About Us

Benefits By Design is an Arizona based agency of over 35 years experience specializing in providing and servicing group employee benefits.

A letter from the President:

"It seems like just yesterday when I was sitting at my home office and wondering where to find my next client. Those were the good old days of working in comfy clothes, making myself have meetings just to get out of the house, and hanging out with my 90 pound Akita, Kiko. Sacrifices had to be made and the convertible BMW had to be sold to help start the business. It seemed so difficult at that time, but it was just one of the steps that needed to be taken to get where we are today. And of course let's not forget calling all my friends and contacts to see if anyone needed insurance.

Seventeen years later we have come a long way. We own a beautiful office in Tempe with a large conference room, four employees, 150 group clients and 200+ individual/family clients. I never dreamed of owning my own business, especially starting at 28 years old! It is amazing how it all has happened and all the networking, relationships, and friendships along the way came together to build the business. Our business became successful because of our clients giving us the opportunity to help them each and every day as their 'benefits department'. Oh, and let's not forget, that in addition to building a business I actually had time to meet my husband! Thank you so much for believing in Benefits by Design and continuing to help me reach our goals."

Member Organizations

  • AAAME (APS Academy for the Advancement of Small, Minority & Women Owned Enterprises)
  • Arizona Small Business Association
  • ASU Alumni Association
  • National Association of Health Underwriters
  • National Association of Women Business Owners
  • Tempe Chamber of Commerce
  • Tempe Leadership Class XXVI


  • Kristine is a lifetime Leading Producer Round Table Qualifier
  • Kristine has participated on the following advisory boards: BCBS, LifeWise Assurance, and Aflac
  • 2005 NAHU Distinguished Service Award
  • Kristine graduated from the AAAME program in 2006
  • 2007 Business Journal’s “40 Business Persons under 40”
  • Kristine received her RHU designation in 2008
  • 2009 ASBA Member of the Year
  • Kristine was a finalist in the 2009 AMEX Make Mine a Million Dollar Business Competition
  • Kristine graduated from the Tempe Leadership Class XXVI in 2010
  • 2010 and 2011 Tempe Business of Excellence Finalist
  • 2011 NAWBO Business Owner of the Year
  • 2012 NAWBO Member of the Year
  • Business Journals Outstanding Women in Business 2012
  • 2013 Tempe Business Woman of the Year
  • 2014 Athena Finalist

Kristine Kassel, R.H.U., President 

Kristine is the proud President of Benefits by Design and they have been in business for 19 years! She is also very involved in the community. Currently she is on the ASU National Alumni Council Board and also an Ombudsman for the Small Business Administration Region IX. She also sits on the West Valley National Bank Board. In the past she has chaired the following boards, Tempe Chamber of Commerce, Gabriel’s Angels, NAWBO Phoenix, and the Arizona Small Business Association. Within her industry she has served as President of the Arizona and Phoenix Chapters of Health Underwriters and also was on the National Board as Education and Membership Chair. She has also participated on several Department of Insurance committees.

Kristine is a native Arizonan and received her BS degree from ASU. She’s been in the insurance industry for 27 years.


Customer Service – Jill Brueckner and Kelley Dalton


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