The pandemic has changed nearly every aspect of American life, and selling insurance is no exception.

Your clients are conducting business differently. Budgets have been cut and many employees continue to work remotely. The benefits landscape has changed as well. Many of your clients’ employees are dealing with new economic realities, so they’re looking at benefit choices differently.

Here are some of the trends that have transformed the role of the benefits broker in the era of COVID.

New ways to connect with clients

Despite the challenges of the past two years, you’ve still worked to connect, engage and build relationships with your clients. While you’ve probably had less interpersonal contact with your clients, their expectations of speed, personalization and convenience have risen, and virtual enrollment has become the norm.

As a result, delivering value to your clients through digital services and compelling experiences can help you thrive in this new environment. For 2022, be sure to check Delta Dental’s marketing resources for a selection of digital resources that can help you communicate with your clients, from individuals and small businesses to larger companies with 100 employees or more. 

Advising clients on benefits that work in the new normal

What your clients and their employees want from their benefits is probably different from what they wanted a few years ago. With a decentralized workforce, flexibility and choice are more valuable than ever, and savvy brokers have kept pace with employees’ interest in new and expanded benefits.

Consider:

  • Ensuring that telehealth, such as Delta Dental’s Virtual Consult, and expanded mental health services are included in health care offerings.
  • Offering benefits and perks that promote employee well-being, including overall wellness, mental health and even financial health. Delta Dental gives enrollees access to attractive value-added features, such as discounts on Amplifon hearing aids and QualSight LASIK eye surgery.
  • Taking on an advisory role to help clients and employees understand what’s available to them and choose the best options.

The number of employers offering voluntary benefits increased 27% during the COVID pandemic. For brokers, this is an opportunity to expand workplace benefits offerings. 

Greater focus on the whole family

Your clients’ employees probably spend more time at home than ever before. Some became caregivers for their parents; others took on educational roles for their children.

Now more than ever, employees are looking for benefits that extend to their family members. A recent survey of employers found that 41% of respondents plan to newly offer or expand senior care benefits to employees, and 63% said they plan to increase their company’s current child care benefits.

Looking ahead

You likely saw your business change in the past few years. But crisis breeds opportunity. Economic challenges offer you the chance to demonstrate the value you bring to your clients and their employees and help them navigate this new world.