Whether you’re fielding initial questions or guiding a hesitant client through the decision-making process, these are the five objections benefits advisors say come up most frequently — and how the most effective advisors are helping employers move past them.

1. "I really love the concept of ICHRA, but I can't give up that much control."

Traditional group insurance puts employers in the driver’s seat: choosing plans and carriers, managing enrollment, and guiding employees through the process. ICHRA flips that model. Employers fund coverage, but employees choose and own their plans.

That can feel like a loss of control — especially for leaders who care deeply about offering a great benefits experience.

But it doesn’t have to be all or nothing. Modern ICHRA administrative platforms help employers maintain visibility into plan selection, engagement, and outcomes — without needing to micromanage. The result? Employers retain strategic oversight, and employees gain the freedom to choose the plan that fits their needs. It’s an innovative approach that mirrors how consumers already shop for home insurance, auto insurance, mortgages, and other critical financial tools.

2. "I'm concerned about plan quality and I don't even recognize some of the carriers in this market."

Depending on the market, this can be a common reaction when employers first look at individual plan options. New names can feel unfamiliar, but that doesn’t mean they’re untrustworthy.

In fact, many of the carriers gaining ground in the individual market are tech-savvy, member-focused, and delivering better digital experiences than legacy insurers.

Still, on the employer-sponsored side of health insurance, companies often seek comfort in PPOs to provide vast coverage to dispersed individuals who need access to their doctors. But individuals have proven time and again that, in most cases, they would happily select a less expensive plan with their doctors, hospitals, and providers in network.

Ultimately, the real question isn’t “Do I know this carrier’s name?” It’s “Are my doctors in network? Will this plan cover my medication?” With the right decision support tools, employees can evaluate plans based on the things that actually matter to them — not just the logo on the card.

3. "I have employees with unique needs and I can't do anything that puts them at risk or in a tough financial situation."

Employers naturally want to protect their people; particularly those managing chronic conditions or needing long-term care. That instinct often leads to choosing one high-end group plan for everyone…just in case.

ICHRA flips that logic. Instead of standardizing benefits, it enables personalized coverage. And, with the right tools in place, employees can get support choosing coverage based on real needs: providers, prescriptions, budget and beyond.

This ensures that those with complex or ongoing health requirements can find a plan that fits their situation, not just the one-size-fits-all option from a group plan.

4. “Plan selection seems overwhelming. How can I expect employees to pick from 100+ options?” 

Fair point. Most employees have only ever picked from a few group plans — and even then, often with little understanding of the details.

ICHRA introduces more choice, and that can feel intimidating at first. But here’s the thing: Employees already make complex decisions every day, from choosing homeowners insurance to managing retirement plans. With the right tools and education, they can shop for health insurance confidently, too.

And benefits professionals share the sentiment. In a recent study conducted by Zorro, an AI-powered ICHRA administrative platform, over 85% of brokers surveyed agreed that, when given the necessary support, employees are capable of confidently selecting coverage that suits their needs.

5. “ICHRA seems complicated. I’ll never get my management team or employees to buy in.”

ICHRA is a break from the norm — and change takes effort! Moving from group plans to individual coverage isn’t just a benefit redesign; it’s a mindset shift for leadership, HR teams and employees alike.

The most successful transitions start with internal alignment — clear education for decision-makers, dedicated champions within the organization, and a strategic communications plan for rollout — and the right partner. Remember, the employers who succeed with ICHRA aren’t the ones who already have it all figured out; they’re the ones with a strong strategy and the right support in place.

In conclusion

ICHRA may challenge the status quo, but it also opens the door to smarter, more sustainable, and personalized benefits. The key is helping employers and their teams see past the unfamiliar. And with the right tools and expert support on your side, objections turn into opportunities—to control costs, empower choice among teams, and build a benefits model that truly works for everyone.