Team ATraC

Tim Tracey, Founder - (Tim's bio)

President:  Ed Olsen

ATRAC Team Members

Ed Olsen:  President

(Ed's Bio)

Lee Scheibach:  Consulting, Training & Accounting

(Lee's bio)

Louvenia (Lou) Willis:  Consulting & Training

(Lou's bio)

Janet K. Holstine:  Trainer

(Janet's bio)

Kimberley Forbes:  Marketing Consultant

(Kimberley's bio)

Sheryl Steele:  Consulting, Training & Accounting

(Sheryl's bio)

Mark Loalbo:  Business Development & Research

(Mark's bio)

Mike Scott: Strategic Business Development

(Mike's Bio)

Laura Punt: Trainer

(Laura's Bio)

Tim Tracey

Tim entered the insurance automation industry in 1998 with AMS Services (now Vertafore) from a background in the sales of software and professional services.

He served AMS clients as well as non-automated agencies and agencies using competing software. This is where Tim came to appreciate agents’ challenge in effectively utilizing complex automation to improve the value of their agencies.

From 2006 to 2011 Tim wore many hats at a professional services firm managing client as well as managed internal projects.  

A Hartford area native, Tim received his Bachelors in Marketing at Boston College where he met his wife, Patty. Tim likes to spend time with his kids and grandkids, hitting the bike trails around New England, and occasionally taking the Jeep off road.


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Consulting, Training & Accounting:  Lee Scheibach

Lee has worked in the insurance industry as an agency principal, Commercial Lines Underwriter, International Insurance Specialist and trainer. Her favorite area of agency automation is accounting with a keen interest in forensic accounting.

She is a widely recognized expert in all aspects of the leading management programs by AMS/Vertafore including AMS 360, AMS AfW, AMS Producer Plus and PS4. As an AMS/Vertafore trainer for 15 years, Lee trained hundreds of agencies and was instrumental in the development of current training materials. She delivered presentations at many regional and national users groups.

She is currently licensed as a Property & Casualty Agent and is a Certified Insurance Counselor. She is an active member of the National Alliance of Insurance Education & Research.

Lee earned her Associates Degree in Radiologic Technology and her Bachelor of Science Degree in Business & Computer Information Systems. Living near the shore of Lake Michigan, Lee enjoys boating, photography, and community theater.


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Consultant & Trainer:  Louvenia (Lou) Willis

Starting at Safeco in 1975 as a policy processor, Lou saw the future of agency automation. She become one of Safeco’s first Agency Automation Coordinators, helping develop Safeco’s Atlanta Division automation department.

Working closely with agents to implement every aspect of these systems, Lou helped to implement Safeco's first agency systems, from Safecom Batch to the Agena system. In doing so, Lou became expert on agency automation from point of sale through conversion, installation, live training and ongoing support.

Joining Cisgem Technologies, Lou assisted in system sales for the program that became Sagitta. She demonstrated functionality and capabilities to agents across the US and at major meetings. After AMS acquired the software Lou extended her system knowledge to AfW and AMS360 systems.

Lou vast knowledge of insurance agency system functionality and her strong personal and training skills have made her an in-demand expert, well known for putting users at ease while maximizing their skills and confidence to use their system to perform their jobs well.

Having been married over 40 years, Louvenia loves spending time with her 2 daughters and 4 grandchildren in the Atlanta area. She loves traveling, reading and doing Marriage Seminars together with her husband.


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Trainer Janet K. Holstine, BA, MSL, CIC, LIC, CPIW, AIT, DAE, CPIA

Janet has extensive experience providing education, training and continuing education to the insurance industry through work with designation programs, individuals, agencies, associations, companies and college programs. Her efforts have benefitted many insurance professionals by helping them achieve their training, continuing education, insurance designations and college degrees.

Janet has been in the insurance business for over 30 years. She is a licensed insurance agent and former agency owner. Since 1990, Janet has served numerous terms on the Agent’s Education Council for the Michigan Office of Financial and Insurance Regulation (OFIR), a position appointed by the Insurance Commissioner. She has served on the MI Department of Insurance and Financial Services (DIFS) license test development committee several times, including the most recent revision.

Janet has represented Michigan at a number of national agent test development events. She has been invited to once again serve on the national Insurance Job Analysis Property and Casualty Committee. Janet has been a driving force for the International Association of Insurance Professionals (formerly the National Association of Insurance Women, International) since joining the organization in 1992. Her involvement in IAIP at all levels (local, state, regional and national) has had an impact of many areas of the organization and the industry.

She has held various offices, including local president and State Director. She continues to be involved in the organization serving as local president for a newly merged association and by mentoring others and serving on several committees.

In 2008 Janet was inducted into the Michigan Insurance Hall of Fame. Janet, a leader throughout her professional career, has received many other awards recognizing excellence in teaching, advising, educational development and organizational vision.


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Marketing Consultant:  Kimberley Forbes

Kimberly has been working in the field of customer relations for over 15 years and as an award-winning corporate trainer for two Fortune - 100 companies.  Kimberly brings to ATRAC an unparalleld enthusiasm for customer satisfaction and views every interaction as an opportunity to improve the lives and businesses of our clients. 

As a firm believer in instructor-led training, Kimberly strives to surpass the expectations our clients have of the value that training will bring to their organization.

Kimberly enjoys yoga and a variety of outdoor activities with her four amazing children and author/editor husband, Burgess Speed.

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Business Development & Research:  Mark Loalbo

Mark Loalbo brings his operations expertise and deep background in family run businesses to ATraC. He developed these as a member of a family running a successful retail pharmacy business for decades. But his interests and talents don't stop there.

In chatting with Mark you may soon find yourself discussing his involvement with theater – not only did he earn his degree from BU's College of Communications in Broadcasting and Film, but was the stage manager at New England's largest theatrical venue! In addition he has been the general operations manager at a major audio visual firm.

Mark is also an accomplished designer and wood worker with an impressive AutoCAD certification. (Imagine the things he can make!) These talents served him in roles as a woodworking instructor as well as fabricating – of all things – wine well coolers.

Mark's main contributions to ATraC are in the business development and research areas.

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Consulting, Training & Accounting:  Sheryl Steele

With over 35 years working with agencies, companies and vendors, Sheryl Steele has acquired deep insurance industry expertise. Beginning as an underwriter, Sheryl's career led her to an opportunity with an agency as a Commercial Lines CSR. Through her interest in technology and her mastery of the agencies' automation system, she became the technical lead for her agency's TAM program.

Sheryl leveraged her love for technology through becoming a trainer for Applied Systems. With Applied, Sheryl helped hundreds of agencies to successfully implement The Agency Manager in their operations.

Becoming an independent consultant in 2005, Sheryl has been working directly with agency clients to achieve maximum system ROI as well to use their AMS and Applied systems to perform their accounting.

Sheryl is an expert at assessing and fulfilling the training requirements necessary for ATraC clients to optimize the value from their systems. She also performs AccounTraC outsourced accounting and TraCtion Reports.

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Finance & Operations:  Ed Olsen

Ed Olsen has played key roles with major firms through the evolution of insurance agency automation.  Ed began a 20 year career at Aetna Information Services working with their SAFARI system. He went on to manage Customer Service for the GEMINI system and in 1987 was named President of Aetna Information Services. As President, Ed represented Aetna on the ACORD Standards committee and served on the ACORD Board of Directors.

While serving as President, Ed developed and introduced the second generation agency management system for Aetna Information Services which later became the AMS Sagitta system. Ed left Aetna in 1992 as part of a joint venture which resulted in the formation of CISGEM Technologies as Vice President of Sales. His responsibilities at CISGEM included the management of installation, training, and customer support for Sagitta, GEMINI, and Argo.

Following CISGEM's 1995 acquisition by AMS Services, Ed became Vice President of Service for all AMS Management System products, supporting 8,000 agencies. His responsibilities expanded as Vice President of Customer Service, Training, Education and Documentation for all AMS products and their 12,000 agency customers.

Between 1999 and his 2003 departure from AMS, Ed headed up Customer Service and Product Distribution for AMS Rating, ran sales for the Systems Division, was General Manager of AMS Rating and handled divisional project management and strategic acquisitions.

Ed has been involved with several start-up and consulting engagements, both in and outside of the industry.  He manages ATraC Services' finance and operations.

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Strategic Business Development:  Mike Scott

Mike Scott guides the formation of initiatives with carriers, associations and agency cluster groups through his role in ATraC Services’ Strategic Business Development.  In baseball terms, his career has ‘hit for the cycle’ with leadership and continued success in the carrier, agent and automation vendor arenas.

His involvement in the insurance industry includes being one of the original 6 AMS Regional Sales Managers, where Mike guided agents in their initial selection of automation products.

Honing his industry perspective on the company side, Mike was Regional VP of Personal Lines for Great American Insurance 5 years  and was responsible for profit and growth in a territory ranging from Maryland through Texas.  Applying this carrier experience, Mike managed the development of a successful Workers Compensation captive company as well as the planning and launch of a credit life insurance company.

As VP and Agency Manager, Mike led operations at three separate agencies.  Tapping his management skills and industry expertise, Mike was tasked to form a bank-owned agency, where he served as President.

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Trainer:  Laura Punt

Laura Punt has been working with agency automation since 1983. As a Personal and Commercial Lines Field Trainer and sales representative with Savage Rating she worked with hundreds of agencies on the east & west coast.  After Savage Rating’s acquisition by AMS, Laura led classroom and on-site training for AMS Rating as well as AMS for Windows (AFW) agencies. 

As a ProTraC Account Implementation Manager, Laura assists agencies go “live” and upgrade with ProTraC. She also provides accounting services to our AccounTraC customers as well as accounting and workflow consulting. She is no longer the sole Yankees fan in the office.

Laura lives in West Hartford, CT with her husband Doug and their three children – Zach (21), Johnny (14) and Sarah (8).

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