American Senior Services, Inc. Attracts High Profile Leadership Team from Long Term Care Insurance (LTCi) Industry

Proven LTCi leaders join guaranteed acceptance home care provider to support growth of True Freedom II product

May 24, 2013, 13:06 ET from American Senior Services Incorporated

ST. PETERSBURG, Fla., May 24, 2013 /PRNewswire/ -- American Senior Services Incorporated (ASSI) ( today announced it has expanded its senior leadership team to further strengthen its positioning and growth in the home care service contract industry.

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"Mark Goldberg was announced as our Chief Operating Officer earlier this month, and it is my great pleasure to announce three additional new members to the ASSI team; Jonas Roeser, Tom Skiff and Peter Gelbwaks," said Bobby Gross, CEO of ASSI. "These three people have developed or led some of the largest efforts in the long-term care insurance space in the past two decades, and it's an honor to work side-by-side with them."

Jonas Roeser will serve as Chief Marketing Counsel, overseeing ASSI's branding, marketing, and public relations efforts. Roeser is most recognized for building the national brands of LTC Financial Partners, 3in4 Association, and elder care expert Dr. Marion.

In addition, Tom Skiff and Peter Gelbwaks will join as members of ASSI's Board of Directors.  Skiff has over 40 years of experience in the insurance industry as an actuary, financial officer, and president of various insurance companies. From 2004 to 2011, he served as President & CEO of LTC Global. Previously, from 1994 to 2001, Skiff was President of the Long Term Care Division of General Electric Capital Assurance, now Genworth (, which was the company's greatest growth period in terms of premium and income. Skiff went on to lead the company's reinsurance operation for two years before leaving to become President of LTC Global.

"The True Freedom II product offers a good value to customers, and has been marketed the right way, with ASSI taking great care to clarify that the product is a service contract, not insurance – which is essential," Skiff said. "Financially, the company is also very sound. It has been profitable from its inception, and has built up a substantial surplus to fund further growth.  In today's market, the senior needs options that are viable alternatives to traditional home care, which many of them can't access because of age or health challenges. ASSI offers the solutions they need."

Peter Gelbwaks is currently the Chairman of Gelbwaks Executive Marketing Corp., and the Co-Founder, past Chairman, and past President of the National LTC Network, the largest LTCi marketing company in the United States. Gelbwaks serves as an Advisory Board member for various leading insurance carriers and has been quoted in numerous consumer media, including the Wall Street Journal, Kiplinger and Bloomberg News.

"This is the first phase of my leadership assembly, bringing together what I foresee as one of the most knowledgeable and influential groups in the industry – a group that understands the market is changing and alternative solutions need to be recognized," Gross said. "To have this type of leadership to support the growth of ASSI is a dream come true; their experience is unprecedented."

About American Senior Services Incorporated (ASSI)

ASSI offers one of the most viable alternatives to traditional home care insurance. Plans support seniors with activities of daily living and companionship, as well as urgent care and overnight benefits, all in the comfort of their own homes. ASSI services are provided by a network of home care providers, and also allow one to choose a friend or neighbor to administer care. True Freedom II Plans are Service Contracts, NOT Insurance. All True Freedom Home Care Plans feature: 

  • Guaranteed Acceptance
  • No Health Questions
  • No Claim Forms
  • No Deductible
  • No Co-Pays
  • No Age Limits

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SOURCE American Senior Services Incorporated