Redefining the Role of the Broker

Eighty-one percent of U.S. employers rely on employee benefits brokers for guidance. They look to you as a partner to guide them through one of the most vital components of their total compensation package. 

How are you preparing to do your job better in 2025? You are uniquely positioned to make a real difference for your clients—both financially and in the wellness of their employees. 

Start by setting goals. Many people set New Year’s resolutions for their personal lives, but how many set concrete goals for their work performance? Setting clear goals for your 2025 strategy can help you create a roadmap to more wins.

Don’t rush the relationship. You can’t become a trusted partner without building a relationship with your clients. The relationship begins with active listening. To build a strong partnership, you’ll want to truly understand what matters to them.

Step into a new role this year—the educator. Ninety-three percent of brokers reported seeing moderate to high demand for help with benefits communications materials. Many health plans and Third-party Administrators (TPAs) have in-house member education and service teams that will provide the materials for you. From brochures to videos—there are a lot of options you can share with your clients. 

Don’t be afraid to be your biggest cheerleader. In such a competitive field, you have to sing your praises. Make sure what makes you unique stands out! Place more effort into showcasing your proven results, positive reviews, niche, access to options, and resources. 

Know your impact. Brokers do more than match clients with the right insurance for their needs. The best brokers can directly improve employee wellness through plans that value first-dollar coverage. When primary care is encouraged, not feared, your client’s employees will represent a potentially healthier workforce. 

Dive deeper into this topic in our e-book: Redefining the Role of the Broker.