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Simple & affordable: How benefits brokers can create small business market appeal

As small businesses wrestle to balance cost and value in their benefits programs, brokers have an opportunity to recommend affordable options and differentiate themselves at the same time.

By Lori Widmer | Updated on September 06, 2016
Image: iStock

Right now, there are approximately 28 million small businesses operating in the U.S., according to the U.S. Small Business Administration. These are businesses that each have fewer than 100 employees, and at some point, nearly all will face the challenge of bringing affordable benefits to their workforce.

Balancing benefit cost and value is a dilemma that has small business owners seeking information and guidance. For brokers searching for growth opportunities, this market can be lucrative and rewarding. It also presents a great opportunity to build loyal and long-lasting relationships in an underserved market. But in order to do so, brokers must understand the challenges that drive the decisions of small business owners.

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