Employee Benefits, HR and Insurance

Alterity is a leading independent consulting firm offering services designed to optimize employee benefits and HR services for employers, private equity firms and their portfolio companies, human resource outsourcing organizations (PEO and ASO), and brokers. We help navigate the constantly evolving landscape of employee benefits, HR and insurance.
Our core belief to driving value is identifying smart strategies and solutions that align with a company’s business needs.

Who We Serve

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Private Equity Firms

Seeking portfolio-wide operational efficiencies, transactional support, and savings across employee benefits and insurance.
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Seeking specialized employee benefits and HR administration advisory services and support to drive strategic changes and employee satisfaction.

We Are:

Private Equity Advisors

We meet the specific needs of private equity firms by acting as an extension of deal, operations, and procurement teams.

Broker Agnostic

We do not disrupt existing broker relationships. We prefer to partner with and work alongside brokers to maximize value across a portfolio.

Vendor Agnostic

We do not maintain exclusive vendor relationships. This allows us to recommend strategies, products, and services to best meet our clients’ needs.

We Are Different

No Longer Business As Usual

As private equity advisors, we are unique to the marketplace, bridging employee benefits and insurance with the transactional and oversight needs of private equity firms. Alterity combines the execution expertise of brokers with the M&A acumen of the big four accounting firms. We bring new solutions to the table.

Our Team

Working For You, With You

When you work with Alterity, you’re working with industry leaders supported by expert resources.

Jordan Gray

Co-Founder And
Managing Director

Jordan co-founded Alterity Group and currently serves as Managing Director, helping advance corporate development initiatives. Prior to founding Alterity, Jordan co-founded AGS Benefits Group, which was acquired by NFP in January 2012. Both successful firms have helped shape the employee benefits consulting footprint for the corporate and private equity sectors.

With over 20 years of experience, Jordan is a sought-after industry expert and investor in various health care companies, with a focus on distribution and revenue generation. He primarily works with mid- and large-sized employers in the design and implementation of innovative benefit programs, and specializes in leading-edge strategy, scalable long-term solutions, and sustainable cost control.

Jordan is a graduate of St. Lawrence University and serves on the board of the Pennington School, as well as other private companies. Jordan, his wife, and their three children reside in Princeton, New Jersey. They are passionate about their community and support many charities.

Paul Schnell

Managing Director and Corporate Development

Paul is responsible for advancing strategic initiatives and business development at Alterity. Prior to joining Alterity, Paul founded Dreyfuss & Birke which was acquired by NFP in 2012. Dreyfuss & Birke primarily focused on providing brokerage and consulting services to many leading private equity firms and hedge funds. Paul has spent his entire career as an insurance consultant. He has been repeatedly recognized at a national level for his ability to identify and proactively execute cost containment strategies in the areas of health and welfare and risk management on behalf of many of the country’s leading institutions.

Paul is the President of YRF Darca, a non-profit organization providing Israeli high school students from low-income regions equal education opportunities. A graduate of the University of Michigan, Paul is also an active member of the Victors for Michigan campaign. He resides in New York City with his wife, Madeleine, and three children. Paul enjoys skiing, basketball, most sports and fitness activities as well as laughing with his family and friends.

Sharla St. Rose

Managing Director
As Managing Director of Alterity, Sharla is responsible for developing and executing the company’s business strategies. In her role, Sharla focuses on delivering adaptive and innovative solutions while addressing the unique needs of each client.

Sharla has spent her career working in the human resources and benefits consulting industry where she has been recognized as a strategic leader. She has worked with clients within a range of industries including private equity, financial services, retail and professional employer organizations. In addition to being client focused, Sharla has helped organizations move into new markets and drive expansive growth while developing tremendous business relationships and credibility along the way.

Sharla holds Doctorate of Business Administration from Florida International University’s Chapman School of Business where she focused on insurance related research. She lives in a suburb of New York City with her husband and 4 children.

Michael Kinsman

Senior Managing Consultant

Michael partners with Justin Salter to help brokers, employers, associations, technology solutions and insurance carriers identify trends in the marketplace. He has over 15 years of employee benefits and operational leadership experience. During his career, Michael has worked for industry leading publicly traded, and mutual, insurance companies. He has been fortunate to be rewarded with distinguished accolades at his previous employers, including rookie of the year, perennial regional and national sales achievements as well as multiple national sales representative of the year honors.

Michael is a graduate of Bates College and lives in the Seattle area with his wife, Stephanie. In his free time, Michael enjoys spending time with his wife, family, friends, cooking, traveling to new places, golfing, skiing and Guinness!

Brian Lo

Senior Managing Consultant

As Senior Managing Consultant at Alterity, Brian is responsible for developing and executing the company’s business development strategy across all verticals. Brian focuses on serving as a trusted partner and thought leader to private equity firms, their portfolio companies, HROs, and brokers.

Prior to joining Alterity, Brian was Senior Vice President, Sales – Private Equity Practice Leader at TriNet, a national PEO. Brian brings over 15 years of experience in business development and relationship management across multiple industries, including private equity, human resources, capital markets, and technology.

Brian is a graduate of Rutgers University and lives in NJ with his wife and their two children.

Justin Salter

Senior Managing Consultant

As Senior Managing Consultant, Justin works closely with brokers, employers, associations, technology vendors and carriers to identify trends in the marketplace and ensure that his clients and teams have all the tools necessary to navigate the ever-evolving benefits space. With over 15 years of employee benefits experience, he is focused on streamlining operational and distribution models to drive innovation and value across the benefits industry.

Justin graduated from the University of Colorado Boulder and lives in the San Francisco Bay Area. In his free time, he enjoys the outdoors and spending time with his wife and their three children.

Matthew Cohen

Associate Managing Consultant

In his role as Associate Managing Consultant, Matt works closely with private equity firms in managing group purchasing programs, leading due diligence analyses, and implementing strategic initiatives associated with corporate transitions. He is the day-to-day contact for portfolio companies, with a specialty in mergers, acquisitions, and carve outs. Matt also spends his time on financial reporting for his clients, including medical/Rx projections, contribution modeling, and IBNR analyses.

Prior to joining Alterity, Matt worked as an account manager for a technology firm focused in the food services industry. Matt earned his Bachelor of Arts in Business Administration, with a focus in Marketing, and a minor in Management Information Systems from the University of Delaware. He currently resides in New Jersey with his wife, Kylie and their children, Severen and Eloise.

Strategic Resources Group

In addition to our core consulting team, we have expert resources in the following areas to support our clients' needs:

Actuarial / Financial


Executive Benefits

HR Services

HR Tech

International Benefits

Retirement / 401K

Voluntary Benefits

Property & Casualty

Contact Us



New York

90 Park Ave,
17th Floor
New York, NY 10016


1250 Capital of Texas Hwy S.
Bldg. 2
Austin, TX 78746


1090 Don Mills Road
Suite 500
Toronto Ontario. M3C 3R6


13 Caroline Point
62 Caroline Street
Birmingham, B3 1UF

Washington DC

1320 19th Street, NW
Suite 700
Washington, DC 20036