Jeff Cox is the chief executive officer and founder of Simply Benefits. Cox has over 15 years experience as a benefits advisor with CapriCMW, one of the largest brokerage firms in the Okanagan and British Columbia. Frustrated by the lack of digital options in the benefits industry, long, paper-based processes and the constant push back from group insurers, he set out to make a change and started Simply Benefits. Cox’s vision and the Simply Benefits mission is to simplify Canadian employee health insurance through innovative technology for a better experience.