The changes I've seen in over 27 years in benefits and the process to provide those benefits are extraordinary. Once we only could take paper apps. Now we can enroll people on a tablet. Brokers able to adapt to that evolution were and are able to continue to grow their business. Now, our understanding of the process to have a successful enrollment is changing. When I first began it was understood the only way to do an enrollment, especially a voluntary one, was to get conditions. An enrollment firm had to be able to sit face-to- face with every employee for 15 minutes. Today, especially for larger groups, HR directors aren't wanting or willing to provide that access. We have to be flexible and creative.

Think GI

Sometimes carriers are slow to embrace the changing market, too. A lot of brokers have come to me because they have a large group and they know they need to be able to offer products that have a strong underwriting offer. Unfortunately, the carriers they were working with weren't able to provide that. It's imperative that products today are offered with some sort of guaranteed issue. If a broker or a carrier enters into a competitive negotiating process without it they're automatically at a huge disadvantage because someone else is bringing GI to the table.