Actionable insights for benefits brokers

As employer priorities shift, new opportunities present themselves — especially for brokers that adapt and realign their strategies to changing demands. The following action steps can help strengthen a broker’s role as a valuable advisor:

Address the financial wellness opportunity gap. Given the disconnect between employer concerns about financial wellness and the benefits they actively offer, brokers have an opportunity to bridge the gap. By promoting non-traditional benefits like personalized financial coaching or digital financial wellness platforms, brokers can help clients create more well-rounded, competitive programs that genuinely help employees.
Contextualize cost. With rising health care costs still a large concern, benefits programs risk losing their perceived value. Brokers can help mitigate this erosion by offering myriad voluntary benefits employees will find valuable but don’t add to the employer’s financial strain. Several usage-based and tax-deductible benefits are available to maintain affordability while still offering meaningful support.
Focus on holistic wellness offerings. A significant majority (73%) of brokers said a common reason employers offer financial wellness benefits is to alleviate employee stress. By positioning wellness benefits not as standalone offerings but as part of a comprehensive employee wellbeing strategy, brokers can further reduce such stress. A mix of physical, mental, financial and digital health benefits can help employers address multiple dimensions of employee health.
Consider the employee experience: With three out of four brokers saying employers expressed interest in off-cycle enrollments and rolling effective dates, now may be the time to work with providers to evolve their enrollment strategies. Traditional open-enrollment periods may no longer be sufficient; today’s busy employees seem to appreciate enrollment options that are more flexible and accessible throughout the year.

Employee benefits will continually evolve in response to workforce needs, talent markets and economic conditions. Benefits brokers that can knowledgeably lead these conversations will prove themselves as trusted partners. Through strategic guidance, they can help clients navigate a changing benefits landscape with competitive, cost-effective solutions employees genuinely appreciate and value.

Instant Insights /

The strategic shift: Employee benefits evolve from cost to talent driver

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