Every employee of a small or mid-sized business (SMB) is critical to the company’s success and is often responsible for multiple functions. Human Resources (HR) is no exception. The Hartford's Future of Benefits study reports that HR leaders juggle an average of eight different job responsibilities, from recruiting and managing benefits to overseeing compliance and technology integrations.
This operational reality means strategic benefits planning can sometimes take a back seat to day-to-day demands. Trusted brokers have a vital role to play in helping their SMB clients enhance their total rewards strategies to attract and retain top talent – and reduce administrative burdens.
“With all of the different hats they wear, benefits decision-makers at small and medium-sized companies rely on their brokers to help them develop and implement competitive benefits programs,” says Megan Holstein, head of Priority Business for Group Benefits at The Hartford. “Brokers can add value by looking beyond medical benefits to recommend supplemental health1 insurance, paid leave programs and technology solutions to help their employer clients support their employees.”
An employee benefits roadmap for 2025
There are three trends for benefits advisors and consultants to watch in the coming 12 months:
1. Increased focus on supplemental health benefits.
While medical benefits are often a primary focus for clients, brokers can help them identify additional opportunities for supplemental health benefits to address common challenges, such as healthcare costs, productivity and financial wellness.
Recommending supplemental health benefits like accident, critical illness and hospital indemnity (hospital cash benefits) can provide added financial protection when employees face unexpected expenses. In addition to helping employers support the overall wellness of their employees, supplemental health benefits give employees more benefits choices to fit their individual needs.
Supplemental health benefits are an appealing option for budget-conscious SMBs because these benefits can be structured as voluntary or shared-cost programs. Employers have the option to expand their benefits offering with employees picking up part or all of the costs.
2. Strengthen paid leave programs.
Paid leave requirements and expectations are evolving. As more states implement paid family and medical leave (PFML) requirements, balancing compliance and employee needs can be a concern for companies large and small.
Even when PFML isn’t required or available in the state in which they operate, paid leave benefits can have a positive impact on a company’s productivity and bottom line. The Hartford’s research finds that 85% of U.S. workers believe paid leave benefits help companies attract and retain workers.
The complexity and constant changes to leave requirements can make brokers hesitant to open up a conversation about what clients need. Insurance carriers with PFML expertise provide expert resources and tools to support brokers in exploring options and providing solutions.
“The good news for brokers is they don’t have to know everything about leave requirements,” says Holstein. “Carrier partners offer specialized expertise brokers can call on as they consult with clients, as well as valuable educational tools for employees. For example, The Hartford provides a planning tool that enables employees to explore different leave options based on their specific needs.”
3. Elevate Benefits technology.
Technology makes benefits quoting, implementation, enrollment and administration more efficient when it eliminates manual processes and shares data seamlessly across payroll, human resource information system (HRIS) platforms and insurance carrier systems.
Brokers who partner with carriers to bring innovative technology solutions to the table to streamline processes and save their clients time stand out in the SMB market. Depending on the client’s needs, solutions should focus on leveraging data the employer already collects and providing an enhanced digital experience for employers and employees.
“Employees at small and mid-sized companies are the heart and backbone of the business,” says Holstein. “Brokers are well positioned to help clients optimize their investment in employees through technology recommendations that make benefits simpler and more accessible from streamlined quoting and implementation to enrollment and utilization.”
Artificial intelligence (AI) also presents new opportunities for brokers to deliver innovative technology solutions that add value and save time, including enrollment decision-making tools and plan benchmarking analysis. However, gauging the organization’s comfort level is key. The Hartford’s research shows that while 71% of employers would trust digital tools powered by AI to assist employee benefit decision-making, only one in 10 employees say they are comfortable with the technology.
By using supplemental health benefits, paid leave programs and technology solutions as a roadmap to help SMBs optimize their employee benefits strategies, brokers can help busy employers focus more time on what matters most – their business and employees.
Learn more about The Hartford’s employee benefits solutions for small- and mid-sized businesses.
Ann Clifford is a freelance writer who translates her background in financial services marketing into specialized content focused on employee benefits and small business topics.
1. Supplemental Health products (Accident, Critical Illness and Hospital Indemnity) are independent and do not coordinate with any other health coverage.
The Hartford Financial Services Group, Inc., (NYSE: HIG) operates through its subsidiaries, including underwriting companies Hartford Life and Accident Insurance Company and Hartford Fire Insurance Company, under the brand name, The Hartford®, and is headquartered at One Hartford Plaza, Hartford, CT 06155. For additional details, please read The Hartford’s legal notice at www.TheHartford.com. © 2025 The Hartford
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Ann Clifford (Sponsored by The Hartford)
Ann Clifford is a freelance writer who translates her background in financial services marketing into specialized content focused on employee benefits and small business topics.
