Experience the Future of Benefits Management

Virtual Assistant Labs (VAL) is a collaborative innovation company that develops Voice AI productivity tools to build and grow relationships for carriers, agents, and brokers/distributors.

Try Out VAL
VAL Platform Interface

Evolve the Employee Benefits Experience

Improve

Member awareness and understanding of benefits

Increase

Member enrollment, utilization, and satisfaction

Personalize

And simplify the member experience

Reasons to Evolve

40%
Broker Retirement Rate
With 40% of insurance brokers expected to retire within five years and over 400,000 positions becoming vacant, countless customer relationships are at risk due to unclear transition plans.
U.S. Chamber of Commerce →
< Half
Voluntary Benefits Adoption
Less than half (around 49%) of eligible employees typically purchase any voluntary benefits offered by their employers.
SHRM Benefits Report →
51% & 60%
Voice AI Readiness
According to Zendesk CX Trends 2025 study, customers are ready for AI Voice solutions. 51% of consumers have interacted with advanced Voice AI and 60% of consumers want companies to adopt Voice AI.
31%
Benefits Understanding
A recent Voya survey revealed that nearly one-third (31 percent) of American workers admitted they do not fully understand any of the employee benefits they selected.
< 1 in 5
Voluntary Benefits Usage
Typically only 17% of eligible members take advantage of key voluntary benefits, according to customer discovery sessions (2024-2025).
64%
AI Adoption Interest
A survey by Liberty Mutual found that 64% of agency principals are interested in how AI can improve their business.

Take up to a 5-Minute Test Drive with VAL

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Solutions for Every Stakeholder

Evolve employee benefits with AI-powered relationship management that benefits everyone in the ecosystem

For Carriers

  • Boost sales and member retention during marketing and enrollment
  • Maintain compliance and ethical standards
  • Streamline member communications with real-time empathy

For Agents

  • Focus on high-value activities and meaningful member connections
  • Automate repetitive tasks and appointment scheduling
  • Gather valuable member insights and preferences

For Brokers/Distributors

  • Increase long-term value of retiring agents' book of business
  • Seamless transition of member relationships
  • Maintain consistent member engagement and satisfaction

Meet Our Team

The innovative minds behind VAL

Jim Lewis

Jim Lewis

Visionnaire Extraordinaire

Proven Insurtech entrepreneur and marketing technology expert. Co-founder of Benjamin® and a recognized thought-leader in insurance and innovation at the University of Iowa.

Jim Sherlock

Jim Sherlock

Head of Conversational Intelligence

Founder of Cybercade with expertise in cybersecurity, learning, and engagement. Driving innovation in insurtech and digital transformation.

Gina Bell

Gina Bell

CXpert

Insurtech leader and CX strategist. Co-founder of Benjamin® with expertise in customer experience and project management as VP CX at Clever Ventures.

Sarah Lewis

Sarah Lewis

Marketing Maven

Marketing leader with insurtech expertise and eight years of experience in brand development and messaging. Former Marketing Director at Predictive Health Strategies.