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About Lost TreeBoth sides of the regulatory table.
Lost Tree Consulting is the advisory practice of Heather Widler: former state insurance regulator, former CEO, and an operator for 25 years.
Heather Widler
Heather founded Lost Tree Consulting after 25 years leading in insurance, technology, government and nonprofits. She has sat on both sides of the regulatory table.
As CEO of Entratus AI and Insurance Care Direct from 2022 to 2026, she held P&L responsibility for a national insurance distribution and technology group. She led several hundred employees and a network of 500+ agencies and agents, and expanded into seven new states. She built a compliance program that cut consumer complaints 80%, and took Entratus AI from concept to revenue and through FedRAMP Class C (Moderate) certification. When she spotted an industry-wide ACA fraud pattern, she co-presented it to the NAIC and wrote the data call commissioners used to investigate it.
Before that, she was Public Information Officer and advisor to the Superintendent at New Mexico’s Office of Superintendent of Insurance. She served as the agency’s public voice through wildfire and flood response and rate hearings, and worked on its policy team each legislative session. She began her career running State Farm agency operations, later coordinated about a third of all India-to-U.S. adoptions over two years, and rebuilt a national scholarship program.
A Nielsen Norman Group-certified UX practitioner, she designs the tools and brands she builds around the people who use them. She is a U.S. patent co-inventor, serves on the board of Prolific Prep, Inc., and is based in Melbourne, Florida.
Track record
Agency operator, regulator, CEO.
| Organization | Years | Highlights |
|---|---|---|
| Entratus AI Strategic Advisor & Founding Shareholder | 2026–present | Led design of the HR and Benefits Concierge for employers; presented Entratus AI’s potential solutions to Texas DOI, DIR and Sunset Advisory Commission staff |
| Entratus AI & Insurance Care Direct Chief Executive Officer | 2022–2026 | P&L responsibility; complaints cut 80%; seven new states; FedRAMP Class C; acquisition integrated |
| Entratus AI & Insurance Care Direct Director of Operations to COO | 2019–2022 | Built operations, the first HR department, benefits and 401(k) |
| NM Office of Superintendent of Insurance Public Information Officer & Advisor to the Superintendent | 2015–2019 | Agency spokesperson; legislative policy team; CMS grants; beWellnm plan comparison tool |
| Beauty Changes Lives Foundation Managing Director | 2014–2015 | Rebuilt a national scholarship program; raised $1M+; applicants up 35% |
| Journeys of the Heart Adoption Services India Program Coordinator | 2010–2012 | 167 India-to-U.S. placements, about a third of the national total |
| State Farm Insurance Licensed Agent & Emergency Agency Response Manager | 2001–2010 | Multi-line agency operations; trust accounts with $1M+ monthly flows |
Also: Board Director, Prolific Prep, Inc. (2025–present) · Co-inventor, U.S. Patent No. 12,254,279 · Licensed insurance agent, 2001–2015 · Nielsen Norman Group UX Certification.
How we work
Plain language
No jargon, no 80-slide decks. Written recommendations you can act on Monday.
Senior-led, start to finish
Heather leads every engagement herself. No hand-off to junior staff.
Respect for your budget
Fixed fees up front, and an honest “not yet” when that’s the right answer.
Not sure where to start?
Book a free 20-minute call. You'll get a candid read on whether, and how, we can help.