About Ameriflex

Established in 1998, Ameriflex is an independent administrator providing technology-based, consumer-driven benefits, compliance, and workforce management solutions to clients throughout the United States. With two corporate offices located in Dallas, TX and Cherry Hill, NJ, Ameriflex serves thousands of clients representing millions of participants nationwide.

We’ve always believed that our commitment to industry-leading services and innovative health care solutions would give our clients a competitive edge. Ameriflex has been recognized within the industry for its commitment to superior service and product innovation. Most notably, Ameriflex has been honored with Benefit Selling magazine’s “Readers' Choice” award for ten years (2005-2015).




Our Team

The Ameriflex leadership team has been at the forefront of the consumer-driven healthcare movement since its early days, and currently brings decades of combined experience to our clients and partners.

William C. Short

Chief Executive Officer

Focused on the emerging field of consumer-driven healthcare since 2001, William C. Short is one of the industry’s leading experts on the administration of healthcare benefits and the development of healthcare payment technology. 

William currently serves as CEO of Ameriflex, one of the nation’s largest and most well respected third-party administrators. Recognized within the industry for his thought leadership and commitment to innovation, William was honored in 2013 with the CEO Leadership Award by the Institute for Healthcare Consumerism. In 2014 and again in 2016, William was elected chairman of the Employers Council on Flexible Compensation (ecfc.org): the industry’s leading nonprofit organization dedicated to the advocacy, education, advancement, and innovation of tax-advantaged benefit programs.

William is a graduate of Washington University in St. Louis, Mo., obtained his Master of Science degree in Computer Information Systems/Information Technology from Quinnipiac University, is a graduate of the Harvard Business School’s (HBS) OPM program and an HBS alumnus. William published his first book, 127 Grains, in 2016 and currently sits on the board of directors for the North Texas chapter of the Young Presidents’ Organization (YPO).


Bart McCollum

President and Chief Operating Officer

Bart McCollum joined Ameriflex in 2008. In his current role as President and COO, Bart is responsible for overseeing all aspects of regular business operations, including client service, product development, strategic planning, employee relations, business integration, compliance and technology. Since joining the company, Bart has piloted numerous improvement projects that have enabled Ameriflex to experience aggressive growth and cultivate a brand associated with integrity and innovation. He is an expert both from a legal and operational perspective in consumer-directed health care products such as flexible spending accounts (FSAs) and health reimbursement accounts (HRAs), as well as COBRA, payroll and human resources compliance.

Bart began his career at UMB Financial Corporation in Kansas City, Mo., where he served as Assistant Vice President for the company’s Institutional Fixed Income Group. While at UMB, Bart was responsible for building and selling fixed-income portfolios for public funds, corporations and individuals; research, analysis and development of core investment strategies; and development of new products, including a comprehensive health savings account (HSA) product.

Bart graduated from Washington University in St. Louis, Mo., where he earned his Bachelor of Arts degree in Finance, Psychology and Philosophy. He also earned a Juris Doctor degree from Tulane Law School in New Orleans, La. He is admitted to practice law in Texas and Missouri.


Tod Hooker

Chief Financial Officer

Tod Hooker has more than 13 years of banking and finance experience, ten of which have focused on the healthcare banking industry. Throughout his career, Tod has been involved with the development and management of corporate finance activities for several large national organizations, from both a banking and corporate finance perspective. Tod has also been very active in the development of healthcare banking products through his experience at UMB Bank, First Horizon Msaver, and Ameriflex.

Prior to joining Ameriflex, Tod was Vice President of Finance at First Horizon Msaver in Overland Park, Kan., where he was responsible for all finance activities for the company. His responsibilities also included assisting with the banking aspects of HSA product development.

Prior to joining First Horizon Msaver, Tod served as Vice President of Treasury Management Services at UMB Bank in Kansas City, Mo. During this time, he managed the Treasury Management portfolio for the North Central and West Coast territories of the United States for clients ranging in size from brand name, Fortune 500 to mid-sized with at least $25 million in revenue. Tod’s experience also includes five years as Treasury Management Product Manager for Commerce Bank in Kansas City, Mo.

Tod is a graduate of Kansas State University in Manhattan, Kansas.


Matt Palubicki

Chief Technology Officer

Matthew Palubicki entered the consumer-driven health care industry in 2004 and, shortly thereafter, implemented the first online HSA application using a digital signature. In 2006, he designed the first HSA-specific employer funding portal.

As the Chief Technology Officer for Ameriflex, Matthew strives to combine proprietary and industry standard systems into a unique product offering for clients and customers.

Prior to joining Ameriflex, Matthew was the IT Director for First Horizon Msaver in Overland Park, Kan. In this role, he gained direct experience with the sale of individual high-deductible health plans, developed an HSA enrollment and broker commission management system, and designed a broker portal that enabled Msaver brokers to track enrollments and direct commission checks. He also managed numerous custom integrations with large employers, brokerages, and insurance companies.

Before joining First Horizon Msaver, Matthew was a Systems Engineer at AT&T Labs. Here, he gained hands-on experience with designing and implementing systems aimed at managing high volume network planning and traffic routing. He had direct exposure to emerging technology that would become the foundation of SOA in the years to come.


Anne Richter

Chief Strategy Officer

Anne Richter is a seasoned marketing communications professional with a background in the health care and financial services industries. Anne began her career with UMB Bank in Kansas City, Mo., where she was responsible for corporate communications strategy, internal communications, and marketing for the Asset Management and Healthcare Services divisions. Anne later worked for First Horizon Msaver in Overland Park, Kan., and was promoted to Vice President of Marketing for First Horizon’s Health Savings Account (HSA) division. In this role, she was responsible for the development of marketing strategy and budget, creation of all marketing materials, and execution of national marketing campaigns aimed at expanding the HSA product line.

In 2009, Anne joined Ameriflex as Director of Marketing, where she was charged with managing all company marketing and communications initiatives. In her current role as Chief Strategy Officer, Anne is responsible for communicating and executing the firm's strategic initiatives, managing strategic partnerships, and ensuring that decisions made regarding potential opportunities are aligned with overall corporate strategy.

Anne graduated cum laude from the University of Pennsylvania in Philadelphia, Pa., where she earned a Bachelor of Arts degree in Political Science with a concentration in American Politics and a minor in Legal Studies. For the past ten years, she has worked as a freelance writer, and has been published in numerous international trade publications on topics ranging from macroeconomic trends to the American political landscape. Anne volunteers her time assisting with marketing educational events for Village Presbyterian Church in Prairie Village, Kan., and as a recruiter for the University of Pennsylvania Kansas City Alumni Association. She is also an active member of the Junior League of Kansas City, Mo., where she serves as Public Relations and Marketing chair.


Donna C. Stark

Director of Human Resources

Donna Stark joined Ameriflex in June 2013 and serves as the Director of Human Resources. She is a seasoned business management professional with a career spanning over 25 years across several different industries, with the last 17 years focused in human resources. Donna leads the HR initiatives for Ameriflex and oversees all human resource functions including strategy and planning, talent acquisition and management, compensation and benefits, employee relations, training and staff development, and payroll.

Donna graduated magna cum laude from the University of North Texas where she earned a Bachelor’s of Business degree in Human Resources Management, as well as a MBA in Production and Operations. She holds professional accreditations of Senior Professional in Human Resources (SPHR) and Society for Human Resources Management Senior Certified Professional (SHRM-SCP). She is a member of SHRM and Dallas HR.


Roger Abramson

General Counsel

Roger Abramson has been a practicing attorney since 1996 and has specialized in employee benefits law for much of that period. Roger is presently General Counsel for Ameriflex, a national third- party benefits administrator headquartered in Carrollton, Texas.

Roger received his undergraduate degree from the University of Evansville and his law degree from the Wake Forest University School of Law. He has worked as a freelance writer with articles published in the Nashville Scene, the Nashville City Paper, Health Insurance Underwriters Magazine, and SHRM.org. He also holds the Advanced Certification in Flexible Compensation (ACFC) designation awarded by the Flexible Compensation Institute.


Jonathan Harris

Director of Accounting Operations

Jonathan Harris joined the Ameriflex team in 2002. As the Director of Accounting Operations he oversees the accounting department’s design, development, and implementation of accounting activities. Jonathan focuses on efficiency and cost saving as his primary goal in controlling and safeguarding the organization’s assets.

Jonathan previously held the Operations Manager position at Ameriflex where he was in charge of the claims processing and customer service department. Over his tenure these departments experienced increased service levels and improved turnaround times for claims adjudication.

Jonathan is a graduate of The College of New Jersey in Ewing, NJ. He has two sons, Jakob and Nickalis.


Rob Johnson

National Sales Director

Rob Johnson is an energetic, successful sales and marketing veteran with a proven record as a leader for both direct and channel sales organizations.

As National Sales Director for Ameriflex, Rob leads a growing team of internal and regional sales representatives, and is charged with developing and executing on business development and channel strategy for both Ameriflex and Ameriflex Workforce (Workforce Go!). In this role, he leverages more than 20 years of experience in sales leadership and channel design to help acquire and build national strategic partnerships while expanding market share for the company’s industry-leading suite of consumer-driven benefits, compliance, and workforce management solutions.

Rob’s previous work experience includes serving as Chief Revenue Officer for MECLABS Institute, a marketing firm focused on how people make decisions. Prior to that, he was National Sales Manager for Channels at Avalara, a tax and compliance SaaS business based in Seattle, WA, where he had oversight for the team charged with managing Avalara’s rapidly-growing channel sales strategy. Rob also served as head of Channel Programs and Readiness for Sage. In this position, Rob directed a team responsible for managing channel operations, education, programs, and events for the more than 3000 Sage business partners across North America.

 In 2010, Rob released the highly-acclaimed book Kick Your Own Ass; The Will, Skill & Drill of Selling More Than You Ever Thought Possible. Published by John H. Wiley & Sons, the book is designed to offer practical solutions to help salespeople improve their sales performance.