Dentist with a patient with having a dental treatment
Dental and vision brokers are loyal to their carriers, but that loyalty must be earned by providing value, including digital innovation.
“Digital enablement is a decisive factor, with 90% of dental brokers and 92% of vision brokers citing it as an important part of the carrier offering,” according to the 2025 Pulse Report from the technology services company Skygen. “Items at the top of their list for digital innovation include predictive analytics, real-time quoting and network insights.”
The report is based on a nationwide sample of 500 brokers who sell dental and vision coverage, exploring their experiences, challenges and priorities. The findings reveal brokers’ evolving influence on dental and vision benefits, as well as significant opportunities for payers to strengthen these relationships:
Values must be aligned. The bottom line is that carriers must adjust their offerings to align with employee demands for personalized benefits and employer demands for more seamless customer experiences. “A centralized digital portal can make managing group dental enrollments faster and easier for employers,” one respondent said.
Brokers will switch carriers for the right reasons. More than 9 in 10 dental and vision brokers say stronger provider networks are a top reason for switching to new carriers. However, when evaluating new carrier options, brokers prioritize tangible business value and solutions that streamline operations, improve outcomes and enhance experiences. As a result, carriers must deliver solutions that not only offer breadth and depth but also enable flexibility, network strength and centralized access to information, which are critical capabilities for optimizing operations.
Cost and customization drive plan design decisions. Brokers are nearly evenly split between cost savings and customizability. Carriers that offer personalized plan designs, transparent pricing and flexibility are best positioned to stand out. When asked how and where they actively vet carriers as part of this selection process, three-quarters of dental and vision brokers rely on benefits administration platform data and insights.
Brokers expect partnerships. Brokers are strategic partners in shaping the benefits experience for employers and employees alike. They want carriers to evolve beyond product providers into true strategic partners. Those who embrace this shift will earn trust, strengthen loyalty and be well-positioned to lead the next era of benefits delivery.
“This year’s research highlights brokers’ central role in benefits design and delivery, bringing our Pulse Report series full circle by equipping stakeholders with actionable strategies to improve outcomes for members,” said John Schaak, chief innovation and growth officer for Skygen.
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