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 35 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 Children's National Hospital Foundation, 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.

GBDS Account Executive

Anne Herring

Anne brings decades of experience in the employee benefits space to the Potomac team. Her industry knowledge and experience guide her in managing Potomac’s LBU clients. Anne 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, Anne works closely with our client throughout the year to ensure their legislative compliance, stewardship reporting, and implement wellness programs.

Lead Financial Analyst

Zach Appelbaum

Zach is our Lead Financial Analyst. He has excellent quantitative analytical skills and can work with and interpret large data sets. Zach is knowledgeable in acquisition and management of corporate capital; analysis of operations, forecasting, raising capital, and planning profits. He is skilled in Microsoft Office; able to create complex Excel reports, VBA Coding, probability sets, dashboards, as well as applying statistical models for trend analysis. Zach has a bachelor’s degree from Penn State University.

HCM Implementation Manager

Sheila Allentuck

Sheila heads our HCM Benefit Implementations team, she assists our clients with building out online enrollment portals which includes, audit assistance and monitoring EDI data feeds. She also assists with day-to-day compliance questions (ACA Reporting, PCORI Fees, Form 5500 and SAR’s). 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 HCM systems and works proactively with clients in training them on the utilization of their Human Resources Information Systems (HRIS). She was a 2 sport Division I athlete and loves all things sports. She has a bachelor’s degree from University of Maryland Baltimore County (UMBC).

Sr. Account Manger

Julie Freeman

Julie Freeman is an Account Manager with over fifteen years of experience in developing client relationships, analyzing market trends, and promoting long-term agency success.   Julie understands the power of diplomacy and determination necessary to gather information pertinent to solving the situation at hand.  Julie enjoys spending time with her grandchildren, watching football, and traveling around the country visiting family.

Account Manager

Maggie Friel

Maggie is an Account Manager for the Employee Benefits Division of Potomac Companies. Her main responsibilities include working directly with our clients on account management and advocacy; by offering timely and creative solutions to help meet client needs. Maggie also assists individual group members with claim resolutions and HRA reconciliation. Prior to joining Potomac Companies, LLC, Maggie worked as an Associate Consultant in the Public Sector. With almost 20 years of group life and health benefits account management; her consultative responsibilities include benefit design and implementation of health and welfare benefit plans, employee communications, open enrollment meetings and presentations, research, and claims resolution.

HCM Manager

Jennifer Hall, CEBS, SPHR

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Marketing Analyst

Demi Pietri

Demi is the head of our marketing department. She works closely with her team, as well as the rest of the staff, to facilitate the growth and development of the company. She also communicates compliance updates, wellbeing and other relevant news to our clients. Demi joined the Potomac family in 2019 after graduating from the University of Miami. She enjoys spending time with family and being active.

Operations Team Lead

Conner Bryan

Conner is the Operations Team Lead for Potomac Companies. He handles all internal affairs and provides support to Potomac employees and clients. Conner is an Army Combat Veteran with tested experience in coordinating with and leading his peers. He enjoys spending time with his wife and two children as well as visiting family.

Benefit Specialist

Lily McCoy

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Benefit Specialist

Hannah Fagan

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Account Associate | Media Producer

Dominic Cavell

Dominic is our media and technology expert. He works closely with our marketing team to bring our CEO’s ideas and visions to fruition. He also maintains his health and life insurance producer license in the state of Maryland and assists the team with presentations and various projects to improve client experiences. Dominic graduated from Bournemouth University in England before moving to the United States in 2017. He is an avid golfer and when he is not working, you will likely find him on the golf course.

Our Potomac Family

Joseph Appelbaum

1803 Research Blvd, Suite 604 | Rockville, MD | 20850

Potomac Companies, Inc. © 2023

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