Reflect, Revise and Renew your Client’s Benefits Platforms for 2023

By Jennifer Daniel

Congratulations! You made it through another 4th quarter Enrollments, platform builds, files, meetings, benefit fairs whew! While it might be tempting to sit back in first quarter and let things roll, now is a perfect time to provide even MORE value to clients by conducting a platform audit. Consultants are being asked to know so much more than just 5 years ago and technology platform recommendations are just one of those “areas of expertise” that employers need and want help with. Many consultants think that once they help a client select a benefits platform their work is done, I would challenge that it has just begun.

Now is the perfect time to sit with your clients AND their platform contacts to make sure they are maximizing the capabilities of these platforms. Benefits technology is a competitive market, it’s always changing and becoming more advanced. Unfortunately, what usually happens is the bells and whistles that were sold during the finalist meeting are not utilized because there “wasn’t time” or the client forgot about those extra capabilities This is the time of year to make sure your clients are getting the most for their money and employees have access to all the tools available to them While not all platforms are created equal and some may have more bells and whistles than others, it’s important to review capabilities each year

Platforms are always adding new features, but sometimes existing customers aren’t educated on those features

Annual platform audits are a great way for advisors to provide more value to their clients and make sure they are maximizing their investment in benefits technology. Technology is always changing which can be great for your business IF you engage with it. Don’t let the finalist meeting be the last time your client was wowed by their platform partner. Leverage the data you obtain during the platform audit to create a compelling benefits plan for 2023 and beyond!

Jennifer Daniel, National Vice President Broker Distribution Strategy and Partnerships at Aflac