Providing a competitive benefits package at an affordable price in today's economy is serious business. But as Al Schiebel has found, a little humor never hurts, as evidenced by the corny joke of the week he regularly posts on social media and his company website.
"Al always has a joke in his pocket," says Robert Fitzgerald of Robert Fitzgerald Insurance Agency in Woodstock, Ga. "In many presentations, he turns into a comedian. And sometimes, his jokes are even funny. He's always fun to be around."
Schiebel, a native of Nicaragua, has been serving and entertaining clients since making a major career change from telecommunications to employee benefits three decades ago. "Honestly, it scared me to death to be on 100% commission, as I was used to having a salary," he says. "However, I learned that with a salary, an employer will not pay you $1 over the salary amount."
Schiebel's big decision has turned out well both for him and his clients at ShopBenefits in Atlanta, where he is CEO. He specializes in groups of 200 or fewer employees, people who are ready to go on Medicare, and clients who need individual health, life or disability insurance.
"We are a boutique agency in that we personalize the services we offer and try to be attentive to the clients' needs and issues," Schiebel says. "My competitive advantage over the past few years has been my social media presence and activity. We actively pursue connections via LinkedIn and work on creating relevant industry posts."
Schiebel made another big move one year ago, when ShopBenefits merged with Oakbridge Insurance and became a partner agency.
"I did it because it was an opportunity to have greater bandwidth and expand the level of services and engagement I could do on my own," he says. "And because I do someday plan to retire, I also needed to establish a succession plan for my business and clients."
People first
His focus on people is one of the ways that Schiebel has built such a loyal client base.
"The thing that gives me a sense of accomplishment is when employees or individuals are confused and frustrated with an insurance company and I help them resolve things," Schiebel says. "The reward comes with their appreciation and the knowledge that I made a difference in their lives. This sense of accomplishment is more valuable to me than making a commission."
He also works to view each client's business as if it were his own.
"Al operates his business from the perspective of a person who is not a vendor," says Dave Fortier, director of facilities for Pace Academy in Atlanta. "He is a trusted partner who offers solutions to your needs. He wants to understand the customer and their challenges, and then, using his vast knowledge, he provides options that best fit the customer."
Schiebel draws upon his experience to address many current trials that he could not have anticipated at the start of his career.
"Only 6 in 10 employees are satisfied with their benefits, which means that what I sell often falls short of employee expectations," he says. "Helping small businesses design benefits packages that employees actually value — not just packages that look good on paper — is an ongoing challenge in a competitive labor market. Every day, I wake up thinking, 'How can I communicate better, and how can I help people truly value their benefits?' The problem is that people do not appreciate what they have until they are in a pinch. One of my favorite sayings is from the great American philosopher (and boxer) Mike Tyson, who said, 'Everyone has a plan until they get punched in the mouth.'"
Keeping pace
Schiebel colorfully compares the current role of an advisor to a squirrel trying to cross a busy road and not knowing which way to go without getting run over.
"The complexity never stops, and honestly, that's both the challenge and the opportunity in this business," he says. "The No Surprises Act, the Consolidated Appropriations Act and the ongoing ACA subsidy extensions all have created significant ripple effects for our clients, both employers and individuals.
"On the Medicare side, the Inflation Reduction Act's $2,100 out-of-pocket cap for Part D is one of the biggest changes beneficiaries have seen in years, and most of them don't even know it yet. Looking ahead to 2026 and beyond, we're watching the future of ACA subsidies closely, because if they expire, a lot of people are going to get a very unpleasant surprise."
And while artificial intelligence and other technologies are a boon to both ShopBenefits and its clients, these changes can also be a double-edged sword.
"Technology has absolutely changed the way we do business, and most of it for the better," Schiebel says. "But my 30 years in this business has taught me that technology is a great servant and a terrible master. Behind every policy is a real person with real stakes, and there are moments when what someone needs isn't a portal or a chatbot; it's just somebody who actually knows them, picks up the phone and tells them the truth. The Bible I read says to look after orphans and widows, and I take that seriously. I have compassion for folks in their time of need; technology cannot touch the warmth that humans offer."
This philosophy is part of why he measures success not in dollars and cents, but by how he is able to help meet the real needs of real people.
Defining success
"Success to me has never been about how many policies I've written or how many carriers are on my speed dial," he says. "It's about whether my clients can actually sleep at night, knowing someone has their back. I define success as the moment a client stops worrying about their benefits and goes back to doing what they're good at, because that's what they hired me for."
He has a simple formula for success: "I show up, I tell the truth, I stay curious and I treat every client like they're the only one I have. I've learned that people don't remember the premium you saved them as much as they remember how you made them feel when things got complicated. And things always get complicated. I just make sure they don't have to face that alone."
Fitzgerald has seen Schiebel live out this approach since they first met 20 years ago.
"Al can be trusted to do the right things for his clients," he says. "Great leaders know when to reach out to other people when they do not have the answers. They do not put their ego before their clients' needs. Al has made his clients more successful in their businesses, because he works hard to create better solutions."
This is especially true in the often confusing world of Medicare.
"When Al becomes aware of an issue, he steps up and takes full responsibility to fix it if he can," Fitzgerald says. "When advisors own up to making a mistake, they can lose clients, hurt their business or run into regulatory penalties. It doesn't happen often, but you feel like you let down your business and your client, so many advisors don't take this path to settle a problem."
However, taking responsibility often strengthens rather weakens a relationship.
"There are no perfect people on this earth, and your clients, friends, family and colleagues know that," Fitzgerald says. "Al does not often make mistakes, but he always takes the high road when it happens. I have high respect and trust in Al to do the right thing. He is also a great friend that I get to share my own mistakes with. This helps deliver outcomes for my clients and also helps me to avoid mistakes in the future."
Family first
As committed as he is to his profession, Schiebel realizes there is more to life than just working. "If you cut me open, you are not going to get a rate sheet," he says. "You are going to find a husband, a dad, a man of faith and a raging LSU fan who still believes that this (and every year) is our year. Geaux Tigahs!"
Not surprisingly for a man who loves to laugh, he was part of an improvisation team at his church. He also once dreamed of being a competitive tennis player. "I mean up-at-dawn, hit-a-buckets-of-balls, chasing-the-dream tennis; but that lasted for about 15 minutes, and then reality hit me in the face," Schiebel says. "I had a family to support. These days, I still play for fun in a men's league here in the Atlanta area. While the speed might not be what it was when I was 25, the competitive fire absolutely is still the same."
First and foremost, however, is his family. "Honestly, I am an open book," he said. "I love being married to my best friend, and doing anything with Julia is my secret weapon and where I am happiest. A long marriage teaches communication; faith teaches service; raising a kid teaches long-term thinking. That kind of life experience helps you better understand the CFO who's worried about cash flow, the HR director trying to do right by her people, the business owner sweating payroll, and the Medicare client afraid of making the wrong call."
Schiebel is grateful to be nominated for the 2026 Advisor of the year, not because of the individual honor, but because it reminds him of where he started, how far he has come and how many people he has helped along the way.
"It is very special and humbling to me that nearly 47 years ago, my family emigrated from my native country of Nicaragua, as my father was being persecuted politically for a moral decision he made," he says. "We moved to the United States seeking political asylum. God has taken care of me and my family over the years, and last year I was able to sell my book of business to Oakbridge Insurance. I am blessed to be where God has put me. I have a wonderful, beautiful wife, a wonderful son, have great friends all over the country, attend a great church, live a comfortable life and am in fairly good health.
"Sure, life is hard and work is hard, but I am a blessed and thankful man."
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