Brokers and employers have an opportunity to help people feel more informed and better about how they’re spending their money. Photo: Getty Images

Health insurance is becoming increasingly confusing and difficult for the average American worker to navigate. The new complexity makes brokers’ jobs more important than ever, especially during enrollment.

Before the Affordable Care Act (ACA), brokers primarily supported the benefits enrollment process for employees by coordinating plan documents and occasionally making presentations at group meetings. Such strategic benefits communications is what helps employees make informed and confident decisions during enrollment. Although most or all of the ACA may disappear in the next few years, it has still changed the enrollment conversation by accelerating the shift by employers — which are now legally required to provide insurance for their workforces — to higher-deductible medical plans. 

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