The SSM Group is the North Bay office of United Benefit Advisors (UBA), just north of San Francisco. UBA is the third largest benefits consulting and brokerage firm in the country, with over 220 offices throughout North America and the United Kingdom. We are happy to provide local support here in the U.S. and abroad to meet your benefits needs.  We provide global reach but local support.

As an advisor, we work with you to determine your specific benefits needs, prioritize your goals and provide you with technology tools that will streamline costs and improve your overall benefits package.  The SSM Group employs a formal and sophisticated process, supported by data and HR analytics to help you save time and money while building a living benefit model, continually adaptable to your changing needs.

In 2011, The SSM Group purchased Sonoma County’s Shirrell Consulting Services, including its proprietary dental network and self-funded plan that works with some of the largest employers in the North Bay. Shirrell Consulting Services also provides The SSM Group with a low-cost FSA and COBRA administration services, which have become an integral part to The SSM Group’s broker and consulting strategy.


Senior Management

Jordan Shields

Jordan served on the UBA board from 2009 – 2012, holding positions of Finance Chair, Vice Chair and currently, Chairman. Previously, he was State PAC Chair of California Association of Health Underwriters, President of Golden Gate Association of Health Underwriters, board member of California Broker Coalition and state co-chair of the California Association of Health Insurance Agents.  In addition, he has served as several carrier advisory committees, and boards at local charities.

Jordan is also a published author and has written several manuals on his industry including COBRA, FMLA, HIPAA, Health Security Act and is co-authored a manual on the Affordable Care Act.




Keith McNeil, CLU, CEBS, GBDS

Keith is currently the Legislative Chair of the North Coast Health Underwriters Association and the President of United Benefit Advisors California (CUBA). As the author of the COBRA: Compliance and Checklist and Manual, Keith instructs regular courses on COBRA compliance.

Previously, Keith served as the President of the Marin County Chapter of Chartered Life Underwriters and is the co-author of a manual on the Affordable Care Act.







Mark Goodman

Mark Goodman has over 30 years experience in the life and employee benefits industry. He specializes in the small to mid-market size companies and brings a wealth of knowledge, humor and steadfast advice.

He has been a leader for several carriers in their small business production as well as a two-term president of San Francisco Life Underwriters Association. While an agent for New York Life he represented the carriers agents as a member of its elite Agent Advisory Council. Mark helps design executive compensation programs for business owners. The ever-changing market place especially the current market with the coming ACA has created many challenges for groups as well as individuals.

When not solving insurance issues for clients you can usually find him in the gym or on a spin bike. He was a long time soccer coach in Novato for his two children. He is the immediate past board treasurer at the Osher Marin Jewish Community Center. Mark lives in Novato with his wife Roberta.