Everyone's looking for ways to get the attention of brokers andemployers by promoting their sizzle.

In the group employee benefits arena, one way to get attentionis to offer flashy, innovative technology that promises to makedoing business easier.

After all, there are plenty of employee benefits carriers andthird-party administrators offering plenty of solutions—but whosetechnology has more sizzle? Or, maybe a better question—does thesizzle really matter the most? It's no secret that technology is ahuge selling point. But there are times when it can be cool but notvery useful, or vice versa. Be careful not to get caught up in thelook and feel. It's important to find the balance.

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