Enquirer Consulting Group

Alithias Buyer Map

Ross Bjella | Alithias | October 2026

As of 14 Oct 2026

Alithias gives employers care navigation, physician quality data and plan reporting, so their employees reach high-quality care at a lower cost.

This page maps the groups of employers and advisors that decision sits with, how many firms there are by size where a clean public count exists, and who usually signs off in each.

The middle two size columns are closest to the smaller employers you described as tough to reach, and the ones whose leaders most need to hear that this cost can be controlled.

Where your buyers sit

Groups drawn from the employers your own site and your own words point to. Counts are firms, not sites, and are banded on purpose. A group with no clean public count says so.

GroupOrganizations in the USUnder 20 staff20 to 99100 to 499500 or more
Metal, machinery and equipment makersabout 85,000about 58,000about 18,000about 5,500about 2,700
Paper, packaging, plastics, food and other manufacturersabout 160,000about 120,000about 27,000about 8,300about 4,300
Banks, savings institutions and credit unionsabout 9,300about 3,600about 3,500about 1,800about 500
Employee benefits brokers and consultants who advise employersno clean public count
Employers based outside the US with staff hereno clean public count

US firm counts by industry code, banded deliberately.

Who usually signs off in each group

Titles shift with size. In a smaller firm the owner or CEO often decides alone. In a larger one the CFO and the head of HR decide together, with the broker in the room at renewal.

GroupUsually signsAlso in the room
Metal, machinery and equipment makersOwner, president or CEO, with the CFO or controllerHR or benefits manager, plant or operations head, the benefits broker
Paper, packaging, plastics, food and other manufacturersCFO or controller with the head of HRBenefits manager, the CEO on a plan design change, the benefits broker
Banks, savings institutions and credit unionsPresident and CEO with the CFOVP of Human Resources, benefits administrator, the benefits broker
Employee benefits brokers and consultantsPrincipal or partner who leads the employee benefits practiceAccount executives and producers who carry each renewal
Employers based outside the USUS country manager or head of HR for the AmericasGroup HR and reward leads at head office, finance

What moves the decision

Most mid-sized employers look hard at their health plan once a year, at renewal. The broker brings the increase, HR is asked to hold the cost without upsetting staff, and the CEO signs what arrives. The firms that move are the ones where the CEO or CFO treats the plan as a business cost they own.

Self-funded employers carry fiduciary duty for the plan. That puts the CFO and the CEO closer to the decision than HR alone, and gives them a clear reason to ask for cost and quality data they can defend.

Plan design is where the savings land. Tiered and incentive-based designs only work when employees can see which local doctors are both lower cost and higher quality, and when the reward for choosing them is large enough to matter.

Groups without a clean public count

Employee benefits advice sits inside the wider insurance agency count, next to property, casualty and life agencies, so no single public count fits the group. Consultants paid a fee by the employer are a smaller group again.

No public count sorts employers based abroad by the size of their US staff. These firms are still worth working by name, since their people here face a billing system their head office does not know.

Ten people to start with

The people who usually sign at the groups above, one a company. Work emails and phone numbers checked on Oct 14, 2026.

NameRoleCompanyWhereEmailPhone
Chad GonoChief Executive OfficerRegal Plastic Supply Company Inc.Dallas-Fort Worthcgono@regal-plastics.com+1 972 342 1645
Brent NoonanChief Executive OfficerGladwin Machinery SolutionsMinneapolis, MNbrent.noonan@gladwinmachinery.com+1 317 645 6060
Jake FosterChief Executive OfficerKerr PumpsSulphur, OKjfoster@kerrpumps.com+1 580 222 8306
Scott BlandChief Executive OfficerFoster USAGreensboro, NCsbland@fosterusa.com+1 419 234 5697
Manuel MartinezChief Executive OfficerSabrosura FoodsLos Angelesmmartinez@sabrosurafoods.com+1 909 917 2120
Timothy HubbertVice President OperationsUniloyDetroittim.hubbert@uniloy.com+1 248 207 1662
Jill CastillaChairman, President and CEOCitizens Bank of EdmondEdmond, OKjcastilla@mycitizens.bank+1 405 808 8993
Michael ColonSenior Vice PresidentTexas Regional BankJacksonville, FL+1 904 710 8587
Michael NagaiVice President, Information Security Officer, and Commercial Banking OfficerPreferred BankBrea, CAmichael.nagai@preferredbank.com+1 310 869 4726
Dave SullivanVice President of Marketing, Sales and ServicePeople Driven Credit UnionDetroitdaves@peopledrivencu.org+1 248 891 2205

Where to start

Reach the CEO and CFO before renewal

Your strongest point is that leaders can control this cost. A short note to the CEO and CFO in the months before renewal, framed as a business cost they own rather than an HR benefit, reaches the people who sign before the broker sets the agenda.

Turn referrals into a steady route

Your growth has come mostly through referrals. Each employer you serve sits among owners, CFOs and HR leads in the same industry and region. Asking a client for an introduction when their savings report lands makes that route repeatable rather than occasional.

Work with advisors paid by the employer

Your site already speaks to the advisors who guide employers. Where a broker's pay depends on the carrier, change is a hard sell. Benefits consultants paid a fee by the employer have no carrier incentive to protect, and can carry your case into the room.

Built from public federal registries and the company's own website, counts banded deliberately.

If a walk-through is useful, pick a time at cal.com/ecg.

Prepared by Dan Reeves, dan@enquirerconsulting.com.