Sima Reid is an insurance broker who does not like following others in pursuit of the best products for her clients. It’s about finding the best options on the market for clients of twentytwenty Insurance Services — the Long Beach, Calif.-based brokerage that she founded in 2001 — even if she has to build the technology herself.

In 2013, when clients started asking Reid and her staff of 11 about private benefit exchanges, twentytwenty Insurance undertook a “huge project of analyzing the marketplace,” she recalls. Reid looked at carriers who have exchanges, what competing firms were doing, and talked with 15-plus technology firms that white label exchange technology.

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