For most of us in financial services, it is a rare day that passes without hearing the term "financial wellness." Now, in addition to life insurance and retirement plan providers, carriers that have traditionally focused on medical coverage, along with several large retail banks, are vying for a share of this new market. This both raises the level of "noise" in the market and creates confusion among many employers who still struggle to understand how a financially well workforce can affect their bottom line.

Through Prudential's 2018 survey of intermediaries, the company learned that the top challenges brokers face in selling financial wellness programs are: cost (21 percent), limited employer buy-in (24 percent), and concerns about return on investment (ROI) or measuring impact (17 percent).

So, how do brokers get on board with financial wellness? How can they distinguish between the multitude of offerings and successfully communicate the value of workplace financial wellness programs to clients?