Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Rick Lindquist, Founder of LegUp Health, located in Draper, UT, USA.

What's your business, and who are your customers?

LegUp Health is a year-round concierge service that helps Utahns find, use, and manage their own health insurance plans. Business owners and their workers use us to get more out of their coverage in just minutes per month.

Tell us about yourself

I'm the founder of LegUp Health and the Head of Business Operations at Windfall. Previously, I was the CEO of PeopleKeep. I also co-host a podcast called Startup to Last. I was born and raised in North Carolina. I attended Duke University, where I studied Economics and Computer Science. Today, I live in Utah with my wife (Sable) and son (Oliver). I founded LegUp Health in 2020. For over a decade at my previous company PeopleKeep, I witnessed firsthand the challenges American workers and their families faced when their profession required them to purchase their own health insurance. I started LegUp Health to build a new type of health insurance concierge focused on customer service (not sales), enabled by software (not paper) and employing unbiased coaches (not commissioned brokers).

I write and take notes on what I learn about life and business at my personal website - I believe in continuous learning. I consume many books, podcasts, talks, and articles every year.

What's your biggest accomplishment as a business owner?

Seeing the impact our service has on our team members and customers.

What's one of the hardest things that come with being a business owner?

Balancing long-term patience with short-term urgency. Patience is about taking a long-term view. It's not an excuse for avoiding action or shirking responsibilities. It's possible to have patience with a bias toward action in the short term.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Pick an area where you have a unique insight and focus on solving a problem you care about. You may read some details on this link -
  2. Start small with a minimally viable solution. You may read some details on this link -
  3. Continuously improve your offering based on feedback. Small changes make a huge difference over a long period of time. You may read some details on this link -

Is there anything else you'd like to share?

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Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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