
Our Expertise
Medicare Is Our Bread and Butter. Your Success is Our Commitment.
Our agile team is comprised of Medicare experts with years of experience both as independent brokers and as leaders within national carrier organizations. Before joining Plan Advisors, our team members have been right where you are – behind the desk, in front of the client, in the field, and on the other end of the line. We know the struggles of selling Medicare, working with carriers, and maintaining clients. That perspective drives everything we do for our brokers. We use our expertise to help you achieve a meaningful and sustaining Medicare career.
From Our Managing Partners

Lance Hoeltke
“Whatever a broker or agency leader needs, or think they need, or can envision needing in the future, Plan Advisors is who they come to first. Our team is who they go-to for all things related to the prosperity of their business. This kind of support is invaluable in the world of Medicare and we are honored to be able to give it to brokers daily – whether it’s their first year selling or their 15th.”

Carlos Rivera
“When brokers work with Plan Advisors, they know we’ve walked a mile in their shoes. They know we’ve got their back. When we form strategic partnerships or represent a new carrier, it’s with our broker community in mind. When I founded Plan Advisors, it wasn’t simply because I wanted to help brokers be more successful – I wanted to help brokers better serve their communities.”
Carriers Contracted
Brokers Served
Years of Experience
States Represented
The Plan Advisors Story
- 1990
- 1999
- 2003
- 2004
- 2005
- 2007
- 2012
- 2014
- 2015
- 2016
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- 2018
- 2019
- 2020
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The Plan Advisors Story
LANCE HOELTKE begins a career in Medicare health plan distribution with Humana in Tampa, Florida.
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The Plan Advisors Story
LARRY BISHOP founds Bishop Marketing Agency.
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The Plan Advisors Story
Lance accepts responsibility for Humana’s Kansas City Market and eventually Midwest region.
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The Plan Advisors Story
Larry meets Lance Hoeltke as a primary contact with Humana relationship.
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The Plan Advisors Story
CARLOS RIVERA joins Humana as an agent in Orlando, Florida, and eventually becomes director of Miami Dade market.
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The Plan Advisors Story
Lance moves family to Louisville, becomes responsible for all brokerage and strategic distribution channels for Humana.
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The Plan Advisors Story
Lance becomes part of Bishop’s succession plan, running the agency for Larry.
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The Plan Advisors Story
Carlos Rivera launches Plan Advisors in Miami, Florida, and begins providing distribution for the largest Primary Care practice in Miami. His first hire is CITLALI REYES-CASTRO. RICK HARP joins the team and becomes first connecting piece between Bishop and Plan Advisors.
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The Plan Advisors Story
Lance purchases Bishop Marketing. First hire is KAREN ROONEY, who brings with her a background in senior leadership positions with various Fortune 100 companies including Allstate, MetLife and Humana.
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The Plan Advisors Story
Carlos and Lance merge Plan Advisors and Bishop.
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The Plan Advisors Story
FAWNIESHA ALLI joins the team as Bishop Plan Advisors continues significant carrier and portfolio expansion. A strategic IT alliance is formed with ChumIT.
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The Plan Advisors Story
VALERIE GABRIEL joins the team to bolsters broker services efforts and a strategic alliance with Catalogue Solutions begins.
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The Plan Advisors Story
Plan Advisors partners with The Marketing Squad to usher Medicare brokerage community into the digital age. MILAGROS LUZARDO and JENNIFER HILLER join the team to tackle FL Events and National Broker Services.
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The Plan Advisors Story
Plan Advisors unveils Broker Connect, an all-in-one quoting, enrollment, and book of business management tool.