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Attention, shoppers! You're in danger

We have discussed the dangers faced by brokers who have not developed meaningful value-added, consultancy-based services for their employer clients.

By Bonnie Brazzell and Gil Lowerre | Updated on May 18, 2016
Photo: Getty Images

We have discussed the dangers faced by brokers who have not developed meaningful value-added, consultancy-based services for their employer clients. Those whose value propositions still revolve around shopping for products and services are simply waiting to be disintermediated. They will be disrupted as surely as Uber is disrupting the taxi industry. Shopping services involve collecting, compiling, and presenting data, tasks that can be accomplished in many different ways.

Employers agree. In one Eastbridge study, only 6 percent of employers described their benefits broker’s key attribute as being a “trusted advisor” while 38 percent said their broker’s key attribute was “comparison shopping” and they (the employer) did the due diligence and made all the decisions. Employers who consider their broker a “shopper” are likely to consider other ways to get that task accomplished.

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