The benefits world isn't getting any simpler. Amid a struggling economy and what appears to be an unrelenting upward trend in both federal and state oversight, the modern benefits broker has to be a chameleon who can morph from insurance expert to risk analyst to financial advisor to lawyer to social worker to tax consultant to human resources expert…to name a few.

And as if that weren't enough, brokers are also expected to complement their traditional service offerings with “value-adds” in order to remain competitive. Fortunately, with the added complexity comes a greater need for expert guidance and supplementary services that clients may not have required in the past. COBRA administration, now more than ever, is one example of a service with which brokers can bring greater value to the table and fulfill a growing client need.

Thanks to President Obama's 2009 economic stimulus package, which introduced the so-called “COBRA subsidy,” brokers and benefits professionals now have an even stronger case to recommend a professional to help their clients sort through the ins and outs of COBRA administration. A background in the political process that created the subsidy, and an understanding of its implications, will help you provide your clients with some sense of context when it comes to COBRA. This, in turn, will allow you to help your clients make the best decision for their business while effectively positioning yourself as a trusted advisor.