Insurers face an imminent threatfrom Amazon, but other nontraditional competitors are rushing toshake up the health care industry, as well.

Make no mistake; outside disruptors like Apple, Google andAmazon will have a serious impact on benefit advisors in the nearfuture. Currently, most advisors' revenue models depend on only afew major health insurance carriers for the majority of theircommissions. But what happens if these technology giants quicklyput some of these carriers out of business? A look at recentbusiness history shows us that this scenario is more likely thanyou might think.

In 2018, Amazon, Berkshire Hathaway and JPMorgan Chase formedHaven Healthcare, a Boston-based nonprofit withthe short-term goal to provide health care/health insurance to thecombined 1.2 million employees of the joint-venture's parentcompanies. But the larger, longer-term goal was to eventually offerother small and mid-sized independent companies health insurance,as well, essentially creating alternatives to traditional healthinsurance carriers.