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How (and why) brokers are reinventing themselves

No longer able to compete primarily on price, benefits market participants are working to add other kinds of value by becoming clients go-to source for guidance on medical costs, supplemental coverage and everything in between.

By Ingrid Case | Updated on September 21, 2015
Photo: Getty Images

The Patient Protection and Affordable Care Act didn’t end the insurance industry in America, despite predictions to the contrary. But it did usher in a variety of changes that affect benefits professionals. No longer able to compete primarily on price, benefits market participants are working to add other kinds of value by becoming clients’ go-to source for guidance on medical costs, supplemental coverage and everything in between.

No point in competing on price

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