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When it comes to go-to-market strategies, HR tech vendors are in the midst of a move toward the middle. Most comprehensive systems initially either marketed toward small employers or toward benefits brokers; but across the spectrum, tech firms have realized their tools need to serve both sets of users well.

Vendors who initially marketed more toward employers are increasingly embracing brokers, and platforms that initially worked with brokers are embracing a broader spectrum of HR offerings to serve employer users better.

Ultimately, this shift will produce better outcomes for all users of the software. Because benefits is so intertwined with the rest of HR, a system that serves the needs of everyone is optimal.

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