Co-Founder and COO, Freshbenies
Heidi Rasmussen, a former retail executive, and her husband, Reid Rasmussen, a former health insurance company manager, knew health benefits were complicated for employers and their workers. They had an idea about how to simplify the process and three years ago, they started freshbenies to help employers offset the rising cost of health insurance and help consumers navigate the complex healthcare system. Freshbenies offers several services for $9 to $12 a month. Some of these services include the ability to call a doctor 24/7 and get a prescription written, if needed (at no additional cost); email specialists for medical advice; and access health advisors who help navigate “the system” including medical billing issues and price transparency, securing savings on prescriptions, and more. Rasmussen, a McKinney resident, says 70 percent of doctor visits could be handled over the phone.
Tell us the highlights of your professional career. What are your proudest achievements?
Most of my career was spent at JCPenney in stores and at corporate headquarters. I was there for 27 years and changed jobs every 1.5 years. I “did time” in buying, marketing, training, brand management, communications, store environment – so, lots of learning. One of my favorite experiences was in brand management where I oversaw the largest private brand launch in the history of the company, called Ambrielle lingerie. My proudest achievement was launching my own company, freshbenies. We’re now three years in and our revenue has tripled every year and we just hit No. 117 on the Inc. 5000 Fastest Growing Companies.
What brought you to UT Dallas?
My dad was transferred to Dallas when I was a freshman in college. He worked for JCPenney for 35 years and was moved from Seattle, when the company relocated to Plano from New York City. I did my sophomore year at Collin County Community College, as it was known then, to establish Texas state residency and then was excited to stay within Dallas and get a great education at UT Dallas.
What is your favorite UT Dallas memory?
UT Dallas just started admitting freshmen and sophomores in 1990, and most students on campus were junior and senior undergraduates or graduate students, so most of my college friends were older than college-age. I always connected more with adults and spent a lot of time hanging out with friends and studying in the Student Union. I loved working together to complete projects and ask questions of others who were in my classes. Those are great memories and those relationships really helped me to succeed in school.
Who was your favorite professor and/or what was your favorite class and why?
I don’t remember the professor, but my most memorable class was a marketing class. It fascinated me. It was a great mixture of art and science. The professor really brought the idea of marketing to life for me.
What’s the best advice you have received?
Proverbs 3:5-6 is the first Bible passage I memorized in fourth grade and it’s definitely full of words to live by and wisdom that has guided my life. “Trust the Lord with all your heart and don’t lean on your own understanding. In all your ways acknowledge Him and He will direct your paths.”I trust that God has what’s best for me whether it seems good for me at the time or not – and sometimes I have to remind myself of this. I know that he’s got me in the palm of his hand and will use me to do his work. If that’s how I spend my entire life, I’m 100 percent happy and fulfilled.
What advice do you have for current students hoping to succeed in the business world?
Work hard and don’t do anything halfway – do everything to the best of your ability. If you start a job, finish it. If you told someone you’d do something, do it. If you do all that and mistakes happen, you can put your head on the pillow at night knowing you gave it your all. Then, learn from your mistakes, give yourself a break and move on quickly!
What makes an effective leader?
First, the basics: Someone who is a hard worker, smart, driven, intuitive; then, someone who puts others first, someone who is a servant leader. By definition, a true leader is someone who people want to follow, who inspires you and helps you to be a better you. I’d also add that humor is a big plus. Don’t you want to follow someone who makes a difference and has some fun along the way?
What do you enjoy doing in your free time?
I see a lot of movies! Last year, we went to a charity event where one of the silent auction items was a one-year pass to a major movie theater chain. Every. Movie. Free! I have worn it out seeing so many movies on which I may have otherwise spent my $12 – or $16! My guess is they’re still making money off all the popcorn and Diet Coke I’m consuming, so it’s all good!
