We’re excited to introduce you to the always interesting and insightful Stephanie Goff. We hope you’ll enjoy our conversation with Stephanie below.
Stephanie, thanks for taking the time to share your stories with us today Often outsiders look at a successful business and think it became a success overnight. Even media and especially movies love to gloss over nitty, gritty details that went into that middle phase of your business – after you started but before you got to where you are today. In our experience, overnight success is usually the result of years of hard work laying the foundation for success, but unfortunately, it’s exactly this part of the story that most of the media ignores. Can you talk to us about your scaling up story – what are some of the nitty, gritty details folks should know about?
The scaling story of Verity Benefits Group is not a rocket ship story. It’s something better. It’s intentional.
I launched in November 2019 as a team of one. No playbook, no guarantees — just a deep belief that this industry needs more compassionate, true advocates and educators. My corporate background in operations gave me a framework for building systems, but entrepreneurship has a way of humbling even the most prepared person.
Year two, I brought on my first agent. It sounds small, but it wasn’t. It meant shifting from solo operator to leader — and asking myself what kind of agency I truly wanted to build. My answer: education first, people always. The following years brought one more agent, then another, each addition deliberate. I wasn’t filling seats. I was protecting what we had built and helping others grow in a difficult industry.
The obstacles were real — grueling multi-state licensing, tight budgets, and stretching myself across the agency, community education, and nonprofit leadership all at once. There were moments I had to stop, recalibrate, and choose what needed me most.
But I never compromised the client experience. Every person who comes to us is someone’s mom, someone’s son, someone’s friend — and they deserve to be treated like family. That commitment became our reputation. And reputation, it turns out, is the most powerful growth strategy there is.
This year we are adding several new agents — our biggest growth yet. It feels earned. Because it is.
Better Living, Better Care isn’t just a tagline. It’s the standard that built this agency — one client, one agent, one community at a time.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your background and context?
I’m Stephanie Goff, owner of Verity Benefits Group — a multi-state, independent healthcare insurance agency built on one foundational belief: education first, people always.
At my core, I’m a planner. A task list completer. Someone who thinks three steps ahead and loses sleep over the details because the details matter when you’re helping people make decisions that affect their health and their families. I’m also, honestly, a sensitive soul. I feel the weight of this work. When a client finally understands their Medicare options after months of confusion and anxiety, I feel that. When a team member hits a milestone, I feel that too. That emotional investment isn’t a weakness — it’s what drives me to show up fully every single time.
My path to this industry wasn’t a straight line. I spent years in corporate operations, specializing in process improvement and organizational strategy using Kaizen and continuous improvement principles. I also spent time as a high school teacher — and that season of my life never really left me. The love of educating people, breaking down complex topics, and watching someone’s confidence grow when they finally understand something — that became the heartbeat of everything I do professionally.
When I discovered insurance through part-time work, everything clicked. Here was an industry where I could combine my operational mindset, my love of teaching, and my deep desire to advocate for people navigating some of the most important decisions of their lives. In November 2019, I launched Verity Benefits Group — and I haven’t looked back.
Today, Verity Benefits Group serves individuals, families, small businesses, and seniors across multiple states. Our services include Medicare plans, individual and family health insurance, ACA plans, group benefits, life insurance, dental and vision, and supplemental coverage. Because we are an independent agency, we are never tied to a single carrier — which means we work exclusively for our clients, with the freedom to find the right fit for each unique situation.
What we are most known for is making the overwhelming feel manageable. Healthcare insurance — Medicare especially — can feel like a maze. My approach has always been to slow down, listen, and educate long before recommending any options. Clients regularly tell me that working with us feels easy and stress-free. That feedback means everything to me.
Beyond the agency, a significant part of my work involves taking healthcare education into the broader community — presenting to provider offices, healthcare teams, business groups, and university and graduate-level students. I also serve in three leadership roles with the Dallas-Collin County Chapter of Adult Children of Aging Parents, an organization close to my heart that supports caregivers and families navigating the challenges of aging.
What sets Verity Benefits Group apart isn’t just one thing — it’s the combination. The operational systems that keep things running smoothly. The education-first approach that puts understanding before selling. The independent broker model that keeps our loyalty with our clients. The community presence that keeps us grounded in the real challenges real people face. And a team that genuinely cares — because I hire for heart as much as skill.
What am I most proud of? That we treat every single client like family. Not as a transaction. Not as a case number. As someone’s mom, someone’s daughter, someone’s friend who deserves a trusted advocate in their corner. That standard is non-negotiable, and it is the foundation of every relationship we build.
Our tagline — Better Living, Better Care — isn’t marketing language. It’s a promise. And it’s one we work hard to keep every single day.
What’s been the most effective strategy for growing your clientele?
The most effective strategy for growing our clientele has been the oldest one in the book: do right by the people in front of you, and they’ll send you the people they love.
The vast majority of our new clients come from referrals. Not from ad campaigns or viral posts or aggressive digital funnels — from real people who trusted us with an important decision, had a genuinely good experience, and then picked up the phone to tell someone they cared about. That kind of growth can’t be manufactured. It has to be earned, one relationship at a time.
And that’s exactly how we’ve built this agency. When a client comes to us — whether they’re turning 65 and terrified of navigating Medicare for the first time, or a small business owner trying to build a benefits package for their team — we slow down. We listen. We educate before we ever recommend. We make sure they leave the conversation feeling clear and confident, not overwhelmed and pressured. That experience is what they remember. And it’s what they share.
I’ve never viewed a client as a transaction. Every single person we serve is connected to a wider circle of family, friends, and colleagues who will one day need exactly what we offer. If we take care of them the right way, that circle becomes our community. And that community becomes the foundation of everything we’ve built.
The lesson for me has been simple but profound: in a world that’s obsessed with reach and clicks and followers, genuine human connection is still the most powerful growth strategy there is. Treat people like family, and they’ll bring their family to you.
We’d love to hear about how you keep in touch with clients.
For us, the relationship doesn’t end when the paperwork is signed — that’s actually where it begins.
Staying connected to our clients is something I take personally, because for me it is personal. I check in by phone and text, not just during open enrollment season but throughout the year. A quick call to make sure everything is going smoothly, to answer a question that came up, or simply to let someone know they haven’t been forgotten — those moments matter more than people realize. In an industry where clients often feel like they disappear into a system after they sign up, we intentionally do the opposite.
Every year we conduct annual reviews with our clients to make sure their current plan still fits their life. Circumstances change — income shifts, health needs evolve, family situations look different — and we want to make sure our clients are always in the right coverage, not just the coverage they signed up for two years ago. That proactive approach has kept clients with us for the long term and has generated more referrals than almost anything else we do.
We also keep clients informed through email and newsletters — especially when plan changes, new options, or important deadlines are on the horizon. Healthcare insurance is a moving target, and our clients shouldn’t have to track it alone. That’s what we’re here for.
Beyond the one-on-one touchpoints, our community education work and events keep us visible and present in the communities we serve. When clients see us showing up — presenting to provider offices, speaking at community organizations, educating students and caregivers — it reinforces that we are more than an agency. We are invested in this community.
Brand loyalty, in my experience, is built in the small moments. The returned call. The remembered detail. The follow-up nobody asked for but everyone appreciates. We try to be the kind of people our clients think of first — not just when they need insurance, but when someone they love does too.
Contact Info:
- Website: https://www.veritybg.com
- Instagram: https://www.instagram.com/veritybenefits/
- Facebook: https://www.facebook.com/veritybenefits/
- Linkedin: https://www.linkedin.com/company/verity-benefits-group-llc/
