While the data suggests there may be some compression among the very smallest of employers (the micro-market) to offer benefit programs, the rest of the segment is actually growing by adding and/or increasing their benefits. In talking with small business owners, here's what I believe is occurring.

• They know their employee base well and feel some level of responsibility for financial protection. 
• They understand first-hand what their employees want and, most importantly, need. 
• They feel that their role goes beyond attracting talent and includes an emotional element.

For the most part, small business owners are the last to want to eliminate benefits that provide risk and financial protection. Still, however, there are times when a business does drop a benefit. But, even when that happens, it's generally because it can be effectively provided elsewhere — it's not because they've lost their desire to help employees. 

With rare exception, it's not simply because they want to boost their bottom line. Sure, business owners care about profits, but they genuinely care about the well-being of their staff as well and try to find a winning balance of both.

All things considered, small businesses are the backbone of our nation's economy and their needs aren't going away or even decreasing, for that matter. They need the help of advisors to navigate the increasingly complex insurance and financial market. 

With that in mind, I encourage you to build relationships with insurance providers and financial services firms who are going to be unwavering and dedicated to the small business owner.  Make sure they are providers who intend to stay committed to this segment, and who also help meet the needs of advisors who serve that market. 

As a financial advisor, the small case market is a winning proposition, in part because it's under-penetrated, it's growing, and it's in need of expert advice. It just makes sense.