Bob Nienaber | President & Principal


Bob has the responsibility of heading up one of the most prolific cloud-based service providers in the executive benefits business, benefitRFP, Inc. The organization is comprised of top recognized experts who are dedicated to benefit clients and industry partners. The team has the experience of working with 1000’s of non-qualified executive benefit plans ranging from not for profit organizations through large privately held companies as well as Fortune 100 clients. benefitRFP’s team has the unique experience of working on both national and international corporate executive benefit plans. In addition to his role at benefitRFP, Bob serves on the boards for Sunshine Maker’s, Inc/Simple Green, Nature’s Renewables and is an Ambassador for the American Association of Life Underwriter (AALU) Executive Benefits Committee as well as the Board of Directors Advisory Counsel for ExecRank, Inc. Through AALU’s Impact Committee, he works with members of the Congressional Senate Finance Committee on issues affecting corporate executive benefit plans.

Prior to co-founding benefitRFP, Inc and co-creating benefitMATRIX™ and recently merging firms with BD Capital and benefitMATRIX™, Bob has had the opportunity to assist in creating the platforms and sales operations for Guardian, Principal Financial Group and Phoenix Companies of America and has directly consulted with many of the leading benefit-provider firms. Bob also assists product manufacturers with product and investment designs to help improve their efforts in providing advisors and clients with the competitive and comprehensive product platforms available. 

benefitRFP, Inc (bRFP) is a direct, high end, national provider of Executive Benefit Plan solutions which uses high-speed data technology, service and integrity to help simplify the complex world of executive benefit planning. Headquartered in Sacramento, California, bRFP combines various products and services from many of the leading investment and insurance product manufacturers with robust and cost-competitive administrative solutions, thus offering corporations a one-stop-shop for corporate executive benefit solutions. Combined with bRFP's custom-built technology, the benefitMATRIX™ incorporates the benefitDIAGNOSTIC™, riskDIAGNOSTIC™, planBUILDER™, LiSPT™ and benefitCONCIERGE™ to help enable such to Recruit, Retain and Reward top talent.

Bob lives in Northern California with his wife of 26 years and recently saw his daughter off to her new IT job in Prague. Bob’s hobbies include car racing, downhill mountain bike racing and spending time at his Kentucky horse farm, Dashaway Farms. Bob has authored and has been referenced in the books America’s Last Gold Rush, Blur, Retirement Heist, The Growth Dilemma, Executive Compensation for Private Company CEO’s and is excited about his newest publication, American Royalty

Bob is a Registered Representative with Kestra Investment Services, LLC and an Investment Advisory Representative with Kestra Advisory Services, LLC. 

Steffen Nass, CHFC | VP of Digital Innovation

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Steffen currently serves as the architect behind the benefitRFP technology innovations. He is the co-founder of benefitRFP.

Born and raised in Germany, he has an intrinsic need to improve efficiencies of process and quality of output. This quest for progress led him to become the visionary architect of the cutting edge benefitMATRIX™ technology.

Fifteen years of experience as an innovation leader in the executive benefits field has guided him to develop an engaging client experience when analyzing and designing executive benefit platforms using his benefitDIAGNOSTIC™, planBUILDER™, and benefitCONCIERGE™ technology solutions.

The benefitMATRIX™ algorithms empower him to foster deep relationships with leading insurance carriers, investment product providers, and third party administrators. The algorithms allow stakeholders to construct intertwined executive compensation and benefit plans that result in positive developments for executives and the organizations they lead.

Steffen leads the financial modelling and analysis teams for benefitRFP, and is considered one of the industry’s most accomplished quantitative minds.

His prior experience includes the role of Regional Director for the Guardian Life Insurance Company, Executive Benefits Consultant for The Phoenix Companies and was in charge of marketing nonqualified executive benefits programs for the Principal Financial Group.

Steffen is a national speaker on executive benefits programs, and also earned the ChFC® designation from the American College. He holds bachelor degrees in Finance and International Business from Iowa State University, where he was a kicker for the Cyclone football team, and the captain of the soccer squad.

Aside from his work in the finance industry, his passion is to find extraordinary moments in remarkable places with remarkable people. A voracious doer and adventure ambassador, he also founded Vintiri – an adventure company and mobile app – that enables people to find their moments as a currency of life. Steffen's hobbies also include travel adventures, playing soccer, mountain biking, snowboarding and enjoying the outdoors. He lives in in the Oakland Hills, California, along with his adventure wife, Teresa, and son, Xander.

Steffen is a Registered Representative with Kestra Investment Services, LLC and an Investment Advisory Representative with Kestra Advisory Services, LLC.

Leah Atyeo | Marketing and Client Services Manager


Leah Atyeo assists benefitRFP to develop and implement marketing strategies and processes. Leah collaborates on the development of the company’s marketing, website content, and presentations. Leah acts as liaison for executive benefits, facilitating client plan DIAGNOSTIC & planBUILDER connections, creating financial models for their plans and routinely reviewing the performance of established plans.

With over 20 years of client relationship management, Leah’s extensive background and thorough focus on individual participant financial needs enables her to properly assist advisors to systematically pinpoint company planning needs while also helping to ensure participants achieve their financial goals.

Leah has extensive training in the executive benefits boardroom-ready MATRIX system, which utilizes the DIAGNOSTIC, planBUILDER, CONCIERGE and LiSPT technologies.