Though I only knew him through family connections, he saw something in me,” Leader says. “He made me an offer I couldn’t refuse — not just a job, but an opportunity to learn from him, to understand what made him successful and to forge my own path in the benefits world. He believed in me, gave me the space to succeed (and fail) and eventually encouraged me to start my own firm. I never looked back.”

In the years since, Leader has witnessed a lot of industry change, but he says the passage of the Consolidated Appropriations Act of 2021 is the most significant change he has seen during his career.

“The fiduciary responsibilities placed on plan sponsors have fundamentally changed how benefits advisors must operate,” he says. “Another major shift is in how information now moves at an exponential rate. The ability to share best practices and insights across the country has transformed how we advise clients, making transparency and strategy more important than ever.”

Kruhm’s guidance underscored something that Leader already knew: Regardless of how quickly technology is advancing, benefits always have been and always will be a people business.

“I owe a great deal to Denny for pulling me into this business and showing me what was possible,” Leader says. “His mentorship gave me the confidence to take risks, build something from the ground up and stay true to my values. Beyond that, I continue to learn from my team every single day. One of the things I’m most proud of is that I’ve built a firm where my team members don’t just work for me — they’ve become partners. Mike Miele has been an incredible advisor to me, and Julie Selesnick has been a wonderful advisor, peer and friend.”

Leader has also made strong connections with other benefits advisors.

“I've collaborated with Justin for years, and we've become good friends,” says Josh Butler, president of Butler Benefits & Consulting. “He's not only willing to spend time with people, he's eagerly looking to help others. He's deeply connected in our industry, which makes him a wealth of knowledge when he shares with people. Justin is able to tap into his vast network of connections very quickly. That has served me personally during my relationship with him, and I know it has benefited countless others.”

Author Stephen Covey encouraged managers to treat their employees as they would like them to treat their best clients, and Leader has taken this advice to heart.

“My team is everything,” he says. “We succeed because of a shared mission, and I focus on recruiting individuals who prioritize integrity, accountability and a relentless will to win. But beyond that, I focus on what truly drives them — who they are at their core. Those values are non-negotiable, and the health of our team is priority number one.”

Leader believes the best way to recruit and retain top talent is to give team members a purpose beyond just a paycheck.

“BenefitsDNA is a mission-driven company, and people who believe in fixing health care find fulfillment in what we do,” he says. “Taking it a step further, our team has ownership in the organization, elevating their role and providing an even greater sense of pride in ‘owning’ their work. When people feel truly invested in something, they bring their best every day.”

Leader and his team are also keeping a close eye on legislative and regulatory developments in Washington as a new administration and Congress assert their power.

“Regulatory shifts are inevitable, and while some believe reduced oversight means fewer compliance concerns, that’s not the reality,” he says. “ERISA, the Consolidated Appropriations Act and other federal laws aren’t going away — and in some cases, scrutiny may increase. In fact, the current administration has doubled down on radical transparency, reinforcing policies that require greater accountability from insurers, PBMs and hospital systems.”

During the first Trump administration, Leader had a front-row seat to many of these changes and played a role in shaping the original hospital transparency law.

“That experience gave me a deep understanding of how crazy the politics are,” he says. “The fight for transparency is far from over, but the momentum is shifting in favor of plan sponsors who demand accountability.”

Leader also participates in several industry associations, both to acquire new knowledge and to share what he has learned.

“I’ve been deeply involved in Health Rosetta since the beginning, joining as one of the first advisors to become a chartered member,” he says. “Open-source sharing of best practices is critical in this industry, and I strongly believe in mentoring others, just as I have been mentored. I’m also a charter awardee of the Fiduciary Validation for Benefits Firms by the Validation Institute, reinforcing my commitment to fiduciary excellence. Beyond that, I’ve been active in SHRM, previously serving on the Pennsylvania state board, and am a member of NABIP.

“As my executive vice president, Marissa Murray, always says, 'Be a student of the industry.’ This business is vast. You will never know everything, but you increase your chances by getting involved.”

Like other advisors, Leader is learning to navigate the brave new world of artificial intelligence.

“AI is revolutionizing how we analyze claims, detect fraud and optimize plan performance,” he says. “However, benefits will always be a people business. No algorithm can replace the trust and human connection required to help an employer make the right decisions for their workforce or help someone in a crisis navigate their insurance. AI is a tool, but human relationships are the foundation.

“That being said, we leverage AI every day. From breaking down complex matters into simple, digestible information, to performing deep dives into claims analysis, AI has become a powerful asset. It’s here to stay, so embrace it, use it wisely and always remember that technology should serve people, not replace them.”

As Leader looks to the future, he embraces the changing role of advisors.

“Benefits consulting is no longer just about placing insurance,” he says. “It’s about aligning incentives, optimizing plan performance and protecting employers from fiduciary risks. For example, we worked with a labor fund, the backbone of America, that was heading toward insolvency. Their health fund was in crisis, and without intervention, their members would have faced drastic cuts to their benefits. We implemented strategies that not only saved them millions, but replenished their reserves while also improving benefits. These folks build our roads, bridges and buildings — the very foundation of our country. Taking care of them wasn’t just a job, it was a responsibility.”

“Justin's work in larger cases, including sizable labor unions, is impressive,” says Butler. “He and his team are regulatory gurus and work with some of the top ERISA attorneys in the country. They are also close collaborators with Patients Rights Advocate, a prominent non-profit organization advocating for systemwide transparency. Justin and his team build custom self-funded health plans that are constructed with the most efficient and effective cost-containment solutions, including direct contracting and utilization of 501(r) as an employee benefit.”

When not working or watching science fiction and horror movies, Leader can be found listening to music or simply enjoying his family.

“I love spending time with my family and seeing the world through the eyes of my two sons, Cullin and Henry,” he says. “Growing up without a father gave me a unique perspective, and being a dad has been the greatest thing that has ever happened to me. Legacy is important to me. Part of my plan is to give away 10 times what this world has given me. My wife and I are deeply involved in philanthropy, dedicating our time and resources to help others however we can.”

He has a few words of advice for his peers in the industry: “Never fall into the ‘sin of certainty.’ The second you think you know everything, you’ve stopped growing, so stay curious.”

And for those who are new to the benefits world, Leader says, “Integrity matters. The easiest way to succeed in the long-term is to build relationships based on trust and transparency. Don’t chase quick wins — play the long game. And remember, leaders never quit.”

Justin Leader’s long journey and hard work are top of mind as he reflects on his place as a 2025 Advisor of the Year finalist.

“Growing up, raised by my grandfather and his mother — neither of whom had a high school diploma — I never imagined I’d be here,” he says. “I am unbelievably grateful and honored. But this recognition isn’t about me; it’s about the movement we’re building. Employers deserve advisors who put them first, who challenge the status quo and who push one another to raise the bar for our industry. This isn’t just about better benefits; it’s about setting a new standard for what it means to be an advisor.

“We’re making an impact, and for that, I am truly grateful.”

The 2025 Advisor of the Year will be announced at the BenefitsPRO Broker Expo, May 6-8, 2025 in Boston, MA. The winner will be further profiled after the announcement.