Your clients will love you for enhancing a formerly frustrating process, and will reward you with loyalty and retention. Photo: Getty Images

Hey brokers, I have a secret insight for you. Most employers hate their annual benefits renewal. Which means there’s a good chance many of your clients dread their renewal every year

I realize that’s a pretty provocative thing to say, and I’m certainly not here to tell you that you suck at your job. But I’ve talked to hundreds of CFOs, CEOs and HR reps, and I hear the same things over and over.

  • “I dread my annual renewal even more than I dread tax season.”

  • “The renewal process is so complex and frustrating. “

  • “I never feel confident in the plan decision I make.” 

With renewal season in full swing, that may not be the news you wanted to hear. However, I’m not writing to point out negatives; I’m writing to share solutions. Many leading brokers have transformed their renewal process to align with clients’ want and needs—and you can too. Here are three ways to make sure your clients are satisfied with their next renewal. 

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