Colton Storla’s journey into employee benefits wasn’t traditional—it was driven by a competitive mindset, a passion for helping others, and a deep understanding of discipline from his days as a college football player and coach. After taking a leap of faith into the industry with no prior experience, he quickly realized that the system was built on misaligned incentives. Now, he’s making a name for himself by doing things differently—putting clients first, challenging outdated broker models, and ensuring that benefits actually benefit employees. In this interview, Colton shares his approach to transparency, trust, and redefining the role of an advisor.
You’re an athlete and a coach. How did you get into selling employee benefits?
My parents instilled in me early on the value of hard work and prioritizing health and wellness. I was a multi-sport athlete growing up and ultimately played football in college. I lived in the gym!
Once I got to college, I of course had no idea what I was going to do besides play football, but that’s where I met our strength and conditioning coach. I thought, “Wow, I kind of want to do what he does!” I was on that career path and had the opportunity to work at the University of Iowa with their football program. It was an awesome experience both professionally and personally. It was no walk in the park!
Once that was done, I found myself at a crossroads—continuing with that or jumping into the working world. After discussions with some mentors of mine, I took a leap of faith and started at an employee benefits firm. No insurance background, no license, no anything! I quickly became fascinated by the complexity of the industry but also the sales grind. I had the competitive drive to be the best and make the sale, but I quickly realized I was doing things the wrong way and for the wrong reasons.
You seem to be making a name for yourself quickly. How does your approach differ from a traditional broker’s?
Instead of landing the next sale or making that next big commission check, I seek to make a difference and do what is right for the client. If I’m doing right for the client, there will be an impactful downstream effect on the people they employ, their families, their health, and the community. If you do what is right for the client… the money will follow.
What are the best and worst things about your job?
The best things about my job are meeting new people, listening to their struggles and goals, and then trying to leverage my knowledge and network to solve them.
The worst thing about my job? Probably all the emails. I don’t know how to shut down and take time for myself sometimes (working on this).
What misconceptions about brokers and advisors would you like to clear up?
Some advisors think they are advisors when they are actually just a broker.
Who else in healthcare inspires you, and why?
All of the doctors, nurses, and other healthcare professionals who are on the care delivery side of things. They are on the front lines of it all and have to experience both the positives and negatives this healthcare industry brings. They just want to do what is right for the patient, but sometimes the system doesn’t allow it.
Colton Storla’s journey proves that fresh perspectives can drive meaningful change in the benefits industry. By prioritizing transparency, trust, and client-first strategies, he’s challenging outdated broker models and redefining what it means to be a true advisor. His competitive drive and commitment to doing the right thing are making a real impact—not just for employers, but for the employees and families they support.
Want to hear more from leaders shaking up healthcare? Check out more interviews from our Healthcare Rebel Alliance series HERE.
