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Association Member Trust

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How we helped an underdog compete by showing that people could expect more from their health plans.

In 2019, AMT, a non-profit provider of health plans to small and mid-sized businesses, hired Princeton Partners to conduct a business and branding audit and to lay out a plan to elevate the organization’s brand, profile, and messaging in a highly competitive market. As the only Multi-Employer Welfare Arrangement (MEWA) in New Jersey, AMT had unique marketing disadvantages: 1) Competing against multi-billion health insurance companies with big brand awareness and abundant marketing/sales resources, 2) Operating in the small business market where thousands of local brokers place plans with the major insurers on a commission basis, 3) Having very modest educational communications budgets to get the word out about AMT’s unique value; 4) Requiring new member businesses to belong to one of seventeen eligible business associations.


Association Member Trust



Pediatrician Visiting Father And Child In Hospital Bed

“Princeton Partners gets our business, cares about our success, and truly partners with us to make progress. I recommend Princeton Partners to any non-profit or for-profit that is seeking strategic, innovative and creative leadership.”

Harvey Mishkin,
COO, Association Member Trust
Smiling female doctor give high five to little biracial patient
Two happy professional business people workers using digital tablet in office.


During our discovery process, we found that many small and mid-sized business owners are generally unhappy with their health insurance plans. Every year, owners expected rising rates and/or declining coverage and service for their premiums. But AMT was uniquely built to reverse this trend. Their non-profit, self-funded, member-governed structure made them truly member focused. Their purpose, business model, and organization are built to offer more. More coverage flexibility. More personal service. More value. That became the central idea of the brand: AMT: More Options. More Health.  With more plan options, owners benefit from one or more plans designed to fit the needs of their employees, and themselves. The end result: happier and healthier employees and businesses. Combined with their well-earned reputation for better service, AMT’s value became clear.

Father learning his son to skateboarding
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We recommended an important name change: Association Master Trust became Association Member Trust. With a new logo plus a refreshing and uplifting new brand look and feel, we built a new website and communications program that pushed creative educational assets out through the seventeen participating business associations. Educational videos, thought leadership, webinars, e-blasts, and enhanced social media efforts enabled AMT to communicate its difference and its caring culture.

Active happy grandmother and granddaughter having fun time together skating


AMT continues to grow its base of member companies despite a shrinking small business insurance market and higher premiums in the post-pandemic period. The five-year member company baseline is now 30% higher than the prior five years. Importantly, AMT is achieving strong operating results and is able to share back “dividends” with its plan members. In our survey, 9 out of 10 members were satisfied with the value and service AMT is providing and members are actively participating in educational communications and testimonial videos.

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