But implementing ICHRAs isn't as simple as flipping a switch, especially for larger, multi-state companies.

This is where brokers come in.

Situation awareness

Good brokers don't just offer options. They ask the important questions and help ensure the ICHRA strategy aligns with the company's financial goals and employee needs.

For example, brokers can help employers assess their workforce.

Are employees spread across different states? How many might qualify for subsidies in the individual market? These factors can impact whether an ICHRA will work well.

Companies with more mid-career professionals might see ICHRAs as a great fit, while those with a higher percentage of lower-wage employees may need a different approach.

Good brokers weigh all these considerations and provide clear, actionable recommendations.

Participant outreach

Employee education is another area where good brokers shine.

With traditional group plans, employees don't have to think much; everything is set up for them. But ICHRAs require employees to choose their own coverage.

That can feel overwhelming, especially for someone who's never shopped for an individual health plan before.

Good brokers can help ease this transition by hosting webinars, offering one-on-one guidance, and providing easy-to-understand resources.

The rules

Then there's compliance, which is critical, especially for large employers.

Good brokers stay on top of regulations, from affordability rules to state-specific compliance issues, making sure employers avoid any pitfalls.

The right platform can automate many of these processes, but having a broker in the mix adds an extra layer of protection.

Needs assessment

All that said, ICHRAs aren't the right fit for every company.

Businesses with high turnover or a workforce that heavily relies on subsidies may find traditional group plans work better.

And in regions where the individual market isn't as competitive, the value of ICHRAs can be limited.

But for companies with dispersed teams or a mix of roles across states, ICHRAs offer a level of flexibility and personalization that's hard to replicate with traditional plans.

The tech

What excites me most about the ICHRA space is how technology enhances what brokers bring to the table rather than replacing them. An ICHRA-ready platform can equip brokers with real-time data, compliance support, and streamlined workflows that help them focus on what matters: supporting clients and building trust.

When brokers have the right tools, they can deliver smarter recommendations, flag potential issues before they become problems, and provide a better overall experience.

Brokers' goal is to provide stability in an industry that's constantly evolving. When you're making decisions that affect hundreds or thousands of employees, that stability is everything.

Brandy Burch is the founder and CEO of benefitbay, an ICHRA platform provider.