Benecaid Names Jonathan Graff Co-President

    Joins Leadership Team of One of Canada's Fast-Growing Companies

    TORONTO, Sept. 8 /CNW/ - Benecaid has named Jonathan Graff to
Co-President, a new role in which he will share senior executive
responsibilities with Marla Schwartz, who has been Benecaid's President since
    Benecaid is a health benefits administrator that provides cost-effective,
customized plan management for small and medium-sized employers and the
self-employed. Its innovative approach has resulted in revenue growth of
nearly 5,000 per cent over the last five years. Benecaid was ranked in the top
10 of Profit 100's Fastest Growing Canadian Companies in 2009.
    "The company has been growing exponentially as the marketplace discovers
the advantages of our products for benefits administration," said Benecaid's
Chairman, Jim McKelvie. "Marla has established excellent business strategies
and operations. Jonathan's experience scaling organizations through major
growth phases complement Marla well. Marla and Jonathan make a great team."
    Prior to joining Benecaid, Graff was Vice-Chairman of Kaboose Inc. (TSX
Symbol: KAB), a company which he helped build into the largest independent,
family-focused, online media company in North America and the leading
parenting club in the United Kingdom before it was acquired by Disney and
Barclay's Private Equity in June, 2009. Prior to holding the Vice-Chair role,
Graff was President of Kaboose and led the management team that grew the
company from 5 to 550 employees.
    Graff sits on the boards of directors of KAB Distribution Inc. (TSX
Symbol: KAB-T) and Cover FX Skin Care Corp., and sits on the Market Advisory
Panel for Web Businesses at the MaRS Centre. He has been a member of the
Toronto chapter of the Young Presidents' Organization (YPO) since 2006. He
holds a MBA degree from the Richard Ivey School of Business at the University
of Western Ontario.
    "I am excited to be joining Marla Schwartz and the impressive team of
individuals at Benecaid who have done a tremendous job building a solid
foundation for growth," said Graff. "The opportunity for Benecaid is
significant and our growing role in the health benefits industry in Canada has
opened the doors to a substantial market opportunity for our company."

    About Benecaid

    Benecaid is a Toronto-based health benefits company focused on the
delivery and administration of leading-edge employee benefit solutions. Its
innovative approach delivers best-in-class benefit programs while managing the
bottom line, and is designed to put the control of health benefit costs back
into the hands of the employer.
    With over 4,500 clients and more than 45,000 individuals under
administration, Benecaid is one of the fastest growing providers of employee
health benefits in Canada.

For further information:

For further information: Jessica Davidson, Environics Communications,
(416) 969-2735,

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