Facing economic fluctuations, rising overhead costs and consumer expectations, benefits brokers and advisors have the unique challenge of meeting the consumer where they are today and navigating this evolving landscape on behalf of the companies that they serve. 

Understanding what motivates the consumer is an important stepping stone in this process. At its most fundamental, the consumer is interested in understanding what's covered in their benefits plan, considerations surrounding basic eligibility and being able to quickly access their claims status. However, at a higher, more holistic level, employers and brokers must go a step further in catering to consumer needs beyond these three primary motivators, addressing their expectations for mobile-friendly tools, more flexibility surrounding their benefits, and access to comprehensive wellbeing offerings. 

When the various players can holistically serve patients, everyone wins: the patient gets a certified "easy button" as far as access to their care goes, the broker can more strategically play their role as consultant and the employer can differentiate their offerings.