Meet Troy Brice: A Q&A with Health Advocate’s New Chief Operations Officer

We’re pleased to welcome Troy Brice to Health Advocate as our new Chief Operations Officer (COO).

Troy brings more than 20 years of executive leadership experience across several industries, including healthcare and technology. Throughout his career, he has helped organizations operate more effectively while improving the customer experience and adapting to change. Most recently, he served as SVP and Chief Customer Experience Officer at UCare, where he oversaw the organization’s service operations during a digital transformation. He previously held leadership roles with Centene, CVS/Aetna, The Home Depot, and Verizon Wireless.

As Troy settles into his new role, we sat down with him to discuss the experiences that shaped his leadership, how strong operations support better experiences, and what he sees ahead for Health Advocate.

You’ve spent more than 20 years leading operations and customer experience. What experiences have most shaped your approach to leadership?

Throughout my career, I’ve learned that great leadership starts with putting people—both the people we serve and the people doing the work—at the center of all we do.

Some of the experiences that shaped me the most came during periods of significant change and growth. They taught me the value of staying close to the people affected by those changes and offering clarity when the path forward feels complicated.

I’ve also seen firsthand that operational performance and culture go hand in hand. Teams deliver their best work when they feel empowered and understand how their contributions support a larger purpose. My role is to create that clarity, remove obstacles, and make improvement part of how we work every day.

As you step into the COO role, what excites you most about Health Advocate and the opportunities ahead?

What excites me most is the opportunity to make healthcare easier and more human at a time when navigating the system can feel incredibly complicated.

What stands out about Health Advocate is how purpose, expertise, and technology come together through people who truly care about helping members. I’m excited to continue building on that momentum to make navigating healthcare even easier and more personal for our members.

There’s a real opportunity to expand what Health Advocate already does well while continuing to evolve. Consistently seeking out opportunities to strengthen our operations, supported by technology and informed by data, help our people make sound decisions that improve outcomes for members and deliver even more value to clients.

What role does operational excellence play in consistently delivering a positive experience for members and clients?

Operational excellence is what turns a great customer promise into a great experience.

For members, it means getting the right help at the right time without added friction. For clients, it means knowing they can count on us to respond and provide the support their employees need.

To me, operational excellence is about much more than just efficiency. It starts with designing around the customer and giving our people the tools they need to support our clients and members. Data helps us see where we can improve the experience. When those elements work together, the result feels consistent and personal, while simultaneously delivering more value to members and clients.

Health Advocate’s experts are a key part of what sets us apart. What stands out to you about the role they play in supporting members?

What stands out to me is the combination of expertise and empathy our people bring to every interaction.

Healthcare is deeply personal. Members often reach out to Health Advocate at a difficult moment, when they may not know where to turn. Our experts offer clarity and compassion during tough situations to help make the next step feel manageable.

Technology can make healthcare navigation faster and easier, but there are moments when people need someone who will listen, understand their situation, and advocate for them. Our experts demonstrate the value of the human touch in our members’ experiences, and I see them as one of Health Advocate’s most powerful differentiators.

As healthcare continues to evolve and Health Advocate enters its next phase of growth, what are you most excited about as we continue to innovate and put the member experience first?

Healthcare keeps getting more complex, even as people expect the experience to feel simple and intuitive. That gives us an important opportunity to combine the best of what has made Health Advocate successful with new ways of serving members.

Used thoughtfully, AI and other technologies can help us understand what members need sooner and guide them to the right support. The key is doing that without losing the human expertise and compassion that set Health Advocate apart.

For me, the next phase is about taking a strong experience and extending its impact. That starts with keeping members at the center and supporting our teams as they find thoughtful ways to improve. By staying focused on that purpose, we can make an even greater difference for the members and employers we serve.