Cobi Blumenfeld-Gantz didn't start Chapter because he spotted a market opportunity in Medicare advisory services. He started it because his grandfather spent weeks tangled in enrollment paperwork, his mother spent three full weeks on the phone trying to help, and his own parents — after hours of research — still got steered into the wrong plan by a broker whose incentives pointed anywhere but toward them. The gap was personal before it was a business. And the company he built reflects that: advisors paid the same regardless of which plan you choose, access to every Medicare option in the country, and a model designed from the ground up to align with the consumer rather than extract from them. This is what it looks like when a founder sees a broken system, feels it personally, and builds the fix into the structure of the business itself — not just the marketing.