Benefits advisors serve as advocates for change by encouraging employers to adopt personalized health initiatives.

You may think of yourself as a health care benefits broker or advisor. But did you also know that you are in the financial planning business?

Many brokers today remain skeptical that consumer-directed health plans will fulfill their promise. But they are missing the point: the connection between health and financial security is clear to employers and, increasingly, to their employees.

Straining to maintain long-term solvency, governors, mayors and county commissioners are seeking new, creative ways of providing cost-effective health care coverage for both active and retired workers. For many, consumer-directed health plans are an increasingly attractive option.