As the employee benefits market grows even morecommoditized, brokers are constantly looking for ways todifferentiate. One of the best way a broker can stand out from the crowd and buildlong-lasting client relationships is to become an advisor orpartner in the employer’s business.
An important aspect to becoming that trusted advisor is helpingclients create a big-picture employee benefits strategy that willattract and retain top talent. I know that many, if not mostbrokers suggest ancillary coverages to clients. The problem, as weknow, is that many employers ignore that advice. In this article,I’ll lay out some undeniable statistics about the ancillarybenefits market that you should be sharing with your clients, aswell as lay out a strategy for more effectively sellingancillary.
The “ancillary disconnect”: employers are fallingshort
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