Health care reform, rising costs, market consolidation and technological innovations are bringing unprecedented change to the benefits advising business, the full consequences of which remain to be seen. Many an industry veteran has succumbed to the uncertainty, selling their decades-old book of business and wondering why anyone would want to remain. But the answer is obvious to the leaders of the next generation. With change comes the opportunity to uproot the ways of the past and bring fresh ideas in areas such as technology and cost containment, even networking.

EBA searched the country to find this year's 10 "Rising Stars in Advising," all age 40 and under, who are making a name for themselves and moving the industry forward.

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