In business, or arguably anything you do, timing is one of the most crucial factors. Not only is timing unpredictable, but it can lead you down a road you never thought you would travel—and that can be a good thing or a bad thing. In college, I had a football coach who went from cutting the grass at a tech start-up company to becoming a sales rep for one of the first companies in America to mass produce the floppy disc. I'm still in my twenties, so I have never actually seen a floppy disc, but the moral of the story is his timing to go work for the start-up in a relatively unknown industry opened up an opportunity for him to get into sales. And the rest was history. My coach ended up amassing millions of dollars, rose to EVP of the company, retired at 50 and now coaches at his alma mater just for fun. A truly incredible story about good timing. If he goes to cut the grass five years later, the company has already exploded and there's no room for him. Five years prior and they don't even have the capital to hire him, period.
If you ask me, 2015 was one of those “floppy disc” years for the benefits industry, a time where things change and there are immeasurable opportunities that can't even be truly fathomed yet. As a brand new college graduate, I weighed options to go work for many different nationally recognized companies. But when I took a more objective look before making my final decision, I asked myself, 'Where is the opportunity to do something that nobody has ever done before?' I found that opportunity in employee benefits. The industry is changing dramatically; we are at a crossroads and have the privilege of rewriting the book on how to design health plans for employee benefits packages.
Investment banking five years ago was the same as it will be five years from today, and a lawyer five years ago operated his practice in the same way he will five years from now. But if a benefits professional relies on what he did five years ago to run his business going forward, he will surely be toast. There is no way a broker or a carrier rep can survive by doing what those before them did, and therein lies the opportunity to become a revolutionary.
In a time when PPACA and health care issues are becoming the primary topic of political debates, benefits professionals are left to take whatever ruling they end up with from Washington, and make it work in the best way possible for their clients. Looking back, 2015 included key events that will certainly be featured in future CEBS textbooks.
The Cadillac tax became a huge topic for debate—a proposed aspect of PPACA that would tax “high-worth” health plans at 40 percent for every dollar above a certain threshold. We saw more issues stem from that, such as how the tax will be calculated, and how inflation will be accounted for. Because of these factors, economists say one in three health plans over the next few years may be subject to the tax.
Another hot-button issue is record setting rises in premiums. We all read the many articles published this year about rates going up and how many employers have a desire to shift costs to the employee. As a result, high-deductible plans are put into effect and people get uneasy about the rising out-of-pocket expenses they may incur. In a society where most Americans don't have more than $500 in their savings accounts, many are starting to panic. But could these issues create a “floppy disc moment” for benefits professionals to do something that hasn't been done before?
The year 2015 was marked with the rise of two very important components of health care: wellness programs and voluntary benefit offerings. It is my assertion, and the assertion of many major players in this industry, that voluntary benefits and wellness can serve as keys to putting financial control back into the hands of employers. By implementing wellness programs that promote and incentivize preventative and routine care, we will see lower claims utilization over time and create a cost containment mechanism for employers and employees alike.
One of the biggest advantages in offering voluntary benefits is that in most cases, they fall under Section 125 of the Internal Revenue Code, also called a “cafeteria plan.” Because of this, they can be administered by payroll deduction on a pre-tax basis by employers, saving them money on their bottom line and providing employees with very feasible group rates that equip them with an abundance of cash benefits in the event of a critical illness, accident or hospital stay. Professionals in our industry see these plans as a mechanism to bridge the gaps in coverage that are created by the ever more prevalent high deductible health plans. Innovations such as these have gained incredible traction in 2015, and we are seeing brokers becoming better able to deliver on their promise to provide the best solutions for their clients and stand out among their competitors.
2015 has been a year where innovation became not a matter of if, not a matter of when, but a matter of how soon. Truly forward-thinking benefits professionals rose to the occasion this year, looked the issues of health care reform in the eye, and delivered solutions that saved the employer groups they represent. They also opened up a door to new and unparalleled success for themselves. We should all be excited for whatever changes and subsequent opportunities 2016 will bring.
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