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6 Tips for Becoming a More Effective Benefits Broker

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By
Devin Miller
November 10, 2021

As a benefits broker, you have to deliver the latest HR knowledge and expertise to clients. Here are six tips for serving employers and employees better.

Key takeaways:

6 tips to becoming a better benefits broker:

  1. Keep up with HR trends
  2. Understand what employers and employees want
  3. Stay on top of your clients’ PR
  4. Invest in effective benefits management software
  5. Educate your clients’ teams
  6. Offer better, more personalized benefits packages


Being a benefits broker gives you ample opportunity to help companies create robust, personalized offerings for a better workplace and industry. To stay competitive and continue helping people, you should take the approach that you’re a partner to employers and employees, stepping in to work alongside their teams to improve processes. Employers trust that you know the best options out there, and they want to work with you to gain an edge. 

There is always room for improvement, too! You may be thinking of adding extra employee benefits to your offerings or learning more about what’s hot in the industry. There are several ways to strengthen relationships with your clients. Here are six simple tips for becoming a better benefits broker.

1. Keep up with HR trends

There are lots of publications and websites out there delivering the latest HR news. Start being a better broker by keeping up with the latest trends. Follow benefits and HR blogs and regularly check for updates. Network with local HR professionals by finding the closest Society for Human Resource Management (SHRM) chapter or joining online groups. 

Also, pay close attention to what your competitors are doing. Look at their social outlets and take note of how they’re approaching the latest trends and innovations in benefits. It’s always important to stay a step ahead in the field to better serve your clients.

2. Understand what employers and employees want

You can have the best intentions in the world but they won’t get you very far unless you’re aligned with what people actually want. The best way to find out: ask them! Meet with employers and employees and check in on their experiences. Send out surveys and gather feedback. Read online forums and social media posts where people are talking about benefits and HR.

Your services should be customized to each employer’s needs and priorities, so take the time necessary to figure out what those really are. Practice being a good listener and create opportunities to have meaningful conversations with your clients.

3. Stay on top of your clients’ PR

The companies you work with may have exciting news items to share, so make sure you’re asking them for updates or reading their blogs. You can even set up Google notifications so you’re automatically alerted when a client’s name is in the news. Then, reach out to your client with a “congratulations.” Show them that you care about their success and that you’re paying attention. They’ll feel like you’re truly on their team and rooting for them.

4. Invest in effective business management software

Benefits management software makes it easier than ever for employers to integrate offerings and for employees to enroll and view their options. It’s worth investing in software so your clients have access to tools like automation and cloud computing. Make benefits administration a more manageable process for them by setting them up to win.

Software also helps your clients stay in compliance with laws and regulations. They will be able to maintain records with better security when everything is saved in one place. Online platforms are streamlining all aspects of a business, so make sure you’re not leaving your clients behind by failing to provide a software option.

5. Educate your clients’ teams

Companies want to work with partners they can learn from. Go beyond offering suggestions and act as a consultant to educate employers and their teams. Take them through deep dives on packages. You want to make them feel empowered and that they truly understand what they’re signing up for. Walk employers through all the pros and cons of benefits packages and always leave the door open for follow-up questions and ongoing learning.

6. Offer better, more personalized benefits packages 

Benefits matter a lot to today’s employees. One SHRM survey found that 92% of employees feel that benefits are important to their overall job satisfaction, and 29% of workers cited their current benefits package as one of the primary reasons to look for a new job in the next year. Consider including extras aside from traditional health insurance and vacation time. People want benefits like the following: 

  • Paid Time Off (PTO): Make sure what you’re offering is competitive for the industry your clients are working in. 
  • Retirement: Many employers want to offer benefits for retirement savings, including an employer-sponsored plan and a match on contributions. 
  • Health savings accounts (HSAs): These plans allow employees to set aside funds before tax to pay for their medical expenses.
  • Paid family leave: Parental leave is a hot benefit right now. According to one report, 82% of Americans want paid maternity leave, including for adoption. Paternity leave is also a desirable benefit for workers.
  • Emergency Savings Accounts (ESAs): Support employees’ financial endeavors by adding ESAs to your packages, which help them establish foundational savings accounts for unexpected costs.

Rounding out your benefits lineup will help you provide all the support your clients need to stay competitive and keep their employees happy and productive. 

How SecureSave helps benefits brokers

SecureSave is a desirable workplace savings program that helps you support your clients with ESAs as part of your benefits lineup. ESAs are crucial in ensuring employees can cover unexpected expenses that come up, and employers can stand out by offering this benefit.

Secure delivers an intuitive savings app so participants can manage everything on their preferred device. Employers can also choose to make matching contributions through SecureSave, and we integrate with HRIS and payroll software. 

Data shows that 37% of Americans can’t come up with $400 if an emergency happens, and most people (two-thirds of Americans) worry they’ll run out of savings in the next five months. Offering an ESA to employees helps employers show their support and helps workers establish better financial habits. 

Learn more about how Secure serves benefits brokers like you by reaching out to our team.

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Devin Miller

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