Labor First Rebrands to RetireeFirst, Reflecting its Commitment to Preserving and Enhancing Retiree Benefits

RetireeFirst Logo with a blue background
New name, website and branding builds on decades of growth and innovation and further underscores RetireeFirst’s mission of serving the needs of group plan sponsors and their retirees by simplifying the complex healthcare benefits landscape

Mount Laurel, New Jersey – March 15, 2023 – Labor First, a group retiree Medicare benefit manager that serves labor unions, public sector entities, and commercial organizations, today announced its rebrand as RetireeFirst. LaborFirst will become a division of RetireeFirst, recognizing its valued heritage in the labor market.

Although the company name is changing, the organization remains exactly the same with respect to management and personnel, solutions and services offered, client and partner base, and retiree healthcare plans. The driving force behind the rebrand was to create a refreshed brand identity to convey the company’s position as the leading group Retiree Benefit Management solutions and retiree advocacy service provider across all markets it serves.

Founded in 2005, Labor First quickly made a name for itself as a valuable partner that manages every aspect of group retiree healthcare benefit administration – from plan design and selection to plan implementation and ongoing management, creating a better experience for plan sponsors and helping to improve health outcomes for retired members. Now, as RetireeFirst, the company is building on that legacy. In addition to its new name, the company has launched a new logo, website, mission and vision, focused on preserving and enhancing retiree benefits while reducing costs and administrative burden – ultimately driving significant value for all stakeholders the company works with, including plan sponsors and their Medicare-eligible retirees, benefit consultants and brokers, and insurance carriers.

“Since our inception, we have remained highly focused on addressing our clients’ most pressing needs – reducing the costs and liability associated with post-retirement health benefits without sacrificing the benefits retirees have worked their whole lives for.

This focus and dedication has not changed. Rather, we’re intensifying our efforts,” said John P. Dulczak, Chief Executive Officer, RetireeFirst. “Under the RetireeFirst name and with our new brand identity, we look forward to offering our labor, public sector, and commercial clients and partners new services and solutions designed to better meet their needs and the needs of their retired members.”

Over the last five years, RetireeFirst has experienced significant growth, maintaining an impressive client retention rate of 100% and achieving an annual net promoter score (NPS) above 90, a significantly higher ranking than the healthcare industry average of 58.

“The strengthening of our brand and positioning in healthcare benefits comes at a critical time in our company’s life cycle. Never before has the industry been so complex, with costs rising, the Medicare landscape ever evolving, and plan sponsors challenged with managing benefits budgets and risks while making sure retiree member needs are met,” said Rick Kaplan, Chief Growth Officer, RetireeFirst. “We know RetireeFirst is the partner our clients need to solve their emerging challenges, as our approach and expertise enables us to develop solutions to meet client needs without sacrificing our people-centric service model.”

To learn more about the company and how it creates a seamless benefits experience that drives value for group plan sponsors and their retirees, follow RetireeFirst on LinkedIn, Twitter, and via its blog. For more information on RetireeFirst, its team, services, and partnerships, visit

About RetireeFirst

RetireeFirst is the premier retiree benefit management solutions and advocacy service provider, proven to enhance the experience and outcomes for group plan sponsors and their retirees. Founded in 2005, the company partners with all major national health carriers and hundreds of labor unions, public sector entities, and private corporations nationwide. RetireeFirst designs solutions that preserve and enhance benefit quality while driving material cost savings. Its unparalleled advocacy service creates a seamless benefits experience and connects members to programs that improve their health and wellness. RetireeFirst is HITRUST certified and has been awarded a full URAC Core Accreditation for its commitment to upholding federal regulatory requirements and improving business processes. Headquartered in Mount Laurel, NJ, RetireeFirst’s award-winning team, solutions, and services have received industry praise, world-class NPS scores, and a Philadelphia Biz Journal Best Places to Work award. For more information on RetireeFirst’s people-centric approach, our services, and our broker, consultant, or carrier programs, visit and follow RetireeFirst on LinkedIn and Twitter.

Media Contact:
Cletis Fox
Alloy, on behalf of RetireeFirst

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