I have a front-row seat to the evolution of benefits communications happening in the broker space. Here are five thoughts on how to become even more valuable to your clients next year, based on some of the communication trends I saw firsthand in 2018.

1. Bump HSA education up your priority list

Here are two not-so-fun facts:

  1. 65 percent of employees still don't understand how HSAs work
  2. In 2017, 40 percent of HSA-eligible employees never opened their account

When understanding and usage are this low, employees miss out on significant tax savings, and your clients miss out on potential payroll tax savings, typically to the tune of nearly 20 percent.

If you provide these clients with a benefits communication tool that helps drive HSA enrollment and contributions, you can help put that lost money back into their pockets and remind them how incredibly smart and helpful you are.

2. Don't hesitate to offer your sub-100 groups benefits communication software

Once upon a time, only deep-pocketed enterprise companies could afford digital benefits communication tools. But in the past few years, vendors have begun offering products priced for companies with fewer than 100 EEs, and tailored them to those companies' needs.

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