As brokers shift alliances fromcarriers to clients, the relationship changes. (Photo: ThomasPhillips/ALM)

Though we still collectively refer to our BenefitsPRO readers as“brokers,” we recognize that they've become so much more in recentyears. But listing “broker/consultant/advsior/educator/changeagent” just doesn't work for practical purposes. At a panel hostedby Megan Chiarello of Grassetto Creative at the BenefitsPRO Broker Expo, “brokers” shared theirperspectives on a changing industry and how brokers' businessmodels and roles are changing in response.

Here's a look at a few of the “hats” today's broker wears:

Advisor

As brokers shift alliances from carriers to clients, therelationship changes from transactional to more consultive. “One ofbiggest challenges is putting ourselves on the same side of thetable,” said Braden Manaco of Blue Horizon Benefits. “We want to bemore than just their broker. Saturday morning, a client called andwe were having a long conversation… he was asking a lot of hardhitting questions about a new HR manager. He used the term 'trustedadvisor' which is something I don't take lightly.”

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Emily Payne

Emily Payne is director, content analytics for ALM's Business & Finance Markets and former managing editor for BenefitsPRO. A Wisconsin native, she has spent the past decade writing and editing for various athletic and fitness publications. She holds an English degree and Business certificate from the University of Wisconsin.

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