“I would focus on really evaluating the things that are most important on them because I’ve seen a lot come to market that sound good on the surface but oftentimes are bringing unnecessary costs,” Rockwell said.

Education and marketing is key

When it comes to making sure employees are insured for all the right products, Eric Silverman, founder and owner of Voluntary Disruption, his number one goal is to get them on the platform.

“If I message folks and talk about disability insurance, the number one overlooked thing in America, nobody cares,” Silverman said. “But if I message them and say ‘hey, check out our new pet insurance,’ we see the click through rates.”

Silverman added that the key for him is to get them on the platform so employees can be educated on the importance of disability insurance, cancer insurance, etc. If clients are counseled properly on the right benefits, “you’re doing what’s best for them.”

Leveraging AI

There are two ways the group is implementing AI and seeing how it can change the industry for the better. Silverman shared they are using ChatGPT to make their marketing messages simpler as well as expedite some of the tedious workflows like proposals.

Josh Terrell, president of 3E Partners, sees AI as a tool to better understand the enrollment process.

“When trained well, AI will help employees make a more informed decision based on their individual needs,” Terrell said. “It will make agencies, brokers and consultants more informed subject matter experts.”