Most employees never choose the health plan their employer buys for them. Mike Markland believes that model is ready for a rethink. In this episode of the Colorado Business Podcast, Mike shares the personal healthcare experience that pushed him into employee benefits, the numbers that convinced him to leave a traditional brokerage, and why employer-funded individual coverage may give workers more control over how they use their benefits. Mike and the hosts unpack ICHRA, now discussed in the episode as CHOICE Arrangements, the incentives built into group health insurance, direct primary care, the role of consumer choice, and the pressure rising costs place on employers and employees. The conversation also moves into building ATMA PMF, hiring people who default to action, systems over goals, personal responsibility, and the standards Mike learned through sports and family. Specific savings figures and healthcare-system claims discussed in the episode reflect the guest's experience and perspective. Results and plan suitability vary by employer, employee, market, and coverage design. FEATURED GUEST Mike Markland Founder, ATMA PMF Website: https://atmapmf.com/ SPONSORS EXCO Advisors: https://excoadvisors.com/ LINE-X of Colorado Springs: https://linexcoloradosprings.com/ RAIN: https://rain.tech/ Savion HQ: https://savionhq.com/ Data Hubz: https://datahubz.com/ Reveal Med Spas: https://revealmedspas.com/ Awesome Home Services: https://awesomeservice.com/ Dream Accounting Solutions: https://dreamaccountingsolutions.com/ Exponential Impact: https://exponentialimpact.com/ Bellwether Homes: https://bellwetherhomes.com/ Pioneer Rodeo: https://pioneerrodeo.com/tickets/ Lightning Glassworks and Screens: https://fastglassrepair.com/ Bright Leaf Energy: https://brightleafenergy.co/ Junk-N-Haul: https://junknhaul.com/ Be Our Guest Getaways: https://beourguestgetaways.com/ Planet Duct: https://planetduct.com/ FASTSIGNS: https://fastsigns.com/ Pinnacle Advanced Primary Care: https://pinnacleapc.com/ ABOUT THE COLORADO BUSINESS PODCAST The Colorado Business Podcast features entrepreneurs, founders, builders, and leaders shaping Colorado's business community. Subscribe on YouTube: https://www.youtube.com/@ColoradoBusinessPodcast Explore more episodes: https://coloradobusinesspodcast.com/ If your employer gave you a benefits budget instead of one group plan, what would matter most in your choice? Share your answer in the comments. #ColoradoBusinessPodcast #MikeMarkland #EmployeeBenefits