With the landscape of the benefits world constantly shifting, brokers need a competitive advantage to secure a solid financial future. There are many new challenges faced by brokers, which can be addressed by employing innovative strategies that will enable them to remain competitive, differentiate themselves, and thrive.
The first step in overcoming barriers is identifying the most pressing challenges facing brokers today. Traditional brokers experience increased competition on multiple fronts. The implementation of the Affordable Care Act has presented challenges and new companies such as Zenefits, who are redefining what it means to broker benefits, are also a threat.
Brokers face time constraints. It is difficult to balance enrollment support for existing clients with attracting additional clients. However, in order to become broker of record, clients expect a high level of support. In fact, according to a 2014 Broker Services Survey, the top factor leading an employer to switch brokers is failure to "provide prompt and effective service or answer questions in a timely fashion." Ninety-five percent of employers expect brokers to provide communication to help employees make benefit decisions and understand the benefits provided, yet 40 percent of employers are unsatisfied with their broker when it comes to meeting this expectation.
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