Health & Voluntary Benefits Association

What Health & Voluntary Benefits Association does

The Health & Voluntary Benefits Association (HVBA) is a 501(c)(3) non-profit trade association founded in 2008 and headquartered in Mount Laurel, New Jersey, serving as the first and only national non-profit organization dedicated to the health and voluntary benefits (ancillary/supplemental insurance) industry in the United States. It operates a community and education platform that connects all ecosystem stakeholders — employers and HR executives, insurance carriers, brokers and consultants, and voluntary benefit service providers — through membership, certification, events, and content.

HVBA's core offerings include the Certified Voluntary Benefits Specialist (CVBS) professional designation, comprising an eight-module curriculum and an 88-question proctored exam; an annual individual membership ($299/year) bundled with perks valued at over $2,000; a combined Membership + CVBS package ($995); group certification programs (10–35% volume discounts); the industry's first online voluntary benefits magazine, VBM (bi-monthly, 15,000+ subscribers); a daily newsletter, the Daily Industry Report; and an events program anchored by an annual conference plus regional innovation summits. Underlying technology is a self-serve e-commerce and LMS stack (checkout.vbassociation.com, members.vbassociation.com) integrated with Eventbrite and Beehiiv, plus a searchable professional directory and member document library with content contributed by industry partners including Gallagher, Guardian, ADP, MetLife, Hub International, CBIZ, and Marsh McLennan.

HVBA generates revenue through individual membership dues, CVBS certification fees and renewals ($149/yr, waived for active members), bundled packages, conference and event fees, VBM advertising (members receive a 20% discount), the $7,500 Leadership Awards sponsorship, and corporate/group sponsorships with custom pricing. The organization is independently governed by an executive board and advisory board under Chairman & CEO Rob Shestack and Executive Director Sarah Hunt, with no parent company or institutional investor disclosed. Endorsements from SHRM, HRCI, CFP Board, Self-Funding Employers Association, and others, combined with 501(c)(3) status, support its positioning as an industry-standard-bearer rather than a commercial competitor.

Name

Health & Voluntary Benefits Association

Legal name

Health & Voluntary Benefits Association

Website

https://vbassociation.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Health & Voluntary Benefits Association is a 501(c)(3) non-profit trade association serving as the central hub for the U.S. voluntary benefits industry, offering professional certification (CVBS), membership, conferences, and content to brokers, HR executives, carriers, and service providers.

Ownership category

akta.pro rank

Headquarters

HQ city

Mount Laurel

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Annual Membership Dues: HVBA generates revenue through annual membership dues at $299 per individual per year. Membership automatically renews annually unless terminated with 60 days written notice. The membership includes access to the professional directory, CE library, member portal, networking events, conference discounts, and member perks valued at over $2,000.
2. CVBS Certification Program: Professional certification fees of $895 for individual enrollment in the Certified Voluntary Benefits Specialist program. The certification requires completion of all course modules, passing an 88-question exam, and annual renewal at $149 (waived for active HVBA members). Group packages offer 10%–35% discounts based on group size.
3. Membership + CVBS Bundled Package: A bundled offering combining annual HVBA membership and CVBS certification for $995, offering cost savings versus purchasing separately ($299 + $895 = $1,194).
4. Annual Conference and Event Fees: Revenue from flagship Annual HVBA Conference, Regional Innovation Summits (Tampa, San Antonio, New Hope), workshops, webinars, roundtables, and other events. HVBA members receive fee waivers and automatic VIP conference package upgrades when attending sponsored events.
5. Voluntary Benefits Magazine Circulation and Advertising: VBM is published bi-monthly and circulated electronically to over 15,000 subscribers. HVBA members receive priority article submission and a 20% discount on advertising rates.
6. Leadership Awards Sponsorship: The annual Leadership Awards ceremony is sponsored at $7,500, providing sponsor branding, speaking opportunities, award presentation slots, website logo placement, and recognition across HVBA communications and the Daily Industry Report.
7. Group Certification and Corporate Sponsorship: Corporate sponsors receive up to 5 CVBS certification programs for key associates, custom e-blast schedules, analytical reports, and press releases. Custom pricing is available upon email inquiry at [email protected].

Pricing tiers

Go-to-market motion4 records

Distribution channels7 records

Marketing channels11 records

Core offering

HVBA operates as a non-profit trade association providing the Certified Voluntary Benefits Specialist (CVBS) professional certification program, an E-Library of continuing education courses, industry publications (Voluntary Benefits Magazine and Daily Industry Report), an annual conference with regional summits and webinars, and an annual individual membership. It also sells group certification packages to employer organizations and offers corporate sponsorships.

Product overview

The Health & Voluntary Benefits Association (HVBA) operates a platform-plus-program architecture centered around professional certification and industry education. The core offering is the Certified Voluntary Benefits Specialist (CVBS) Program, a professional designation requiring completion of educational modules and an 88-question exam, supported by the E-Library of CE Courses subscription for continuing education. The organization also publishes Voluntary Benefits Magazine (bi-monthly) and the Daily Industry Report newsletter. HVBA organizes the Annual HVBA Conference and offers group certification packages for enterprise clients. Membership is sold as an annual subscription ($299/year) providing access to benefits, networking, and member perks including discounts on business services.

Differentiator

Problem solved

Functional benefit

Brands

• Certified Voluntary Benefits Specialist (CVBS): Professional certification program for voluntary benefits professionals
• Certified Cyber Security Specialist (CCSS)
• Voluntary Benefits Magazine (VBM)
• Daily Industry Report (DIR)
• Annual HVBA Conference

Products and services

• HVBA Annual Membership Annual individual membership providing networking, education, industry updates, conference discounts (20% off HVBA events), member portal access, professional directory listing, E-Library of CE courses, and member perks (BizFilings, PerkPlans, Sky Key, HERO Benefits Network, Motivity Care, EndpointLock, Dentistry.one) valued at over $2,000.
• Certified Voluntary Benefits Specialist (CVBS) Program The premier professional designation for voluntary benefits professionals, requiring completion of eight educational modules and passing an 88-question proctored exam. Includes CVBS designation, professional directory listing, certification seal, and annual renewal at $149 (waived for active HVBA members).
• E-Library of CE Courses Online subscription platform providing continuing education courses at Introductory, Intermediate, and Advanced levels covering industry trends, federal regulations (HIPAA, ACA, ERISA), IRC Section 125 compliance, COVID-19 topics, and emerging programs (HSA, HRA, ICHRA, EBHRA).
• Voluntary Benefits Magazine (VBM) Official bi-monthly online publication of HVBA covering ACA effects on voluntary benefits, engagement technology, non-traditional voluntary benefits, and employer best practices. Circulated to 15,000+ senior HR executives, insurance agents, consultants, and carriers. HVBA members receive 20% discount on advertising rates.
• Daily Industry Report (DIR) Daily newsletter delivering industry updates, trends, best practices, and innovations to subscribers in the voluntary benefits industry. Free subscription promoted across HVBA events, website, and member communications.
• Annual HVBA Conference and Leadership Awards Flagship annual conference and Leadership Awards ceremony bringing together stakeholders in the voluntary benefits ecosystem, including Hall of Fame, Rising Stars, Excellence, Technology, Product Innovation, and Sponsor of the Year awards. The 2026 conference is scheduled for November 19 in New Hope, PA.
• Group Certification Packages Customized group CVBS certification programs for employer organizations and carrier groups (2-49 participants) with tiered pricing discounts (10-35% off) based on group size. Includes educational videos, live webcasts, face-to-face proctoring, custom Q&A, 1-year HVBA membership per individual, custom analytical reports, featured Q&A in VBM, and custom e-blast schedules.

Quantifiable outcome

• 85% of businesses that fail are not members of their industry association
• +4 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

19 partnerships are on record, tiered core, flagship and minor.

• Trinity OakscoreStrategic or Co-development PartnerTrinity Oaks is HVBA's philanthropic partner, founded on the premise that active participation in the outdoors is a powerful, healing, and life-changing experience. A percentage of HVBA membership proceeds are donated to Trinity Oaks to help fund underserved populations. Trinity Oaks received the HVBA Partner of the Year Award in 2024 (Leslie Eason and Lee Stokes accepted on behalf of Trinity Oaks).
• Voluntary Employee Benefits Board (VEBB)coreStrategic or Co-development PartnerVEBB was established in 1987 as an exclusive organization for carriers and providers in the voluntary benefits industry. Although VEBB is no longer active, its legacy lives on through HVBA, with many past VEBB members now active in HVBA. Past presidents from 1987-2021 are documented, and VEBB Superstar Award winners include notable industry leaders. HVBA is committed to carrying forward VEBB's mission and principles.
• SHRMflagshipGTM or Marketing PartnerSHRM (Society for Human Resource Management) is listed as an endorsing organization for HVBA's professional training and certification programs, specifically the CVBS certification. SHRM endorsement provides credibility for HR professionals seeking continuing education credits through HVBA programs.
• HRCIflagshipGTM or Marketing PartnerHRCI (HR Certification Institute) is an endorsing body for HVBA's CVBS certification program. HR professionals can earn continuing education credits through live class attendance for the CVBS program, enhancing the certification's professional value.
• CFP BoardflagshipGTM or Marketing PartnerThe CFP (Certified Financial Planner) Board is listed as an endorsing organization for HVBA's CVBS certification program, extending the certification's reach to financial planning professionals who advise clients on voluntary benefits as part of comprehensive financial wellness strategies.
• Self-Funding Employers AssociationcoreGTM or Marketing PartnerListed as an endorsing organization for HVBA's professional certification programs, providing credibility for self-funded employer groups seeking education on voluntary benefits administration.
• Corporate Health & Wellness AssociationcoreGTM or Marketing PartnerAn endorsing organization for HVBA's CVBS certification and continuing education programs, connecting HVBA with the corporate wellness community.
• Healthcare Reform Center & Policy InstitutecoreGTM or Marketing PartnerAn endorsing organization for HVBA's professional certification programs, providing regulatory and policy expertise alignment with healthcare reform education.
• Global Healthcare AccreditationcoreGTM or Marketing PartnerAn endorsing organization for HVBA's CVBS certification program, connecting the voluntary benefits industry with global healthcare accreditation standards.
• Medical Tourism AssociationcoreGTM or Marketing PartnerAn endorsing organization for HVBA's professional certification programs, linking voluntary benefits education with the medical tourism ecosystem.
• MassMutualflagshipGTM or Marketing PartnerMassMutual is a sponsor of HVBA's 'Insights That Matter' annual industry report, which aggregates feedback from over 24,000 health and benefits professionals on top trends including GLP-1 drug coverage, mental health initiatives, and health plan affordability.
• Sydney ConsultingflagshipGTM or Marketing PartnerSydney Consulting co-sponsors HVBA's 'Insights That Matter' annual industry report alongside MassMutual, providing research sponsorship for data collection and publication of trends affecting 2025 employee benefits strategies.
• HERO Benefits NetworkcoreGTM or Marketing PartnerHERO Benefits Network (HBN) was founded to honor and support America's heroes (military, first responders, healthcare workers, educators) by providing housing assistance and exclusive benefits. All HVBA members qualify for Hero Rewards under the non-profit tab. When a hero uses HBN's network of real estate agents, mortgage lenders, and title professionals, they receive a portion of commissions ($3,000 to $10,000 average benefit).
• Sky KeyminorGTM or Marketing PartnerSky Key is an HVBA member benefit providing travel savings. HVBA members receive discounts on travel to HVBA conferences and beyond through the Sky Key program, accessible as part of the membership perks package.
• Motivity CareminorGTM or Marketing PartnerMotivity Care is included as an HVBA membership perk, offering no-cost access to HVBA members as part of the expanded membership benefits package. The program provides additional value to HVBA members at no additional cost.
• PerkPlans Discount MallminorGTM or Marketing PartnerPerkPlans is an HVBA membership perk providing discount mall access to members at no additional cost. Part of the expanded membership benefits announced to address member value in a tight economy.
• BizFilingsminorGTM or Marketing PartnerBizFilings is an HVBA membership perk offering business filing and incorporation services at a discount to HVBA members. Part of the expanded membership benefits package.
• EndpointLock EncryptionminorGTM or Marketing PartnerEndpointLock Encryption is an HVBA membership perk providing cybersecurity protection at no additional cost to members. Part of the expanded membership benefits announced to deliver tangible value.
• Dentistry.oneminorGTM or Marketing PartnerDentistry.one is an HVBA membership perk providing dental care access to members at no additional cost, included in the expanded membership benefits package.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Society for Human Resource Management (SHRM): SHRM is the largest HR professional association in the world, offering the SHRM-CP/SCP certifications and continuing education. It is a current endorsing body of HVBA's CVBS program but also a much larger incumbent with overlapping HR-executive audience and competing CE offerings.
• LIMRA (LL Global): LIMRA is a research and consulting organization serving the insurance and financial services industry with benchmarking, conferences, and executive education. Comparable as a broader industry-body serving carriers and distributors, but at a much larger scale and with a research-and-data orientation versus HVBA's certification orientation.
• America's Health Insurance Plans (AHIP): AHIP is the national trade association representing health insurance providers, offering advocacy, education, and carrier-focused programming. It is a broad incumbent in the same payer/benefits ecosystem that HVBA's carrier-representative segment serves.

Direct peers

• National Association of Health Underwriters (NAHU): NAHU is a trade association for health insurance agents, brokers, and consultants, offering advocacy, education, and certification programs. It overlaps directly with HVBA's broker/consultant and HR executive audiences and competes for the same voluntary benefits education mindshare.
• Self-Insurance Institute of America (SIIA): SIIA is a member organization serving employers, TPAs, and providers in the self-insurance/employee benefits ecosystem, with conferences, certifications, and advocacy. Comparable to HVBA's employer-and-carrier-bridging community model and self-funded employer education focus.
• International Foundation of Employee Benefit Plans (IFEBP): IFEBP is a non-profit educational association serving professionals who manage and design employee benefit plans, with certifications, conferences, and publications. It is highly comparable to HVBA in scope, audience (HR executives, benefit plan sponsors), and non-profit member-funded revenue model.
• National Association of Professional Insurance Agents (PIA): PIA is a trade association for independent insurance agents, offering education, advocacy, and carrier partnerships. Directly comparable to HVBA's broker/consultant and carrier-representative segments with similar dues-based member revenue and continuing education focus.
• National Association of Insurance and Financial Advisors (NAIFA): NAIFA is a US trade association serving insurance and financial advisors through membership, advocacy, and continuing education. It is directly comparable to HVBA as a membership-based association monetizing professionals in the insurance/benefits space via dues, events, and credentials.

Emerging players

• Council for Disability Awareness (CDA): CDA is a non-profit organization providing research, education, and resources on disability and income protection—a major voluntary benefits category. Listed as a media outlet where HVBA has been featured, and directly overlapping on the disability/income protection education niche within voluntary benefits.

Others

• American Association of Insurance Services (AAIS): AAIS is an insurance advisory organization developing policy forms, rating services, and educational resources for personal and commercial lines carriers. It is adjacent to HVBA's carrier ecosystem as an enabling organization supporting insurance product development, though it does not directly compete for individual professional members.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/health-voluntary-benefits-association

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Health & Voluntary Benefits Association