Rebecca Wheeling, CEO and Co-Founder of Schedule It

Rebecca Wheeling, CEO and Co-Founder

Rebecca co-founded Schedule It with her husband, Bob Purcell, in 2013. Working as insurance adjusters, they both saw the need for a solution to help insurance adjusters handle claims more efficiently, insurance carriers to increase customer satisfaction, and policyholders to return to normal more quickly after disasters. As CEO of Schedule It, Rebecca oversees all aspects of the company’s day-to-day activities and strategic direction.

Rebecca is a nationally recognized speaker, providing actionable insights for insurance claims adjusters to eliminate distracting tasks, work more efficiently, enhance customer satisfaction and improve their bottom line. She is the secretary/treasurer for the National Association of Catastrophe Adjusters and was recently recognized as an emerging entrepreneur by the Kentucky Entrepreneur Hall of Fame. Before founding Schedule It, Rebecca worked as an independent catastrophe adjuster, earning a reputation for her attention to detail and fast, professional work. Rebecca has an MBA from Sullivan University, volunteers on the stewardship committee at Revolution Ministries, and lives in Elizabethtown, Kentucky.

Henry Maley, Sr. Vice President of Sales & Marketing at Schedule It

Henry W. Maley, Senior VP of Business Development

Henry oversees the strategic direction of sales and marketing for Schedule It. His responsibilities include developing relationships with insurance carriers, independent adjusting firms and adjusters that create value and improve their processes. Henry is an award-winning sales and marketing executive with more than 35 years of claims industry experience. He has a proven record of increasing sales and profits in a broad range of insurance channels for Fortune 500 and entrepreneurial companies. Henry previously spent 20 years with Ohio Casualty as a claims professional and manager, in addition to working for companies such as Collision Team of America, GAB Robins and Paul Davis National. He has vast expertise and achievement as an award-winning sales and customer service professional, and his unique background also includes business-to-business and retail sales. Henry holds a bachelor’s degree in political science with a minor in communications from Indiana State University. He resides in Prospect, Kentucky.

Michelle Tonietti-Goodman

Michelle Tonietti-Goodman, VP of Marketing and Client Experience

Michelle oversees the strategic direction of operations at Schedule It, ensuring that the company exceeds expectations and provides professional service to clients and partners. Her responsibilities include overseeing the call center, working closely with team leads to develop policies and procedures that create a consistent workflow for clients, enhancing the company’s operational strategies, and improving the entire customer experience.


With 20 years of marketing, sales, process improvement, and customer-relationship experience, Michelle is passionate about delivering excellent customer experiences and maximizing efficiency across Schedule It’s operations. She has a proven track record of building and improving meaningful business relationships and implementing more efficient internal systems for companies such as Bluegrass Cellular and iPay Technologies.


Michelle holds a bachelor’s degree in marketing and management from the University of Kentucky and lives in Glendale, Ky., with her husband, two sons, and daughter.

Brad Rumer

Brad Rumer, VP of Sales and Client Relations