About Us

The Bayside Planning Group, LLC, a veteran owned business, provides innovative, cost efficient plan design for employee benefits, as well as administration and compliance services for small, medium and large size employers.  We are located in Fredericksburg, Virginia and service clients across the Northeast & Mid-Atlantic.

Our Values
What is important to us

Educate – We strive to inform, not sell our clients.  We believe by providing clear and concise information on employee benefit options and costs, our clients can make wise, informed, data-driven decision.

Serve & Advocate – We strive to be and provide a central point of contact for all of our clients’ benefit issues, concerns or problems.  It’s what we do and who we are, let us handle the carriers.

Our GOAL is make our clients’ jobs EASIER.  With our extensive experience and stellar reputation in the industry, we handle all things employee benefits while our clients focus on what matters most to them – taking care of their customers and growing their business.
Our History


Company Founded

Art Verburg founded The Bayside Company, LLC with just five clients.


New Account Manager

Michelle Halpin joined the company as Account Manager.


Name Change

The company changed it’s name to The Bayside Planning Group, LLC to better reflect our expanding expertise and services.


Client Base Grows

Today, the company serves over 150 clients in 9 states, ranging in size from 1 participant to over 400 employees.


New Leadership

On July 1, 2019, Michelle Halpin has taken over leadership of the organization as Agency Principal.

Our Leadership

Michelle L. Halpin, CEBS

Principal / Account Management

Licensed since 2006

Bachelors Degree – Radford University

Group Benefits Associate – International Foundation of Employee Benefit Plans
Certified Employee Benefit Specialists – Wharton School of Business

Arthur H. Verburg, ChFC, REBC

Principal /CEO

Licensed since 1974

Bachelors Degree – VA Tech
Master’s Degree – University of Richmond

Chartered Financial Consultant – The American College
Registered Employee Benefit Consultant – The American College