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Human resources concept Employers risk losing their talent to competitors if they fail to provide—and effectively communicate—benefits options that make employees feel protected both medically and financially. (Image: Shutterstock)

The role of the insurance broker is continually evolving in response to rising health care costs and consumer needs and expectations. Employers increasingly lean on brokers to not only fulfill transactions, but also serve as strategic consultants, counseling them on ways to attract and retain employees with best-in-class benefits. In fact, around 60% of mid and large-size employers believe they will be more reliant on their brokers and related advisors in the next five years as the benefits landscape becomes more complex.

The need for strategic health benefits counselors has never been greater, as COVID-19 continues to cause fundamental shifts in what coverage is needed, where care is obtained, and how benefits information is communicated. As the demand for new solutions increases, new products enter the market, and employees struggle to fill gaps in their health and financial safety nets, brokers have a critical role to play in helping employers make sense of the ever-changing benefits landscape and consumers to understand their options for coverage and care.

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