VBA provides cloud-based benefits administration software for third-party administrators, health plans, and ancillary payers.

Richlen brings diverse sales experience to lead the strategic growth and expansion of VBA’s next-gen technology solutions for healthcare payers.

Jim Emling, the CEO of Datassential and former long-time president of Milwaukee-based Zywave, has been appointed Executive Chair of the Board of Directors at VBA, the company announced today.

The leader in cloud-based benefits software takes on a growth partner to meet the surging payer demand for next-gen core administrative processing, user engagement and reporting solutions.

VBA Software solves a growing pain point in the increasingly complex payer ecosystem.