We 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.


Employee Benefits

Joseph 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.

Steve Feldman

Executive Vice President
Small Business Unit

With almost three decades as an insurance practitioner, Steve brings his knowledge, expertise and client-first approach to support Potomac Companies’ small business clientele. He advises small group clients on their group health, dental, vision, life, disability, and long-term care insurance needs for business owners and employees. He began his insurance career in 1993, helping individuals and families plan for their long-term financial future, providing them with individual life, disability, and long-term care insurance, as well as mutual funds and annuities.

Today, Steve brings his warm, personal style and commitment to individualized service to small businesses in the Washington, DC metro area. From one-office non-profits to multiple-location surgery centers, his hands-on, client-first approach ensures businesses with one to fifty employees receive his personal attention and service. Steve holds a life and health insurance license, is certified in Long-Term Care (CLTC), and is a certified Long-Term Care Professional (LTCP).

An active member of The Amity Club of Washington and The Accounting & Financial Women’s Alliance, Steve also volunteers for several non-profit humanitarian and social organizations, including Rebuilding Together Montgomery County. Happily married since 1987, Steve and his wife, Denise, have a daughter and son. In his spare time, Steve enjoys spending time with his family, rooting for all the DC sports teams, playing Texas hold ‘em poker, and golfing throughout the mid-Atlantic region.


Kelly Jarvis

Account Executive, Large Business Unit

Kelly brings over 20 years of experience in the employee benefits space to the Potomac team.  Her industry knowledge and experience guide her in managing Potomac’s LBU clients.  Kelly supervises client renewals, conducting a thorough market analysis, along with benchmark reporting.  She provides our valued clients with innovative and affordably priced benefits solutions.  Outside of annual renewals, Kelly works closely with our clients throughout the year to ensure their legislative compliance, provide stewardship reporting, and implement wellness programs.

Sheila Allentuck

Account Executive & HCM Implementation Manager

Sheila manages small and large group clientele through carrier interfacing, benefits technology, and ERISA compliance.

Sheila takes a broad perspective to identify solutions which solve client problems and ensures a consistent and superior client experience. She manages overall performance of client interactions according to corporate standards and works proactively with clients to provide information, best practices, and training. She has a bachelor’s degree from University of Maryland Baltimore County (UMBC). Sheila resides in Poolesville with her husband, two daughters and two dogs. She enjoys camping and weekends on Tilghman Island.

Jeffrey King

Director, Small Business Unit

Jeff joins the Potomac team with over 15 years of experience in the employee benefits industry, largely within the small group arena (under 50 lives). Besides working with clients to obtain the best renewal available, he will help small group clients solve any issues regarding benefits throughout the year. He will continue the excellent service Jon Lee and the Green Team provide.

Outside of the office, Jeff likes to work out, run, read, and spend time with his 2 kids.  He can also be found rooting for the Dallas Cowboys and the Washington Nationals and Capitals.

Katie Li Trinh

Account Manager, Small Business Unit

Katie has been working in the insurance industry for over ten years.  She is the Account Manager for SBU (small business unit) clients, and handles day-to-day communications, manages renewal and enrollment processing, escalates client issues, educates clients and staff on their benefits, and creates enrollment presentations and collateral.  She is the liaison for SBU client HR departments and benefits vendors and holds a Maryland life & health insurance license.  To keep office morale high, Katie provides daily riddles, trivia, and fun facts for staff.

Jon Lee

Account Manager, Large Business Unit

Jon Lee is lead Account Manager for LBU (large business unit clients).  He manages and resolves day-to-day client issues for employers and employees.  On the employer side, he shops for plans and conducts plan comparisons, and processes enrollments, terms, changes, and retro-requests.  On the employee side, Jon resolves claims and answers questions.  He is a graduate of the University of Maryland and is currently working towards obtaining Maryland life and health insurance licenses.

Q Miceli Carleton

Wellbeing Consultant & Marketing Associate

Q is responsible for vetting new wellness vendors and matching clients with the carrier or vendor wellness programs that best suit their needs and budgets. In addition to coordinating wellness initiatives, Q is the voice of Potomac, creating email newsletters and broadcasting messages on Potomac’s social media channels.

She has a bachelor’s degree from Princeton University and holds multiple health coaching certifications from the Institute for Integrative Nutrition, American Association of Drugless Practitioners, and Catalyst Coaching Institute. Q provides wellness and communications support for all clients.

Q resides in Colorado and spends her free time creative writing and mountain biking.


Steven Zitomer

Vice President of Worksite Benefits

In 2009, Steven recognized health care costs would continue to rise, and so would the value of voluntary benefits. Dedicating himself to understanding and working with a multitude of carriers, Steven has become an expert in the voluntary benefits industry. He has thousands of clients in 32 states, and his book of business continues to expand.

In 2018, Steven joined Potomac Companies as Vice President of Worksite Benefits. This was a natural fit as their shared philosophy of providing robust benefit solutions, while managing healthcare costs, is their driving force. Combining their expertise offers more solutions to local markets served by Potomac Companies.

Steven is a graduate of the University of Maryland with a B.S. in Finance. In his free time, you can find him on the golf course or rooting for the Philadelphia Eagles.

Ron Schneider

Worksite Benefits Manager

In 2010, Ron Schneider turned his 24 years of sports marketing experience into a profession in voluntary benefits. This change was a natural fit, as many of his current clients appreciated the value of adding voluntary benefits to their company’s offerings. Ron has become an expert in voluntary benefits while working with multiple carriers. While most of his clients are located in the Washington, DC metropolitan region, Ron has several larger accounts spread out across the country. He is licensed in 18 states and his portfolio continues to grow daily.

In January 2018 Ron joined the Potomac Companies team as Worksite Benefits Manager. This will enable Ron and Potomac Companies to combine their resources to offer the most comprehensive program for their clients.

Born and raised in Rockville, Maryland, Ron currently lives in Bowie, Maryland with his wife of 22 years. While not supporting his clients, you can find Ron on the nearest golf course or cheering on the Washington Wizards.


Terry Anderson

Executive Vice President

Plan Sponsor Consultants


Garrett Anderson

Vice President

Plan Sponsor Consultants


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