Safeguarding
Americans’
retirement security

Our mission and our team

The Pension Protection Act of 2006 was a giant leap forward for retirement savers. But Custodia Financial founder and CEO Tod Ruble noticed something important was missing: a failsafe for people with outstanding retirement plan loans.

If borrowers lose their jobs—through no fault of their own—they risk defaulting on their loans and losing their retirement savings progress. This key insight was Tod’s inspiration for founding Custodia Financial and creating retirement loan protection, an automated, measurable financial wellness program that helps prevent retirement plan loan defaults.

Our leadership team
Tod Ruble

Tod Ruble

CHIEF EXECUTIVE OFFICER

Mark Herman

Mark Herman

PRESIDENT

Kevin Smart

Kevin Smart

CHIEF FINANCIAL OFFICER

George White

George White

EXECUTIVE VICE PRESIDENT,
OPERATIONS

Tony Nelson

Tony Nelson

CHIEF DIVERSITY OFFICER

Sandy Tassinari

Sandy Tassinari

SENIOR EXECUTIVE,
STRATEGIC ACCOUNTS

Terri Johnson

Terri Johnson

SENIOR EXECUTIVE,
STRATEGIC ACCOUNTS

Strategic Advisory Council
Dave Liebrock

Dave Liebrock

STRATEGIC ADVISOR

Bradford Campbell

Bradford Campbell

STRATEGIC ADVISOR

Roger Ochs

Roger Ochs

STRATEGIC ADVISOR

Chuck Hill

Chuck Hill

STRATEGIC ADVISOR

Bill Ogle

Bill Ogle

STRATEGIC ADVISOR

NELU Certified

Committed to DE&I

We’re dedicated to making a real social impact through our solution by improving retirement outcomes for all participants. As part of that commitment, we’re an NELU diversity, equity, and inclusion (DEI) certified company and program.

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2016 – 2022 Custodia Financial, LLC. All Rights Reserved.
Tod Ruble

Tod Ruble

CHIEF EXECUTIVE OFFICER

Tod A. Ruble is Custodia Financial’s founder and CEO, and leads the firm in pursuit of its sole purpose: to safeguard Americans’ retirement security by preventing retirement plan loan defaults. A recognized innovator in the retirement and benefits industry, Tod is a sought-after public speaker and press commentator with a deep understanding of America’s complex financial system and an intimate knowledge of retirement policy, regulations, and process.

Tod’s career has spanned a broad array of financial services, including insurance and benefits, commercial real estate, and investment banking, with proven successes in identifying emerging trends, creating strategic visions, and building successful institutional platforms. Prior to Custodia, Tod co-founded Harvest Partners, a specialized commercial real estate firm.

Tod attended the University of Texas at Austin and is a member of the Board of Directors of the Cotton Bowl Athletic Association. He lives in Dallas, Texas, with his wife and two children.

Mark Herman

Mark Herman

PRESIDENT

As President of Custodia Financial, Mark Herman strives to protect Americans’ retirement security. A seasoned insurance executive, Mark has a diverse leadership and operational background, including significant underwriting experience and a successful track record of building, refining, and transforming insurance operations.

After graduating with a B.S. in Business Administration from the University of North Carolina at Chapel Hill, Mark held senior executive leadership roles at several companies before serving as the CEO of Everest National Insurance Company, and then as President and COO of CAN Financial Corp.’s Specialty Lines business.

He lives in the Philadelphia area with his family.

Kevin Smart

Kevin Smart

CHIEF FINANCIAL OFFICER

Kevin Smart has served as CFO since 2010, working to prevent retirement loan defaults and associated losses.

Prior to joining Custodia, Kevin held various finance roles focusing on venture capital investment, mergers and acquisitions, and strategic and operations planning for companies including Harvest Partners and Deloitte & Touche.

He holds a B.A. in Economics from the University of Texas at Austin and an M.B.A. from the University of Oklahoma.

Kevin lives in Heath, Texas with his wife, Susan Smart, M.D. and their two children. When he’s not focusing on retirement loan protection, Kevin can be found volunteering, including serving on the Board of Directors for the Rockwall County YMCA.

George White

George White

EXECUTIVE VICE PRESIDENT,
OPERATIONS

George White has served as EVP of Operations since 2016. After graduating from the University of Massachusetts at Lowell with a B.S. in Business Administration, George founded RNC Capital, an investment advisor, and held senior management positions at Newport Group and Fidelity Investments. At Fidelity, where he worked for two decades, George was responsible for operations, client service, implementation, communications, and consulting, including Fidelity sites supporting clients in the U.S., Canada, and India.

He and his wife reside outside Orlando, Florida.

Tony Nelson

Tony Nelson

CHIEF DIVERSITY OFFICER

Tony Nelson is Custodia Financial’ s CDO. He has had a long and impactful career in the insurance and benefits industry, including roles as Vice President and Chief Underwriter for the Caribbean Division of American Bankers Insurance Group, Director of Risk Management & Security of Breakers Palm Beach, and most recently as the President of Premier, which focuses on Family Health and Wellness.

Tony has a B.A. in Marketing & Finance from Eckerd College, St. Petersburg Florida and resides with his wife, Evelyn, in Wellington, Florida.

Sandy Tassinari

Sandy Tassinari

SENIOR EXECUTIVE,
STRATEGIC ACCOUNTS

Sandy Tassinari has over 35 years of experience in the benefits field. Before joining Custodia Financial as a Senior Executive for strategic accounts, she was Head of Relationship Management for the Large Corporate Business at Voya Financial. Sandy also worked at Mercer, Fidelity, BankBoston and Harvard University in varying roles responsible for benefits administration, payroll, shared services, and finance.

Sandy has a B.S. in Business Administration from the University of New Hampshire. She resides in Massachusetts with her husband.

Terri Johnson

Terri Johnson

SENIOR EXECUTIVE,
STRATEGIC ACCOUNTS

Terri Johnson is a Senior Executive for strategic accounts. Previously, Terri held management positions with Wells Fargo and First Trust, an organization that is now US Bank. During her 24 years with Wells Fargo, she provided innovative thought leadership in relationship management, participant and sponsor communications, operations, and technology teams.

Terri holds a B.S. in Accounting from Moorhead State University and a Certified Public Accounting certificate. She is an active volunteer in the Minneapolis area, where she resides with her husband.

Dave Liebrock

Dave Liebrock

STRATEGIC ADVISOR

Dave Liebrock is an expert advisor and industry advocate supporting distribution efforts for Custodia Financial’s groundbreaking retirement loan protection program.

For 30 years, Dave led a successful career as one of the industry’s leading retirement plan executives, with prominent positions at Fidelity Investments—including President of Workplace Investing—and most recently with CAPTRUST as a member of their Advisory Board.

Dave holds a BS in Finance and Economics from Susquehanna University and lives in the Boston area with his family.

Bradford Campbell

Bradford Campbell

STRATEGIC ADVISOR

Bradford Campbell, a partner of the law firm Faegre Drinker Biddle & Reath LLP, provides guidance and subject matter expertise on regulatory matters, legislative issues, and public policy.

As the former Assistant Secretary of Labor for Employee Benefits and former head of the Employee Benefits Security Administration, Brad provides employee benefits advice to financial service providers and plan sponsors, particularly in relation to ERISA Title I issues, including fiduciary conduct and prohibited transactions.

Brad holds a J.D., cum laude, from Georgetown University Law Center, and an A.B. from Harvard University. He and his family live in the Washington, D.C. area.

Roger Ochs

Roger Ochs

STRATEGIC ADVISOR

Roger Ochs provides guidance and subject matter expertise on corporate matters, capital markets, and corporate governance.

As CEO of HD Vest until his retirement in 2017, Roger guided the firm to become the leading financial services company supporting tax professionals delivering comprehensive services including securities, insurance, money management services, and banking services. While at HD Vest, Ochs was named by Accounting Today as one of the top names to know in the accounting industry.

Roger holds a J.D. from Southern Methodist University, an MBA from Trinity University, and a BA in Business Administration and Management from Angelo State University. He lives in the Dallas area with his family.

Chuck Hill

Chuck Hill

STRATEGIC ADVISOR

Chuck Hill provides the “voice of the plan sponsor,” and supports distribution efforts for retirement loan protection across his broad network of senior HR executives and industry practitioners.

Chuck joined Pfizer’s Human Resources team in 1987, supporting the Pharmaceutical Sales Force. After that, he held a number of roles in the company, including Senior Vice President HR, Worldwide Biopharmaceuticals Businesses. While at Pfizer, which has one of the largest 401(k)s in America, Chuck was responsible for all enterprise human resource programs, including compensation and benefits.

Chuck and his wife, Cathy, have two children and live in Connecticut.

Bill Ogle

Bill Ogle

STRATEGIC ADVISOR

Bill Ogle leverages his extensive marketing experience to benefit Custodia Financials’ Strategic Advisory Council. 

Bill capitalizes on his extensive experience as past CMO of Pizza Hut and Samsung, as well as Global CMO of Motorola to enable Custodia Financial to develop and execute campaigns.  With a deep understanding of customer behavior and market trends, Bill uses his skills to effectively reach and engage target audiences helping Custodia Financial to achieve its business objectives and stand out in a competitive landscape.