Does full automation spell the end of your career as an employee benefits broker? The answer is no.

While there's a lot of talk lately about companies offering “free” online platforms that fully automate almost all HR services—including employee benefits—it's not likely self-service is set to leave brokers in the dust. That's because there's a balance to strike between the efficiency of automation and the advantages a broker relationship brings to the client.

The automation equation

Of course technology plays a major role. Online platforms to enroll and administer employee benefits are an integral part of supporting employers. But it's the brokers, advisors, carriers and HR teams — the people who complement the technology—that provide the level of strategy, guidance, service and support the employer needs. It's essential that experienced employee benefit professionals be part of the equation.

I believe help desks have their place for transactional and procedural conversations. But a call center is probably not the best place to develop a relationship and offer benefit design advice to small business owners.

That's where a broker's expertise comes in. As a broker, you understand a client's employee population and its complexities … you've created a relationship with that client. It's why employers and their HR teams rely on your experience to help them offer tailored solutions to meet their employees' needs.