Football Season and Health Benefits

How Brokers Can Help Clients Execute the Right Playbook 

As fall kicks off, many of us are tuning in for football season—where strategy, teamwork, and execution separate the winners from the rest of the field. The same holds true for employee health benefits. Employers can’t afford to run the wrong plays, and brokers are the coaches who help them build a winning game plan. 

Here’s how you can help your clients stay competitive this season and beyond. 

Build a Strong Playbook: Strategic Plan Design 

Just like no two football teams run the same offense, no two employers have identical benefit needs. A solid benefits strategy starts with matching the right funding approach—whether that’s fully insured, self-funded, or self-funded solutions with level funding-to each employer’s size, risk tolerance, and goals. 

Brokers can add value by: 

• Comparing funding options side by side so clients can make informed, confident choices. 
• Identifying cost-saving opportunities (like reference-based pricing or direct contracting, or pharmacy carve-outs). 
• Balancing affordability with employee satisfaction so benefits can be competitive 
• Bringing benchmarking data to show how an employer tacks up against competitors in the industry 
• Staying ahead of regulatory changes to ensure compliance and avoid penalties 
• Recommending technology solutions (like enrollment platforms and analytics dashboards) that can streamline administration. 
• Acting as year-round advisors, adjusting the strategy mid-season instead of waiting for renewal. 

The right “playbook” ensures employers can protect their budget while still offering benefits that can help attract and retain top talent, all while having a broker in their corner to call the right plays when conditions change.  

Scout the Competition: Industry Trends Employers Need to Know 

Winning teams don’t just focus on their own playbook-they study their competition. The same goes for brokers.  Employers rely on you to provide visibility into the broader benefits landscape, so they don’t get blindsided.  

As health costs continue to rise, cost pressures remain a top concern for employers in 2025. Employees are also demanding more things like virtual access, stronger mental health support, family-friendly benefits, and greater cost transparency are quickly moving from perks to expectations.

How Brokers Can Add Value in 2025 

• Brokers can deliver value by benchmarking what peer employers in the market and industry are offering. 
• Distinguishing which benefits are now table stakes versus emerging differentiators. 
• Translating trends into practical, right-sized strategies for small and mid-sized businesses. 
• Highlighting innovative plan designs or vendor solutions before competitors adopt them. 
• Advising on how to balance trend adoption with budget discipline. 

When you act as a scout, employers can gain the intelligence they need to help them stay ahead of the curve, building benefit packages that are not only cost-effective but also competitive in attracting and retaining talent.  

Avoid Penalties: Stay Ahead of Compliance Risks 

Even the best teams lose ground if they rack up penalties. For employers, “penalties” don’t come with yellow flags, they can show up as costly fines, lawsuits, or reputational damage. Compliance isn’t optional, and the rules of the game are constantly changing. 

This is where brokers can play a critical defensive role by: 

• Flagging regulatory updates and explaining what they mean in practical terms. 
• Helping clients establish processes for ERISA, ACA reporting, COBRA, and Transparency in Coverage requirements.  
• Coordinating with legal and compliance partners when issues get complex. 
• Reducing the risk of fines, audits, or employee disputes. 

By keeping employers out of the penalty zone, you can reinforce your role as a trusted advisor, not just for benefits strategy, but for risk management and peace of mind.  

Make Halftime Adjustments: Ongoing Client Support 

No coach sticks to the same plan all four quarters—winning requires mid-game adjustments. Health benefits are no different. Costs fluctuate, employee demographics shift, and new regulations can rewrite the playbook mid-season. 

Encourage clients to schedule mid-year check-ins so you can: 

• Review claims and utilization data to spot early trends. 
• Adjust strategies before renewal season to avoid surprises. 
• Identify new opportunities for cost savings or improved benefits. 
• Assess employee engagement to ensure the plan is delivering value.  

These halftime conversations can keep your clients confident and engaged—and potential problems off the field. 

Celebrate the Wins: Long-Term Success 

In football, the best coaches build dynasties, not just single-season victories. As a broker, your ultimate goal is long-term client success. That means helping to ensure that benefits remain affordable, competitive, and aligned with business goals over the long haul. By positioning yourself as the coach who helps clients execute the right plays, you can create stronger relationships that last well beyond renewal season. 

Final Whistle 

This football season, remember: every employer needs a coach who can help them win in the complex world of health benefits. By building strong playbooks, scouting industry trends, avoiding penalties, and making smart halftime adjustments, you can help position your clients—and yourself—for championship-level success.