Caryn Rasnick on Educating the Next Generation of Self-Funding Leaders

The HCAA Executive Forum 2025 brought together some of the most respected voices in self-funding, offering a platform to discuss the industry's challenges, innovations, and opportunities. In this special interview series, John Lynn, Founder and Chief Editor of Healthcare IT Today, sat down with four leaders in self-funding to explore the issues shaping the industry today.

This installment features Caryn Rasnick, CSFS, CEBS as she shares insights into HCAA University, the importance of the Certified Self-Funding Specialist (CSFS) designation, and how the self-funding industry is evolving.

A Legacy in Self-Funding

Caryn’s connection to the industry runs deep—her father, Steve Rasnick, was a pioneer in self-funding and a former president of HCAA.

“I got involved when I was 13,” Caryn shared. “I am officially 56 years old, so I’ve been in the industry for a very long time. I’ve had the unique experience of learning from the ground up, which gives me a passion for watching this industry evolve.”

The industry has changed significantly over the years, particularly in the areas of regulatory oversight and compliance. “The amount of regulatory oversight and compliance requirements we deal with today is a major shift,” Caryn explained. “But beyond that, the way technology has influenced claim processing, auditing, and member engagement has been a game-changer. It’s a much more complex landscape than when I first started.”

HCAA University: Addressing a Critical Industry Need

HCAA University was developed just recently by the HCAA to meet a major educational gap in the industry. “New hires entering the self-funding space often don’t have any idea what a TPA is or how self-insurance works,” Caryn said. “We needed an entry-level program to give them a foundational understanding of the industry.”

The digital rollout of program is extremely accessible to newcomers. “With this intuitive format, the platform is easier than ever for learners to access. It provides a structured introduction to self-funding, so new employees can understand how they fit into the bigger picture of their employer’s healthcare strategy.”

CSFS Certification: Elevating Industry Credibility

The Certified Self-Funding Specialist (CSFS) certification has also played a major role in professional development. “As a CSFS, I have an extra level of credibility when speaking with brokers and clients,” Caryn explained. “Back when we first launched the Emerging Leaders Program, CSFS certification was a requirement. But I didn’t fully appreciate its value until I was in my mid-40s and realized how much it enhanced my confidence and professional standing.”

The CSFS program has been modernized with digital resources and is now reviewed on a biannual basis to stay current with industry changes. “The regulatory environment, funding models, and compliance requirements are constantly shifting. We’ve committed to keeping the CSFS program updated so that professionals stay informed and ahead of the curve,” she said.

Why HCAA Membership and Conferences Matter

HCAA membership and conferences like the Executive Forum provide a crucial platform for education and networking. “HCAA is the educational arm of the self-funding industry,” Caryn said. “It helps professionals stay on top of compliance changes, plan design strategies, and best practices. These conferences are an incredible opportunity to build relationships and learn from others who are dealing with the same challenges.”

The industry has also seen a shift in dynamics, with brokers now approaching TPAs with vendor partnerships rather than the other way around. “That shift makes it even more important for brokers, TPAs, and vendors to collaborate at conferences like this. It’s how we find best-in-class partners and stay competitive.”

AI and the Future of Self-Funding

One of the most exciting trends in self-funding is AI and automation. “As much as we focus on high-level industry trends, the success of a TPA still comes down to getting the basics right—processing claims correctly, answering phones properly, and ensuring a positive member experience,” Caryn said. “That’s where AI can make a huge impact. If we can leverage automation for routine tasks, we free up people to focus on higher-value work that requires critical thinking.”

AI’s role in compliance and auditing is particularly exciting. “If we use AI to automate regulatory compliance and claims audits, we can improve efficiency and accuracy while allowing human talent to focus on strategic decision-making. It’s an exciting time for the industry.”

Final Thoughts

As the conversation wrapped up, Caryn emphasized the importance of ongoing education and industry engagement.

“For those looking to stay ahead in self-funding, HCAA University and CSFS certification offer invaluable tools for professional growth. And with AI and automation poised to reshape the industry, there has never been a more important time to stay informed.”

Stay tuned for the next installment in our Executive Forum’s Leadership Series, featuring another leading voice in self-funding.