ICUBA Names Chu H. Soh as New President and CEO

ORLANDO, Fla., October 1, 2026 /CourierPR/ -- Independent Colleges and Universities Benefits Association (ICUBA) has appointed Chu H. Soh as its new president and chief executive officer, effective October 15. Soh brings extensive experience in healthcare benefits and mission-driven leadership to the role, stepping into it at a critical time for Florida's independent colleges, universities, and private K-12 schools, which are facing rising healthcare costs and growing pressure on their operating budgets.

Soh, a seasoned healthcare benefits executive, most recently served as the president of the Tim Tebow Foundation. Prior to that, he was the chief operating officer and chief insurance officer of GuideStone Financial Resources, an enterprise serving over 13,000 employer organizations nationwide with more than $20 billion in assets under management. At GuideStone, Soh was responsible for a tax-exempt, self-funded, multiemployer benefits structure, healthcare network, and third-party administrator partnerships. He led a health and ancillary benefits program covering more than 90,000 lives across approximately 5,000 employer organizations, carrying an annual premium of $500 million. Soh also developed a new go-to-market strategy, established a formal broker distribution channel, and launched 23 new products in a single year.

Earlier in his career, Soh spent seven years as the chief operations officer of Christian Care Ministry/Medi-Share, where he helped scale the organization from approximately 20,000 to 155,000 member households while modernizing operations and member enrollment. He began his career with 21 years of service in the U.S. Air Force, retiring as a lieutenant colonel after progressively responsible medical operations and healthcare leadership roles. Soh holds degrees from Baylor University, the University of Florida, and the U.S. Air Force Academy and resides in Jacksonville, Florida.

In this new role, Soh will lead ICUBA's efforts to deliver more value to current members, develop new benefits strategies, and build strategic partnerships. He will also expand ICUBA's membership by introducing its collaborative benefits model to more of Florida's eligible independent colleges, universities, and private K-12 schools.