My Jerry Maguire Moment —Putting the Customer First 

By William Green

For the first eight years of my healthcare career, I was deep in the game. The investor game. The pitch deck game. The “scale fast, sell faster” game. 

I did what I was trained to do: hit growth metrics, say the right things in board meetings, and make cost-cutting look like progress. But something was off. I knew it—and honestly, so did a lot of us. 

Then came my Jerry Maguire moment. 

You know the scene: late at night, writing a mission statement—not because the numbers weren’t good, but because something bigger wasn’t working. That was me. Tired of doing well on paper while knowing we weren’t doing all we could for people. 

And then we formed PERMA FAIR.

A Health Plan with No Exit Strategy — and That’s a Good Thing 

PERMA FAIR isn’t owned by private equity. It’s not being “built to flip.” In fact, it was created by one of the most trusted benefits consultants in the country — Conner Strong & Buckelew — not to be sold, but to serve their own clients better. 

Let that sink in. 

This isn’t a startup trying to win brokers. We are brokers. And we built PERMA FAIR because we couldn’t find a partner we truly trusted with our clients. 

Now we don’t just believe in the product — we use it ourselves. And that changes everything. 

What We Stand For — and Why That Matters to You 

This isn’t marketing fluff. This is the mission we live by: 

To deliver transparent, ethical healthcare benefits that prioritize people over profits — with the consistency, integrity, and loyalty our clients can count on for decades. 

And these aren’t just our values. They’re the reason brokers, employers, and members stick with us: 

Consistency with Purpose: We’re not chasing the next buyer. We’re building for the clients we already have — and the ones we want to keep for the next 20 years. 

Loyalty to Clients, Not Shareholders: No external investors. No pressure to cut corners. Just full alignment with brokers, employers, and members. 

True Transparency: You’ll always know what you’re paying for and why. No hidden fees. No behind-the-scenes deals. Just honest numbers and full visibility. 

Accountable Service: You don’t get bounced between departments. You get real people who know your group and show up when it counts. 

Built to Improve, Not Exit: We reinvest in service, tech, and tools — we innovate for better outcomes, not better valuations.  Our reinvestment goes into people, tools, and service — not investor pitch decks. 

For Brokers, PERMA FAIR Is the Unicorn 

We’re the partner you wish existed: 

• Making your client happy and making you look good 

• No channel conflict 

• No investor ROI breathing down our necks 

• And built by a consulting firm that gets how hard your job is 

Whether you’re an advisor, a benefits manager, a CEO, CHRO or a CFO looking for something better — this is it. 

The Final Word 

When your RBP benefits partner is loyal to investors, you’re just a line on a spreadsheet. 
When we say we’re loyal to you, we mean it literally — you’re the mission. 

This isn’t just my job anymore. It’s personal. It’s permanent. 

That’s why PERMA FAIR exists—not to be the fastest-growing, but to be the most grounded, trustworthy, and aligned with the values this industry should stand for. 

If you’re ready for a healthcare partner that’s here for the long haul — not the buyout — let’s schedule time to talk. Email me directly or visit permafair.com/contact-us to see how PERMA FAIR can transform your benefits experience.