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.

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