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There is a paradigm shift occurring in the small and mid-sized employer market that affects the way many prospects choose their benefits broker, and it may impact how agencies think about their business growth strategies in 2019.

Increasingly, to be given the opportunity to solve an organization’s benefits challenges, brokers also have to provide advice and solutions for the rest of the prospect’s HR concerns.

The rise of Zenefits showed that there is a sizable segment of the market that buys this way, and that segment will only continue to grow as tech-savvy millennials rise into decision-making positions within their organizations.

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