The concept of a "traditional workforce" is slowly eroding, and it is taking the traditional role of a broker with it. With the rise of a more complex workforce, clients are turning to brokers for support beyond their health plan needs. The roles of a broker and consultant now include everything from plan designer and HR consultant to communication and business strategist. 

Remaining competitive and increasing revenue is more challenging than ever for brokers and consultants, but expanding individual coverage offerings is one area of opportunity to meet demanding needs. Those who can expand offerings beyond group coverage will be able to evolve and grow with today's dynamic workforce. Single-solution platforms are at the heart of this strategy, as they allow brokerage firms to meet the changes in today's workforce and expand the client connection beyond that of the employer/employee relationship. 

All of life's moments

Today's multigenerational workforce is made up of a rising number of non-traditional employees like gig-workers, part-time workers, and contractors. And employers understand the importance of finding ways to retain non-traditional employees, which means brokers need to consider alternative strategies to meet client needs while still creating revenue. In 2019, the gig economy represented 36% of the U.S. workforce, and the expectation is that the number will continue to increase. The gig economy is unique, in that it allows individuals more flexibility while also providing consumers with much needed services — a win-win. 

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