We provide in-depth knowledge on a variety of issues and work together to educate and inform our clients of industry trends, new laws and legislation, and market changes.  Additionally, our employee benefits experts form valued and trusted relationships with clients, helping us fully understand each of our client’s unique internal cultures, business environments, financial challenges, and strategic goals.


The Potomac Team

Joe Appelbaum, President/CEO & Founder

Joe founded Potomac Insurance in 1990 with one guiding principle: to build relationships with clients, to exceed their expectations by providing exemplary service, support, and expertise, and to become the comprehensive source for clients’ employee benefits needs. He has been an insurance practitioner for over 30 years and his experience in and knowledge of the employee benefit industry affords clients a unique and innovative approach to employee benefit selection. Joe is a subject matter expert on controlling healthcare costs, PPACA (healthcare reform), and HR issues. He speaks frequently at various trade association conferences and SHRM functions across the country. Joe is the thought leader, advisor, and chief analytics officer for all his clients.

Joe is a lifelong entrepreneur and started his first business at the age of 13 in Manalapan, New Jersey. He is an active member of the Association for Enterprise Growth (AEG) and is a founding sponsor of Executive Leaders Radio. Joe enjoys helping other CEOs and local business owners connect and collaborate with fellow leaders, and is a longtime philanthropist for the Brain Tumor Society and Leukemia & Lymphoma Society. Joe attended Carnegie Mellon University and graduated from Rutgers University with a Bachelor of Science degree in Economics. He resides in Rockville, MD with his wife and children.

Milton Foster, Executive Vice President, Large Business Unit

Milton has been working in the employee benefits and health insurance industry for almost 25 years. Prior to joining Potomac, Milton was the Vice President of Group Benefits with several regional broker consulting firms. His extensive experience also includes working directly with various insurance carriers, including MAMSI/Optimum Choice (now United Healthcare) and The G.W. Health Plan.

Milton oversees Potomac LBU (large business unit), managing the account management staff, who handle day-to-day operations and follow strategic direction.  With the LBU, Milton provides a consultative advisory service approach to his clients regarding benefit program design, cost management, wellness program design and coordination, technology options and coordination, and other product services needs. He also works directly with a select group of clients as their day-to-day, 24/7 contact. Prior to working in the public sector, Milton served in the United States Army, 10th SFG (Special Forces Group), Airborne (Air Assault) Division.

Steve Feldman, Executive Vice President, Small Business Unit

Steve brings over 20 years of experience helping families in the small business market with their life, health, disability and long term care insurance needs.  He provides extensive focused attention, service, and support to Potomac Companies' small business clientele and partnerships.  His certifications include Long Term Care (CLTC) and Long Term Care Professional (LTCP).  Steve consults with small businesses, connecting them with group health, dental, and employee benefits.


Potomac's staff consists of three teams--the Green Team and the Blue Team for the Large Business Unit, and the Small Business Unit team--with the following positions on each team:

Account Executive, Account Manager, and Account Coordinator

Part of client service team, providing day-to-day client account management and customer service

Compliance and Human Capital Management Manager

Supports clients in COBRA, ERISA, PPACA, and Section 125 compliance, with 5500 reporting and third party administrator (TPA) coordination

Wellbeing Consultant

Guides clients in exploring wellness options through their carrier or carefully-vetted vendors

HR Support & Outsourcing

HR HelpDesk from ProHCM partner in Massachusetts and two local SPHRs

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