From the desk of Bill Catuzzi, CEO at Clarity Benefit Solutions
The gap between being an order-taker and a strategic advisor represents millions in revenue potential, redefining the role of the modern broker.
HR leaders at small and mid-sized businesses are stretched thin, managing everything from recruiting and compliance to benefits strategy and technology, often with limited support. Long-term planning takes a back seat to day-to-day survival.
Here’s the truth: with healthcare costs projected to rise another 8% this year, employers need more than a plan; they need a partner. Someone who can bring structure to chaos, connect benefits to business goals, and help them make smarter, faster decisions.
The broker evolution: from transactional to transformational
When I first started in this business more than 30 years ago, being a great broker meant showing up, running the numbers, and delivering an easy renewal. That was enough, then.
But the industry has changed. Employers face new pressures, and HR leaders are being pulled in more directions than ever. The conversations I used to have once a year are now happening year-round, and they’re about more than plan design. They’re about business impact, workforce strategy, and long-term value.
I’ve seen firsthand how the broker's role has evolved and how much opportunity there is for those willing to adapt. Brokers who stay in the transactional lane risk being left behind. But those who lean into a more consultative approach, who bring insight, clarity, and foresight to the table, become indispensable long-term partners.
We need to fundamentally shift how we approach client relationships to rise above the noise. It’s no longer enough to manage benefits. We must become resources for business impact, innovation, and proactive strategy.
1. Develop business impact models, not just benefit packages
HR leaders are under growing pressure to demonstrate the impact of their benefits decisions to the C-suite. Creating models that connect benefits decisions to measurable business outcomes, giving them a powerful advantage when justifying investments.
Action steps:
- Work with vendors that have built custom ROI or product/solution savings calculators that show how strategic benefits pairings can improve cost savings, employee productivity, and retention.
According to Jellyvision, 59% of employers report that rising healthcare costs have significantly impacted their business, and 42% actively seek alternative benefit strategies in response. When brokers deliver data-driven models highlighting cost containment and ROI, they empower HR leaders to make more compelling cases to executive leadership.
2. Establish yourself as a knowledge broker, not just a healthcare broker
Today's most valuable brokers don’t just deliver traditional services; they deliver insights. HR leaders are hungry for innovative ideas, emerging strategies, and curated solutions they wouldn’t uncover on their own.
Action steps:
- Create tailored research briefs on emerging benefits trends relevant to your clients’ industry and workforce.
- Offer early insights into regulatory developments and translate their potential impact into business language.
Research from The Hartford shows small and mid-sized business HR leaders are particularly interested in supplemental health benefits, paid leave programs, and technology integration. When you lead with expertise in these evolving areas, you expand your value far beyond the role of a traditional broker.
3. Master C-suite engagement to expand your influence
The most effective brokers know that true influence doesn't stop at HR. To build deeper partnerships and drive strategic alignment, you need to engage directly, or through your HR contacts, with the broader executive team
Action steps:
- Develop executive summaries that translate the benefits strategy into business language that resonates with CFOs and CEOs
- Equip HR leaders with data-backed narratives that help them advocate for benefits investments across leadership
According to Jellyvisio, key focus areas for 2025 include financial wellness, mental health, and family planning resources, all areas where meaningful executive engagement is essential for success.
Leveraging technology to enhance strategic partnerships
In today’s digital-first environment, brokers must approach technology not as a replacement for strategic value, but as a tool to amplify it. While HR benefits software is evolving quickly, platforms alone don’t solve complex challenges; strategic guidance is what turns tools into solutions.
Action steps:
- Evaluate your clients' technology stack to identify integration opportunities that reduce administrative workload
- Recommend partners that provide advanced analytics and actionable insights, not just basic reporting
- Look for technologies that improve employee experience while streamlining HR operations
Research from The Hartford shows that benefits technology drives the most value when it reduces manual work and enables seamless data flow across systems. Brokers who can guide clients through technology selection and recommend easy implementation, and optimize solutions aren’t just offering tools. They’re delivering strategy.
The impact broker's playbook: Immediate action steps
Conduct a strategic value assessment: Schedule a conversation with your top clients focused not on renewals or current benefits, but on their three-year business objectives. Identify specific ways your benefits guidance can support those objectives beyond cost containment.
- Offer clients a benefits needs assessment: This simple but powerful survey gathers employee feedback, uncovers evolving needs, and ensures benefits investments align with what truly matters, while reinforcing a culture where employees feel seen and heard.
- Develop a C-suite communication strategy: Create executive-ready materials that help your HR partners communicate the benefits and value to leadership. Focus on business outcomes, not the features.
- Build your knowledge broker ecosystem: Identify 5-7 non-traditional partners (technology providers, wellness innovators, financial advisors) who can provide unique perspectives to your clients.
The path forward for healthcare broker resources
The most successful brokers of tomorrow won’t just offer benefits plans, they’ll deliver integrated business solutions that solve real challenges for HR leaders and executive teams alike.
By focusing on long-term partnership over short-term transactions, you position yourself as a critical part of your client’s success, expanding your influence, deepening trust, and delivering value far beyond the renewal.
Your ability to connect benefits strategy to business impact sets you apart. Now is the time to lean in, lead with insight, and become the strategic advisor your clients rely on, not just during Open Enrollment, but all year long.
Bill Catuzzi,
CEO, Clarity Benefit Solutions