Over 100 combined years in Medicare sales, insurance operations, SaaS engineering, and enterprise data — focused on one product, one industry, one outcome.
Founder
CEO & Founder
Smart Agent exists because Bob spent 27+ years inside the insurance industry watching agents fight spreadsheets, sticky notes, and broken paperwork. As founder and CEO of Financial Marketing Solutions — an insurance wholesaler (FMO) specializing in Health, Medicare, and Retirement Planning — Bob oversees more than 7,000 clients across 12 states through hundreds of independent agents. Smart Agent is the CRM he wished he'd had on day one.
Leadership
President
30+ years in technical architecture and sales. Previously designed data warehouses and analytical platforms for United Health Group, Medtronic, USBank, Best Buy, Mayo, Ameriprise, and Wells Fargo. Published two AI books in the past year.
Chief Operating Officer
10+ years IT and management consulting. Previously consulted for Nike, 3M, and Piper Sandler. BS in Finance and MIS from the University of Minnesota Carlson School.
Sales Manager
25+ years B2B sales, including 15 years SaaS and 7 years insurance tech. Previously at Ebix, Applied Systems, Equifax, TransAmerica, and Wolters Kluwer. #1 Midwest producer for Applied Systems.
Director of Marketing
15 years corporate marketing including 12 years with Kraft Foods in Chicago. Local board service at Fairview Red Wing, Mayo Clinic Red Wing, and Red Wing YMCA. BBA from Michigan, MBA from Stanford GSB.
Controller
CPA · Controller for FMS and River Bluff Technologies since 2012. Previously at KPMG, implementing new audit practices. BS in Accounting from the University of Minnesota Carlson School.
Customer Support Lead
Help us onboard the next 1,000 agents. Salesforce admin experience preferred, Medicare insurance industry background a plus. See open roles →
Origin
2010
River Bluff Technologies began as a 2010 spinoff from FMS Insurance, the FMO that Bob Schmaltz founded and still runs. The mission was — and remains — simple: build the CRM Bob's own agents needed but couldn't find anywhere else on the market.
We're a C-corporation headquartered in Red Wing, Minnesota. We're profitable, independent, and obsessively focused on a single industry. No detours into adjacent markets. No "general-purpose CRM with an insurance template." Just Smart Agent — every day, for every Health and Medicare agent who calls us.
Designed by Agents, for Agents.
How we work
Every feature gets vetted with real agents from our own FMO. If it doesn't work for them, it doesn't ship.
In health and Medicare, the audit is always coming. We design every workflow assuming it will be reviewed line by line.
We don't sell a horizontal CRM with insurance plugins. We build the deepest Medicare-and-Health CRM on the market.
A 2010 spinout, still wholly run by insurance people. No VC pressure, no exit deadline — just the product, year after year.
Demos run 30 minutes with a Smart Agent specialist — not a generic SDR. We come ready with examples for your line of business.