In today’s uncertain and fast-evolving economy, benefits advisors sit at the critical intersection of health innovation, workforce strategy, and financial planning. As PwC’s latest Pulse Survey reveals, the first 100 days of 2025 have underscored an urgent truth: Resilience and agility are not just buzzwords—they're the new cornerstones of strategic planning.
Executives are focused on productivity and talent — benefits must follow suit
The Pulse Survey reveals that 50% of executives surveyed cite workforce productivity as a top risk to growth. At the same time, talent acquisition and retention remain high on the agenda. This is a moment of opportunity and responsibility for benefits advisors. Organizations are not simply looking for cost-effective plans, they’re looking for integrated strategies that support wellbeing, enhance employee engagement, and ultimately drive performance.
For benefits advisors, this means helping clients think beyond traditional offerings. Mental health support, flexible work benefits and programs that align with diverse generational needs are now part of the core package. They should be answering the question: How do benefits become a lever for employee health/wellness and workforce productivity?
Health industries are evolving and advisors must help clients keep pace
In the health sector, the emphasis on cost control is sharpening. Nearly 60% of health industry leaders are reprioritizing capital investments due to inflation and margin pressure. Many are accelerating automation and digital investments to improve efficiency and patient outcomes.
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For benefits advisors, this presents a dual challenge and opportunity. In addition to traditional challenges around benefits and formulary design, network strategy, pricing, PBM rebate guarantees, etc. employers need guidance on structuring benefits that align with these shifts — particularly in areas like digital health, virtual care, and value-based insurance design. Advisors need to stay current with health care innovation and be proactive in steering clients toward sustainable, forward-looking benefit strategies. Furthermore, employers and health plans are being presented with a greater range of on pharmacy benefits options, spanning from fully integrated solutions with a single PBM partner to an unbundled, customized PBA model — all offered through an emerging set of players. Either model may be optimal for any given employer, but they need guidance to arrive at the optimal approach for their insured population.
Trust and transparency are rising priorities
Trust has emerged as a recurring theme across sectors. Whether it’s through data privacy, transparent pricing, or equitable access to care, companies are under pressure to prove their commitment to employees’ wellbeing. The Pulse Survey shows that leading organizations are doubling down on employee experience to build this trust.
Benefits advisors are on the front lines of this movement. They should focus on helping clients create programs that not only meet regulatory standards, but also reflect organizational values. That includes designing plans with transparent cost structures, advocating for health equity, and providing access to high-quality care across all employee populations.
Looking ahead: The advisor’s role is more strategic than ever
In a world defined by disruption — from economic uncertainty to demographic shifts — benefits advisors are no longer just implementers. They are strategic partners who shape how companies support their most valuable asset: their people.
The decisions made in boardrooms today will reverberate throughout the workforce tomorrow. Those who embrace a data-driven, human-centered approach to benefits planning will be best positioned to help their organizations thrive — no matter what lies ahead.
By leveraging insights, tools and fostering collaboration, advisors can meet this moment with clarity and confidence.
Philip Sclafani is the U.S. Pharmaceutical & Life Sciences Lead at PwC.
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