What Makes a Good Benefits Broker? Lessons from 40+ Years in the Trenches
I started my career in the Employee Benefits Division of The Lincoln National Life Insurance Company back in 1980. Over the decades since, I’ve had the privilege of seeing this industry from nearly every angle — from underwriting and pricing strategies on the carrier side, to the evolving needs of employers and employees on the ground, to the advisory role I’ve played as a broker since 2003.
I’ve worked with group health brokers of all shapes and sizes — from solo producers dipping a toe into group benefits, to established regional firms, to major national consulting houses advising Fortune 500 companies and state governments. I’ve sat across the table from CFOs, HR directors, and small business owners alike, helping each one navigate the same core challenge: how to offer the best health plan possible at a cost that’s financially sustainable.
Mid-career, I even took a brief detour from the benefits world, selling surgical devices to the top head and neck surgeons across a ten-state territory. Watching life-saving procedures at institutions like the Mayo Clinic and Cleveland Clinic gave me something few brokers ever get — a firsthand view of the delivery side of healthcare, where outcomes matter most.
All of that experience — from the boardroom to the OR — has shaped how I approach benefits consulting today. I’ve seen what works. I’ve seen what doesn’t. And I’ve seen what clients appreciate most in a broker.
So what makes a truly good broker — the kind employers value, trust, and stick with?
Here are a few key lessons I’ve learned:
1. A good broker listens more than they talk.
Too many brokers walk into meetings with a cookie-cutter solution already in mind. But every employer is different. A good broker starts with curiosity: What’s working? What’s not? What do your employees actually value? You can’t solve what you don’t take time to understand.
2. They don’t just deliver quotes — they deliver strategy.
Quoting is transactional. Advising is transformational. Good brokers help employers think long-term — not just about this year’s renewal, but about plan design, cost drivers, and employee engagement over time.
3. They’re obsessed with education — for employers and employees.
Even the best health plan won’t work if people don’t understand how to use it. Great brokers break down complexity, translate the jargon, and ensure employees know where to go, what to do, and how to get the most from their benefits.
4. They bridge the gap between employer goals and employee realities.
Some brokers lean too heavily toward cost containment. Others focus only on employee satisfaction. A good broker knows how to design plans that do both — protecting the company’s bottom line and supporting the well-being of the workforce.
5. They stay curious, stay learning, and stay ahead of the curve.
This industry moves fast — whether it’s compliance rules, provider payment models, or emerging trends like Direct Primary Care or Reference-Based Pricing. Great brokers are students of the system. They read. They ask questions. They evolve.
6. They provide year-round support, not just renewal meetings.
Employees don’t stop having questions after open enrollment. A great broker supports HR teams and employees all year long — resolving claim issues, facilitating care navigation, and being a consistent resource.
7. They care — deeply — about outcomes.
Ultimately, the best brokers measure success not just in savings, but in stories: the employee who got the right care at the right time, the HR manager who felt less overwhelmed, the employer who finally felt in control of their plan.
After more than 40 years in this field, I still consider myself a student of healthcare — and I still believe in the impact a great broker can have. Employers don’t need more noise. They need clarity. They need someone in their corner who can cut through complexity and help them make smart, sustainable decisions.
Does this sound like your broker? Or is it time to find a new one?
After more than four decades in this field, one truth has remained constant: a great benefits broker is more than a middleman — they’re a trusted guide, educator, strategist, and advocate. As the healthcare landscape continues to shift, employers need a partner who brings clarity, compassion, and commitment to every conversation. If you’re looking for that kind of broker, it may be time to rethink what you should expect — and what’s possible.
FAQs
| What should I look for in a good benefits broker? | Look for a broker who listens first, delivers strategy (not just quotes), educates both employers and employees, and provides ongoing year-round support. The best brokers are curious, proactive, and focused on real outcomes. |
| How is a benefits advisor different from an insurance broker? | A benefits advisor takes a more strategic, consultative approach — focusing on long-term plan performance and employee engagement — whereas a traditional broker may focus primarily on quotes and renewals. |
| Can a small business benefit from a high-level benefits consultant? | Absolutely. Small and mid-sized employers often gain the most value from experienced brokers who can bring big-firm thinking and resources without the high-touch service being sacrificed. |
| What does it mean when a broker is “strategic”? | It means they go beyond spreadsheets and quotes. Strategic brokers understand cost drivers, help with plan design, monitor performance year-round, and align benefits with business goals. |
| How often should I be meeting with my broker? | At minimum, you should meet quarterly to review plan performance and address issues. Great brokers also offer ongoing support for employees and HR teams between formal meetings. |