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.

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.


Stephanie Williams, SPHR

Director of Account Management

Jon Lee

Account Manager, Large Business Unit

Katie Trinh

Account Manager, Small Business Unit

Sheila Allentuck

Compliance & Human Capital Management Systems Manager

Q Miceli Carleton

Wellbeing Consultant


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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