There are plenty of employee benefit providers in the industry, and that means your shelves are stocked with products and services from a wide range of companies. How do you determine which provider to recommend to clients? What makes one company stand out compared to another?

Much of it comes back to commitment, and how it's defined. But, realistically, how do you as an advisor really know when an employee benefit provider is committed to you and your clients? After all, a lot rides on maintaining a solid broker-client relationship, and providing reliable recommendations is a vital component.

There are some key factors that can tip you off that an insurance provider's commitment is real—that what the company offers will meet and exceed your expectations now and into the future. I believe these factors define commitment—not just in our industry, but across the business landscape.