Bobby is the founder and Executive Director of ABC for Health, Inc. and My Coverage Plan, Inc. A 1987 graduate of the University of Wisconsin Law School, Bobby began his law career at the Center for Public Representation. In 1994, Bobby founded ABC, which continues to connect children and families with health care benefits through advocacy and benefits counseling. Bobby has extensive experience representing clients with access to health care and coverage issues, particularly health insurance claim denials.In 1998 he helped found the Public Interest Law Section of the State Bar of Wisconsin.

In 2011, Bobby was recognized by the State Bar Public Interest Law Section with the Dan Tuchsherer Lifetime achievement award. In 2005 he helped initiate HealthWatch Wisconsin, a statewide outreach, education, and advocacy organization that promotes better access to health care and coverage. In 2010, he founded a new subsidiary organization, My Coverage Plan Inc, an innovative new technology firm to help providers and consumers connect to and maximize all available health care coverage. Bobby loves to travel and to explore new places. He enjoys a good craft beer, food from the grill and a strong cup of black coffee in the morning.

Mike is the Chief Operating Officer of ABC for Rural Health in Turtle Lake, WI. Mike is a Health Benefits Counselor and a pioneer in developing the concept and practice of health benefits counseling. Through his investigative efforts, he uncovered widespread misapplication of the Medicaid Deductible Feature, the Family Fiscal Unit determination process, and birth cost recovery systems. He has written a health care competency model and curriculum for Wisconsin's public health workforce, and he continues to work with health care providers and public health offices across Wisconsin to promote clinic, hospital, and agency-based health benefits counseling. Mike has developed an extensive network of community organizations, county agencies, health care providers and consumers in northwest Wisconsin while also continuing to work on issues related to HealthCheck (EPSDT), Birth Cost Recovery, Immigrant HealthCare Coverage Access and the development of training and technology to support benefits counseling work at clinics, hospitals, and health departments.

Brynne is the Chief Operating Officer for ABC for Health Inc., where she has provided program and grants management, financial operation, and legal services support services since 2007. Brynne helps translate the agency’s direct client work into education, training, and policy recommendations, contributing to HealthWatch Wisconsin, Inc. Before ABC, Brynne worked as an attorney for Wisconsin Judicare, a Legal Services Corporation office in northern Wisconsin. She received a law degree from the University of Iowa College of Law and degrees in Chemistry and Political Science from Bryn Mawr College. Brynne and her husband live in Madison, but spend most weekends on their organic farm in rural Jefferson where she gardens, cans fruits and vegetables, and sips coffee while enjoying views from the old porch swing.

Taylor Smith is a web developer consultant for ABC for Health, Inc. and My Coverage Plan, Inc., where he specializes in interface design and user experience. Taylor received a B.A. in Mathematics from Arizona State University and completed post-bacc work in both linguistics and computer science. His professional background ranges from documentation of endangered languages to choral music arrangement to tech consulting for arts-centric startups. When not building the face of MCP’s applications, Taylor enjoys a number of creative hobbies including music, writing, and photography, and harbors a minor obsession with board games.