About The Benefits Boss

Our Story

How two people who lived it built the company to fix it.

Lore

I'm Delores Soto but everyone's called me Lore my whole life. I've worked since I was sixteen: seven years climbing retail management, a brutal detour through banking, then back to the sales floor. Ask anyone who knows me. I like to work, I like to be in charge, and I like to win.

When I moved my family to Dallas, I cold-called my way into 21 interviews in four days. That's just how I'm built when I set my mind to something, I find a way. In 2017 that determination landed me in health insurance, and I took to it like a fish to water. First one in, last one out. My very first year, I was the most-issued agent in the Dallas office.

But I was inside a captive agency, and the longer I stayed, the more I saw. Deceptive recruiting. Lukewarm leads dressed up as sure things. And the part that ate at me most: turning away good people a single mom, a small business owner, a family in a tough spot because the one stringently underwritten product I was allowed to sell simply didn't fit them.

It was a moral dilemma of the worst kind. I loved my clients and my team. I couldn't stand who I was making money for.

Dakota

I found this business at eighteen, staring down a 7 a.m. algebra class and a future I couldn't picture. I saw a posting for a health insurance agent, figured it sounded easy, and said I'm in. Nobody mentioned it was full commission. My first month I worked twelve-hour days and made $300 helping exactly one person.

That was the crash course. Hard work matters, but working smart matters more. I refined my approach, learned to actually market, and month after month my income nearly doubled. I left the industry for a few years, bounced through a half-dozen jobs, and realized the only work I ever loved was this. So I came back and this time I took it seriously, until I became a top producer.

The more I learned, the less I could ignore. I'm relentlessly curious, so I started digging into the things you're not supposed to question commission structures, residuals, what it really means to sell as a captive agent. I watched families pushed into plans that fit the company, not them. And I watched myself turn away person after person I wasn't allowed to help.

So I left the captive world to become a broker. And I didn't just want to sell insurance differently I wanted to build the infrastructure that made it impossible to do it wrong.

What We Built

Lore and I had been working side by side through all of it I took the clients her product couldn't cover, she took the ones who fit. When the company caught wind of our union, they terminated her contract. Honestly, it was the best thing they ever did for us. We merged our brands and built The Benefits Boss: a place to offer every product in every state, and to give agents a home where they could thrive without high-pressure tactics. Dakota is the visionary; Lore runs the people and the financial side. Two heads really are better than one.

TBB is an answer to everything we watched fail people as agents, as patients, and as people who have navigated the system ourselves.

We built our own technology. We trained our own team. We created a process that shops your entire market, matches your doctors and prescriptions, and finds the actual best plan not the easiest one to sell. We built the marketing, the CRM, the training infrastructure so that every person who calls TBB gets the same thing we wish existed when we needed it: an advisor who is on their side, working every carrier, with no captive constraints.

This is what insurance was supposed to be. We're just finally doing it right.

What We Believe

• ▸Health insurance shouldn't require a degree to understand. Plain English. Real comparisons. No tricky fine print.
• ▸Independent advice beats captive advice, every time. Unlike captive agents who can only sell one company's plans, every TBB advisor is contracted with every major carrier in your state so our recommendation is always driven by what's best for your situation, full stop.
• ▸A broker is for life, not just open enrollment. Life changes mid-year. Your coverage should too. We pick up the phone.
• ▸Virtual works. No driving to an office. No paper forms. National licensure means we can help anyone in all 50 states.

By the Numbers

Who We Help

Anyone under 65 who buys their own health insurance: freelancers, self-employed professionals, gig workers, early retirees, families between employer plans, small business owners shopping group coverage, and anyone who's ever sat in front of HealthCare.gov and asked, "Wait, which one of these is actually good?"

Want to put a face to the team? Meet our licensed coverage advisors.