About Us

Untangling and Simplifying Health Insurance for Your Business & Employees

Benefit Link leverages a proprietary solution to help businesses and employees take the guesswork out of selecting health insurance plans. Based in Rochester, NY, we have been empowering small businesses and their employees to make data-driven health insurance plan choices for over 20 years. Coupled with smart technology, this consultative relationship helps you identify the best health insurance plan(s) for your business, your employees, and their families.

We believe that if the you’re provided knowledge, insight and a user platform, you’ll be empowered to make better health insurance decisions and voice your experience and recommendations. Technology provides consumers better, more affordable and more efficient access to health insurance. And it provides increased decision-making power. We’re simply here to make that a reality.

Who We Are

Our team has advocated for the consumer for nearly 20 years – working in the trenches to control costs, untangle claims, and clarify benefits. We’re driven to ensure that you have the most valuable employee benefit program for your business, your employees and their families.

The Benefit Link Family

Meet the team who help you and your employees untangle health insurance and take the guesswork out of selecting your plan.

Robin Flaherty, Founder & President

If there are only three things that define Robin, they are that she’s a woman of insight, challenge and commitment. In order to expertly balance the cost and quality of benefits programs, Robin reworks the status quo and closely monitors budding disruptions in the healthcare industry. That insight helps empower employers and employees to make their best decisions.

Robin is equally driven by the challenge of developing her business, centered around the workings of the knowledge economy and big ideas that transform business. As committed as she is to Benefit Link, Robin puts equal energy into her children – finishing strong with her two teenage sons and continuing to guide her two daughters of university.

To learn about Robin’s professional credentials, please visit her LinkedIn profile.


Brenda Moriarty, Broker Partner

Of all qualities that define Brenda, she may be most characterized as a thinker. She’s constantly pondering ways to exceed client expectations at every stage of their journey.

She also leans on her experiences in fundraising and administrative supervision to think outside the healthcare box. It helps that Brenda is an analytical and organizational wizard.

Brenda is more than an integral partner to the Benefit Link team – she’s also an avid traveler and reader, spends lots of time with her family, and lives the kind of healthy lifestyle that everyone should aspire to live.

To learn about Brenda’s professional credentials, please visit her LinkedIn profile.

Soni Jones, Broker Partner

One may claim to understand different points of view, but to actually have lived them? Soni has the experienced perspective from both employee and employer side of healthcare. Even those extensive experiences aren’t enough for her, though. Soni persistently mines for relevant information about her clients’ needs to instill complete confidence in her ability to accomplish their goals.

Soni also has a circus-like ability to balance her family, friends, work, board memberships, golf game, garden, exercise demands and much more. It’s a high-wire act worth the price of admission.

To learn about Soni’s professional credentials, please visit her LinkedIn profile.


Kelly Cullen-Walsh, Broker Partner

When you cherish values that foster lasting success, you can never compromise those virtues. Kelly demands strategic infrastructure – a necessity to achieve her clients’ best results in a challenging healthcare landscape. It’s an outlook she’s learned throughout a quarter-century dedication to supporting providers and brokers.

With her 360-degree perspective, innate ability to think outside of the restrictive healthcare sandbox, and an unwavering investment in client, provider and vendor relationships, Kelly offers only the best-fitting solutions. Yet, Kelly devotes no more time than to her family, friends and dog – the source of her true riches.

To learn about Kelly’s professional credentials, please visit her LinkedIn profile.

You, New Family Member

We are always looking to welcome qualified people with the right work ethic and knowledge working style to the Benefit Link family!

Reviews From Our Incredible Clients

“Benefit Link is our consultant for employee benefits at my company.  They have done an excellent job of advising us on a very complex and constantly changing landscape of employee benefits.  I had a personal need which was to help my mother with her healthcare benefits when a large local company decided to drop her healthcare insurance without proper notice (as the widowed spouse of a retiree, 87 years old and terrified to go to the doctor’s office since she thought she wasn’t covered).  I ran into a brick wall talking to the HR people (frustrating bureaucrats that did not want to accept that they made a mistake, and caused some unneeded mental anguish for my mother…and me).


Frustrated, I called Benefit Link for advice.  They were amazing–assessed the situation quickly, knew who I should call and provided me with a road-map of questions to get my mother the proper coverage at the best value.

Benefit Link…expert knowledge, advice and action.  Just what I needed in a service provider.”

– Steven Russell, Alesco Advisors