Foto: Torsten Silz/dapd

There’s been a good deal of talk lately about brokers’ concern over their future because of the Patient Protection and Affordable Care Act and how that may cause them to leave the industry. But the fact is there’s just a different type of opportunity now. Brokers today must be more than expert sales professionals — they need to be consultants. 

The new broker role focuses more on helping employers with their HR objectives than it does on simply presenting a variety of products for the employee benefits plan. It involves assisting employers in understanding PPACA and its impact on their employee benefits plans. It means providing guidance on a number of benefits trends. And it includes educating employers on the status of their employees’ financial well-being, its effect on the company, and the various ways, including through voluntary benefits, that employers can help employees improve their financial wellness.

Complete your profile to continue reading and get FREE access to, part of your ALM digital membership.

Your access to unlimited content isn’t changing.
Once you are an ALM digital member, you’ll receive:

  • Critical information including cutting edge post-reform success strategies, access to educational webcasts and videos, resources from industry leaders, and informative Newsletters.
  • Exclusive discounts on ALM, BenefitsPRO magazine and events.
  • Access to other award-winning ALM websites including and

Already have an account?


© 2023 ALM Global, LLC, All Rights Reserved. Request academic re-use from All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.

BenefitsPRO Broker Expo 2024Event

The premier educational and networking event for employee benefits brokers and agents.

Get More Information


Join BenefitsPRO

Don’t miss crucial news and insights you need to navigate the shifting employee benefits industry. Join now!

  • Unlimited access to - your roadmap to thriving in a disrupted environment
  • Access to other award-winning ALM websites including and
  • Exclusive discounts on and ALM events.

Already have an account? Sign In Now
Join BenefitsPRO

Copyright © 2023 ALM Global, LLC. All Rights Reserved.