Compliance pressures, AI adoption and economic uncertainty are driving increased demand for broker services and reshaping brokers into trusted advisors across the HR function.
"For 40 years, we've worked closely with the broker community as compliance, benefits and workforce needs have continually evolved, and 2026 is no exception," said Jura Slattery, chief customer officer at isolved. "What's different now is the pace of change. Brokers are being asked to guide clients through rising regulatory pressure, economic uncertainty and AI adoption all at once. Our data show they're becoming true extensions of HR teams, leaning on technology and insight to deliver faster, more personalized guidance while staying grounded in the real needs of employers and employees."
The company's Emerging Trends for Brokers in 2026 report reveals three overall themes.
First, compliance expertise has become brokers' biggest differentiator. Fifty-eight percent of brokerage professionals say demand for compliance support is rising. The top client concerns on the horizon in 2026 are ERISA (57%), COBRA (51%) and the Family Medical Leave Act (47%). Nearly equal numbers of brokers say health care costs (47%) and data privacy regulations (46%) will have the greatest impact on their business in the next two to three years.
Second, "traditional" HR-brokers relationships are extinct. Nearly all respondents (93%) say clients now seek support beyond traditional services. Unsurprisingly, guidance on AI (46%) and compliance support (36%) top the list of requests. Looking ahead, brokers also signal growing momentum around other non-traditional offerings. For example, although just 21% currently offer commuter benefits, this number is expected to rise to 45% as an additional 24% say they will offer this benefit in the next year.
Third, although brokers are all in on AI, they cite one overlooked area. Eighty-five percent of brokers are using or exploring AI, with automated compliance monitoring (53%) and personalized financial wellness planning (50%) emerging as the top uses. In this dynamic environment, AI's impact is tangible. Brokers report that AI's greatest benefits are streamlined compliance (64%) and improved employee engagement (61%), with faster hiring ranking close behind as a key benefit, cited by 49%. However, it can't replace the "human " in HR.
"HR leaders think in measurable outcomes, which brokers have clear evidence that AI is delivering, from seamless compliance support to stronger engagement and hiring," Slattery said. "At the same time, the survey finds that 55% of brokers think AI falls short when it comes to the softer, human side of work. People still sit at the heart of everything HR touches, which is why brokers and HR leaders want results without sacrificing trust or human connection. HR technology providers that deliver AI that accounts for the employee experience will earn broker confidence, and brokers that bring these solutions to clients will be hailed as irreplaceable advisors."
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