The New Age of Benefits Brokers Are Focused on People-First, Here’s Why


The workplace has evolved, and a myriad of changes have been initiated since 2020. Many of them we’ve already seen in action, so we won’t go into detail, e.g., hybrid work schedules and improved sick leave policies. But now, we want to keep our focus on one thing: caring for people.

As benefits brokers, you have always cared about providing the best options to your clients, but now, it’s more imperative than ever. Many of your clients are transitioning or already have transitioned to a people-first culture. Providing the best options to them also means their employees get the best choices.

What to look for in a benefits broker will change as more employers adopt this new focus. So incorporating the values of people-first culture can help brokers achieve success and client satisfaction.

People-First In A Nutshell

People-first means a company cares about its employees (people) first and doesn’t let profits become the primary focal point. The company also generally understands that the workplace evolves as time progresses and new generations filter into the workforce. With this in mind, they actively strive to create and maintain a desirable workplace where employees feel valued, have the opportunity to advance, and are satisfied with what they do.

Remember the job you used to hate? Even if you worked a four-shift, you felt depleted and unappreciated. Well, these are the traits of what some workplaces used to be. When companies put their people first, they show they care about their employees' well-being, career advancement, and overall satisfaction.

It’s a process that aims to ensure fewer employees feel the way you felt at that old job. However, it has to begin with the source. Without people-first leadership at the helm, meaningful changes will never get off the ground. It’s up to leadership to keep abreast of what their employees need and the new trends developing in the workforce.

What People-First Means For Benefits Brokers?

Shifting to this mindset as a benefits broker means you can assist your clients in putting their people first. What does that look like?

  • Urging your clients to discover what matters most to their staff.

When your clients know which benefits make a difference to their workers, you can customize a benefits plan that’s right for them. Understanding this means your client won’t have to worry about offering benefits their people can’t use - because either the cost is too high, or there isn’t enough coverage for what they need.

  • Being available for more than benefits administration.

Your clients need more than regular benefits administration. Sometimes they need advice on moving their benefits selection to the digital age, surging healthcare costs, or compliance. You are the go-to advisor they trust to deliver accurate information.

  • Building and nurturing relationships.

Relationships are essential for the success of any broker. You need a good rapport with your clients and carriers. Keeping open communication and nurturing your network empowers you to give your clients access to better deals and benefits.

The common thread weaving everything together is making the client and their staff the primary focus. In essence, creating a domino effect going from broker to client and client to employee.

How Technology Can Help

As the workplace evolves, so will your clients' needs. Offering them an HCM solution that not only adds value, but streamlines the benefits administration process, and gives you the power to keep up with the demands. The ideal HCM system allows your clients to automate the benefits process, such as:

  • Open enrollment

  • Benefits election

  • Updating employee information

  • Renewal

  • Employee notification

  • Legal Protection 

  • Onboarding and offboarding

It would also offer them HR and people management capabilities to keep track of time and attendance, payroll, and detailed reporting. At the same time, providing secure employee data collection and storage. In turn, your clients can utilize the data to observe their overall workforce management and make actionable decisions when necessary.

Implementing the right HCM solution can increase your availability to your clients by reducing the strain of administrative tasks. If your clients have a system with the features mentioned above, that leaves you open to provide professional advice and guidance your clients expect in other areas, mostly anything that encompasses the topics of human capital, human resources, or compliance-related issues.

Finding a system that delivers all of this in one robust platform can improve the benefits selection process for you and your clients. Both of you could automate repetitive functions and workflows across HR, payroll, and benefits. Saving time and allowing you to be the benefits broker your clients expect in a people-first culture, and your clients more time to focus on the core of their business…their people.

Learn how SyncHR consolidates these features into a single platform to help you contend with client demands as the workplace evolves.

We are here to support you with efficient, accurate, and cost-effective workforce management solutions. To learn more about SyncHR, click here.


Please read our disclaimer here.

Back To Resources

Brittany Brooks

Brittany Brooks

Brittany Brooks has worked in Human Resources as an HR specialist and manager for about ten years combined. After that time, she decided to use her powers for the good of the workplace and now uses her first-hand experiences in her writing to give business owners and HR professionals an honest look into what’s happening in their offices. She advocates for meaningful employee retention and improving the employer-employee relationship.

Get the latest resources from SyncHR right in your inbox.

You might also like

Ready for a SyncHR demo?

Get a one-on-one demo of our platform and take your business to the next level.

Get Started

SyncHR Platform Overview

Our patented, enterprise-class technology is redefining and simplifying HCM

Learn More