What We Do
Who We Serve
Genius isn't just a high IQ.
Genius is innovative, trustworthy and direct—guiding others to success. Genius is Genius Avenue.
Streamlining business processes to make your life easier.
Genius Avenue integrates enrollment, engagement marketing and empowerment products into one intelligent solution for associations, insurance carriers, third-party administrators, managing general underwriters, and product providers. We help our customers simplify these time-consuming processes and strengthen their member relationships.
Learn more about our services. >
Keeping your members in mind.
We’re more than just an enrollment and administration company. We offer a complete solution that engages and empowers members with personalized information that meets their unique needs. In the age of information overload, we provide smart, targeted outreach that is meaningful and relevant to your membership.
Offering state-of-the-art technology.
Our proprietary software system, known as 3eG, eliminates the need for clients to buy, license or manage their own complex software. 3eG has allowed us to streamline administration for more than 600 organizations and serve millions of members.
Genius Avenue is a nationally licensed third-party administrator (TPA) that operates in compliance with HIPAA, GLB, PCI-DSS, and SSAE16 standards.
Learn about our core values known as "The Genius Way." >
Meet Genius Avenue's leadership team.
Ben Rozum, President
Ben Rozum is a founding partner and president of Genius Avenue. He challenges the Genius Avenue team to continuously improve, exceed expectations, deliver on commitments, and forge exceptional partnerships with clients. Ben has more than two decades of insurance industry expertise in sales, marketing, administration, and product development and has held executive-level management positions with Fortune 500 companies and leading start-up organizations.
Ben is also a founding partner and principal of a managing general agency that focuses on voluntary benefits nationwide. He maintains licenses in all 50 states as a life, health, property and casualty insurance agent. Ben earned his MBA from The Eller College of Management at the University of Arizona after receiving a Bachelor’s degree in Economics from Central Connecticut State University.
Ben is such a techno-geek that he not only carries around the latest and greatest technology, he has every kitchen gadget known to man. Fortunately, he’s also found a way to use his love of innovative technology for a higher calling here at Genius Avenue.
Trina Thompson, VP of Client Engagement
Trina Thompson is Genius Avenue’s vice president of client engagement. As our operations leader, she is responsible for driving operational excellence and delivering extraordinary customer service to our clients in the areas of implementation and onboarding, relationship management, business processing, data analytics, and reporting. She joined Genius Avenue after 11 years of proven success in operational management roles. Trina served as senior director of customer experience and global merchant services at American Express where she specialized in developing strategy and execution of customer satisfaction. Her most recent role at American Express was senior director of internal compliance where she led audit functions specific to global payment products.
On the weekends, you can see Trina on the sidelines supporting her three children at their sporting events or teaching dogs new tricks with her husband at their dog boarding and training company.
Greg Nelson, VP of Sales
Greg Nelson is part of the sales team and is responsible for new business development and strategic account management. Prior to joining Genius Avenue, Greg spent 11 years at Cigna in multiple sales management roles. His experience with large organizations combined with his expertise in employee benefits was a perfect fit for the Genius Avenue sales team. Greg received a Bachelor of Science degree at Florida State University. He currently serves on the board for a non-profit organization called Keogh Health Connection based in Phoenix Arizona. He’s also served on the Fiesta Bowl committee.
While he misses South Florida, Greg believes nothing beats the Arizona weather when it comes to hiking, golfing and skiing. And thanks to satellite TV, he can still catch his Seminoles and Dolphins on the field!
Agustin Olivero, VP of Financial Operations
Agustin Olivero is Genius Avenue’s vice president of financial operations. In his role at Genius Avenue, Olivero focuses on improving the customer experience throughout financial operations. Olivero has more than 20 years of finance and management experience. Prior to joining Genius Avenue, he was the chief financial officer of a Spanish multinational provider of innovative technology solutions for a sustainable world. Olivero holds degrees from the University of Seville and the University of Portsmouth.
Agustin enjoys running by the canal before dawn and, above all else, spending time with his wife and two boys. His guests also say he's a great cook.
Barb Purcell, VP of Technology
Barb Purcell serves as vice president of technology at Genius Avenue. She leads an expert team of software engineers and analysts to enhance our 3eG platform to meet our customers’ needs. Barb has more than 15 years of experience managing large implementations for Fortune 500 companies in her previous role as an IT consultant at Neudesic and Hitachi Consulting. Barb earned her Bachelor’s degree in Engineering from the University of Illinois at Champagne-Urbana and an MBA from the WP Carey School of Business.
In her free-time, Barb enjoys going for long runs while listening to podcasts, helping out with her favorite cause HopeKids or enjoying dinner on an Arizona patio with her husband.
Curt A. Wieden, VP of Marketing
Curt Wieden leads the team that designs and builds client web portals and manages member engagement programs, as well as Genius Avenue’s own branding and marketing efforts. He’s been involved in member benefit communication and marketing for more than 18 years. Curt received his Master’s degree in Communication from the University of Florida and earned a Bachelor’s degree in Journalism from the University of Wisconsin-Oshkosh.
When he's not developing impactful marketing strategies, Curt plays drums in a band. He makes up for his lack of talent by playing as loud as he possibly can.
Genius Avenue is a portfolio company of
Pro Private Equity
(PPE). PPE invests in early-stage, private businesses that occupy a niche market position and demonstrate high growth potential. PPE supports this vision through its related management services company, Pro Business Management Services (PBMS) group. PBMS group takes an active interest in cultivating and inspiring leadership, leveraging relevant industry experience and lending a strategic financial and administrative infrastructure.
Together, PPE and PBMS group embody an entrepreneurial spirit that inspires shifting paradigms and embraces the drive to propagate possibilities. By combining entrepreneurial vision and professional services with human and financial capital, PPE and PBMS group transform great ideas into fast growing companies that become positive difference makers in their respective markets.
Find out how quickly you can go to market!
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What We Do
Who We Serve
About Genius Avenue
Using a consultative approach and our platform of tools, Genius Avenue designs a proven solution for insurance carriers, benefit providers and managing general administrators/underwriters to successfully launch and manage their benefit offerings. Genius Avenue is the d/b/a name for DirectWeb Administrative Services LLC.
15211 N. Kierland Blvd, Suite 300, Scottsdale, AZ 85254
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