Insurers face an imminent threat from Amazon, but other nontraditional competitors are rushing to shake up the health care industry, as well.

Make no mistake; outside disruptors like Apple, Google and Amazon will have a serious impact on benefit advisors in the near future. Currently, most advisors' revenue models depend on only a few major health insurance carriers for the majority of their commissions. But what happens if these technology giants quickly put some of these carriers out of business? A look at recent business history shows us that this scenario is more likely than you might think.

In 2018, Amazon, Berkshire Hathaway and JPMorgan Chase formed Haven Healthcare, a Boston-based nonprofit with the short-term goal to provide health care/health insurance to the combined 1.2 million employees of the joint-venture's parent companies. But the larger, longer-term goal was to eventually offer other small and mid-sized independent companies health insurance, as well, essentially creating alternatives to traditional health insurance carriers.