As the employee benefits market grows even more commoditized, brokers are constantly looking for ways to differentiate. One of the best way a broker can stand out from the crowd and build long-lasting client relationships is to become an advisor or partner in the employer’s business.

An important aspect to becoming that trusted advisor is helping clients create a big-picture employee benefits strategy that will attract and retain top talent. I know that many, if not most brokers suggest ancillary coverages to clients. The problem, as we know, is that many employers ignore that advice. In this article, I’ll lay out some undeniable statistics about the ancillary benefits market that you should be sharing with your clients, as well as lay out a strategy for more effectively selling ancillary.

The “ancillary disconnect”: employers are falling short