The word “disrupt,” according to dictionary.com, is a verb used to express “disorder or turmoil,” while “disruption” is a noun that, in business, means to bring “radical change in an industry [or] business strategy.” Let’s continue disrupting the enhanced benefits space, or as many of you still refer to it, voluntary benefits.

Over the last two months, I’ve continued to discuss how the most influential disrupter to the enhanced benefits industry must be the willingness of the broker community at large to adjust, adapt, and embrace our ever-changing market. How brokers must position themselves as either innovators who drive the change or adopters who follows those innovators and help to steer the change. The bottom line remains firm: Whether you choose to outsource your enhanced benefits strategy to one specific carrier, bring it all in-house, or partner with a carrier agnostic firm, you must be proactive and intentional with whatever approach you choose.

Also read: Voluntary disruption, Part 2: Products