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The company got its start as a benefits agency almost by happenstance, shifting from insurance sales to human resources assistance when a family friend asked for help navigating the worid of employee health plans.
The transition turned out to be seamless. From 2003 until 2011, Optima Benefits steadily grew within the field, especially after landing the CA Global Partners account in 2008. That's when the company founder, the late Frank DiCesare, brought his son, Brandon, aboard to help run the growing business.
Then in 2011 the firm decided to branch out into payroll services. At first glance, this would be a little like launching a new make of automobile in Detroit Or opening a country music bar on the Honky Tonk Highway in downtown Nashville.
How's the new guy going to compete against the established giants? After all, Rochester was already home to a Fortune 500 payroll services leader, Paychex Inc, as well as USA Payroll, another homegrown company that made its own significant dent in the marketplace.
Still, to the DiCesare...