ICUBA Appoints Chu H. Soh as President and Chief Executive Officer
The Independent Colleges and Universities Benefits Association (ICUBA) board of directors announced the appointment of Chu H. Soh as president and chief executive officer, effective Oct. 15. Soh brings more than two decades of leadership experience across healthcare benefits, self-funded health plans, and mission-driven organizations. He steps into this role as independent colleges, universities, and private K-12 schools in Florida face rising healthcare costs and pressure on their operating budgets.
ICUBA operates as a multiple employer welfare arrangement, helping members pool purchasing power to reduce insurance costs, administrative fees, broker commissions, and consulting fees. Soh will lead efforts to deliver value to current members, develop benefits strategies, and build partnerships. He will also focus on expanding ICUBA’s membership by introducing its collaborative benefits model to eligible educational institutions across the state.
"We have a tremendous opportunity ahead of us to build upon the strength of our member community while positioning the organization for meaningful growth," said Jennifer Boyd-Pugh, chair of the ICUBA board of directors. "Chu brings the combination of healthcare expertise, strategic vision, financial discipline and demonstrated ability to grow complex organizations that is essential for ICUBA’s next chapter."
Previous Leadership Experience
Soh most recently served as president of the Tim Tebow Foundation. Prior to that, he was chief operating officer and chief insurance officer of GuideStone Financial Resources, an enterprise serving more than 13,000 employer organizations nationwide with over $20 billion in assets under management. During his tenure at GuideStone, he managed a multiemployer benefits structure, healthcare network partnerships, product development, risk management, and financial stewardship. As chief insurance officer, he led a health and ancillary benefits program covering more than 90,000 lives across approximately 5,000 employer organizations.
Before his time at GuideStone, Soh spent seven years as chief operations officer of Christian Care Ministry/Medi-Share, where he helped scale the organization from approximately 20,000 to 155,000 member households. He began his career with 21 years in the U.S. Air Force, retiring as a lieutenant colonel following progressive leadership roles in medical operations and healthcare. He holds degrees from Baylor University, the University of Florida, and the U.S. Air Force Academy.
"His experience building products, expanding participation and leading complex organizations through transformation strongly aligned with the qualities our search committee identified as critical for ICUBA’s future," said Cara Wald, vice chair of the ICUBA board of directors and chair of the presidential search committee.
The appointment follows a national search led by the ICUBA presidential search committee in partnership with CarterBaldwin Executive Search.