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

This got me thinking about innovation in our business—and howinnovation can and should relate to a competitive advantage. Hereis a list of the kind of topics our business might follow toinnovate.

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

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