A shift in the industry? Females in benefits talk changes, challenges, opportunities

“This industry is still 14% women,” said Susan Combs, CEO of Combs & Company (pictured), who moderated a panel of women in benefits at the “Matters of Perspective: Generational Viewpoints from Females in Benefits” session at Broker Expo in Atlanta. “It’s one of those things where there needs to be a shift … not only women in general, but women of color.”

As the women discussed challenges, backgrounds, stereotypes, progress, opportunities and the bright future in the benefits industry, they also talked about a shift toward a more women-centric benefits industry – and how the industry can get there.

Role models: “Here I am today just being an inspiration for people who look like me and they don’t have role models,” said Jasmine Keating, Client Engagement Manager at MZQ Consulting, who is an African American woman who grew up in Baltimore. “Everyone’s perception of a role model is different. Just be free to be who you want to be, unapologetic and fighting for what you believe in and not stopping. Don’t let anyone tell you that you can’t do it because you can do whatever you want to do. No one else is going to do it for you, and once you know that you can go wherever you want to go. Period.”

On a mission: “Being the boss’ daughter … I take it very personally to not be just given anything,” said Quincy Atwood, benefits advisor at Specialty Risk Insurance, whose father started the agency. “That perspective of people in our office thinking, ‘Well, she can do whatever she wants’ or because you’re female, you’re safe. I take it as my goal to prove you wrong. I want to be the biggest advocate  for women in the industry.  I take it very personally because it is my family business. It’s almost the opposite. I am the boss’ daughter … I walk in and I own it. Daymond John [a keynote speaker at Broker Expo] said it best: The first generation builds it , the second generation maintains and the third generation destroys it. That is my mission in life: to prove them wrong.”

Be diverse and inclusive: “A lot of my peers do not want to have clients who are people of color or people of ethnicity but guess what?  That’s who I help,” said Lisa Smith, Broker at Brokersmith, who is AmerAsian. “Last year, I took on 14 clients that were referred to me because of their ethnicity. … I said, ‘Sure I’ll help.’” One client had six employees, which turned into 350 employees, but the client also had friends who had restaurants, car dealerships and hotels. “It’s like wildfire when you do a good job and it spreads … Some brokers either declined to serve them or say, ‘You’re better off with …’”

Embrace authentic relationships: “I was so proud yesterday to see women of color in this place,” said Lisa Hutcherson, benefits consultant. “I love that shift. The other shift that I see happening is I have brothers and sisters that don’t look like me who are flinging the door open saying, ‘Let me help you get to this table.’ These are my white brothers and sisters, but not because I am Black – because I am qualified, I am skilled … I see a lot of that happening, that shifting in this industry today. You never, ever know where a relationship is going to go … I can’t begin to tell you the amazing people I have met because of one or two or three or four fortuitous encounters. Those are the shifts I am seeing today in this industry. I tell people, ‘Listen you’re going to do amazing things in this industry,’  but these relationships may come in forms that don’t look like you all the time but when they come in those forms, embrace them if they’re real, if they’re authentic. That’s the shift that is happening today. But we still have a long way to go.”

Be inclusive: “When you show up for work, show how to include people, show how to bring people in, show how to mentor … Change happens when we get other women in leadership,” said Combs, who writes a monthly column for BenefitsPRO, What’s the Good News, Ladies? “We have a responsibility to bring them up to the next level with you, and we can impact this industry.”