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We are an experienced team of retirement and insurance industry experts united by a singular purpose—to collectively help close the alarming U.S. retirement savings gap. We firmly believe that innovations in financial wellness must continue until retirement security is in reach for all. We bring deep expertise in retirement plans to a new category of financial wellness: ERISA-compliant insurtech automation within workplace retirement plans. We are advised by leading experts within 401(k) plan sponsor, recordkeeper, advisor, insurance, capital markets, and regulatory fields.

Our leadership team

Tod Ruble Photo

Tod Ruble

CHIEF EXECUTIVE OFFICER

Kevin Smart

Kevin Smart

CHIEF FINANCIAL OFFICER

Tony Nelson

Tony Nelson

CHIEF IMPACT OFFICER

Ray Sweetland Headshots 1747

Ray Sweetland

CHIEF REVENUE OFFICER

Strategic Advisory Council​

Mark Herman

Mark Herman

INSURANCE

Dave Liebrock

Dave Liebrock

RECORDKEEPERS AND ADVISORS

Bradford Campbell

Bradford Campbell

LEGAL

Chuck Hill

Chuck Hill

PLAN SPONSORS

David Kiger Photo

David Kiger

INVESTORS

Mike Mckool Photo

Mike McKool

LEGAL

Sandy Tassinari

Sandy Tassinari

STRATEGIC ACCOUNTS

George White

George White

OPERATIONS AND CLIENT SERVICES

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©2016–2026 Custodia Financial, LLC. All Rights Reserved. 
Tod Ruble Photo

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.

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.

Tony Nelson

Tony Nelson

CHIEF IMPACT OFFICER

Tony Nelson is Custodia Financial’ s Chief Impact Officer. 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.

Ray Sweetland

CHIEF Revenue Officer

As Custodia Financial’s Chief Revenue Officer, Ray is responsible for new business opportunities, analyzing market trends, developing competitive strategies, optimizing pricing, product development, and customer satisfaction. For more than 20 years, Ray has helped retirement Plan Sponsors maximize the value of their retirement programs. Prior to joining Custodia Financial, he was responsible for Tax-Exempt Business Development at Prudential Retirement, specializing in Union, Taft-Hartley, Government, Healthcare and Not-For-Profit Markets. Ray has held positions at Aetna Retirement Services, ING, CIGNA Retirement and Investment Services. He has helped some of the largest Retirement Plans in the U.S. optimize their programs. He holds a B.S. in Accounting from Assumption University in Worcester, MA and resides in Connecticut.
Mark Herman

Mark Herman

INSURANCE

Mark Herman is seasoned insurance executive with 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 CNA Specialty.

He lives in the Philadelphia area with his family.

Dave Liebrock

Dave Liebrock

RECORDKEEPERS AND ADVISORS

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

LEGAL

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.

Chuck Hill

Chuck Hill

PLAN SPONSORS

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.

David Kiger Photo

David Kiger

INVESTORS

David Kiger founded Worldwide Express in 1995, a global shipping logistics company for small-to mid-size businesses, turning the company into one of the largest in the United States, serving over 100,000 customers. David led the company’s private equity transactions in 2007, 2009, 2013 and 2017, and now serves as a board member.  In addition to his role at Worldwide Express, David has stakes in several companies across multiple industries, including technology, transportation, lifestyle, entertainment and more. This includes being a majority shareholder and board member of beGlammed.com and serving on the on the board of advisors for TEDx, XPRIZE and the American Film Institute.

Mike McKool

LEGAL

Mike McKool founded McKool Smith in 1991, helping the company grow from an 11-lawyer, IP-specific litigation boutique to a national litigation powerhouse with 185 trial lawyers coast to coast. Mike’s rigorous case preparation and superlative courtroom skills have earned him a reputation as one of the country’s most prominent trial lawyers. Over his 40-year career, he has tried more than 100 jury trials, securing substantial verdicts and settlements for clients, including major airlines, energy companies, telecom firms, investment banking houses, and industrial conglomerates. Mike is a fellow of the American College of Trial Lawyers and has been selected by the US Court of Appeals for the Federal Circuit to serve on the Federal Circuit Advisory Council.

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.

George White

George White

CHIEF OPERATING OFFICER,
HEAD OF TECHNOLOGY, OPERATIONS, AND CLIENT SERVICES

George White served as Custodia Financial’s Head of Operations and Client Services from 2016 to 2024. In 2024 he also served as Head of Technology. 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.