About Us

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Creative Benefit Plans was founded in 1990 in New York City by Tom Richman. CBP moved to Central New Jersey in 1997. Tom’s goal when founding the company was to provide small employers with the same type of benefits, services and pricing that are available to large employers. Creative Benefit Plans has become a leader in the small and medium size employer benefit marketplace because it remains committed to its original goal.  Knowledge, dedication, support and a passion to help clients get the most out of their benefits, have led to our recognition as one of the premier benefit agencies in the area. In addition to group benefits Creative Benefit Plans continues to offer a complete line of individual life and health products.



Born and raised on the Lower East Side of Manhattan, Tom began his insurance career in 1977 with Metropolitan Life.  Tom’s early focus was on the individual life insurance market.  This led Tom to working with many small business owners who needed help finding, analyzing and servicing their group insurance products.  Tom spent some time working in the group medical and dental markets in 1983 and founded Creative Benefit Plans in 1990.  Tom now lives with his wife and two children in New Jersey.  Tom is a fan of the Yankees, Giants, Rangers and Knicks, being a true native of Manhattan.  He enjoys golf, fishing and most of all, family vacations.


Born in Monroe Township, New Jersey, Heather began her insurance career at Creative Benefit Plans in July 2001.  Prior to joining CBP, Heather was a nursery school teacher.  During her time as a teacher Heather honed her communication skills and learned to patiently explain concepts and answer questions, skills that have proved invaluable working with clients.  Heather began at CBP as an administrator.  Her desire to get more directly involved with clients led to her role servicing clients, which led to becoming a client account manager and finally to being a partner at Creative Benefit Plans. Heather views service to clients, their employees and dependents as a mission and not a job.  Heather still lives in Central New Jersey with her husband and son.  Heather enjoys bowling, the beach and traveling, especially to Disney with her family.