During the Benefits Selling Expo, Benefits Selling announced the launch of the Broker Innovation Lab, a program that showcases brokers that are transforming the way we do business.

This got me thinking about innovation in our business—and how innovation can and should relate to a competitive advantage. Here is a list of the kind of topics our business might follow to innovate.

Increasing simplicity, ease and convenience is often the best form of innovation. Our business revolves around making the world of benefits—everything from billing, eligibility and enrollment process—simple and easy for our customers.