Do You Have a Benefits Broker or a Benefits Partner?

Most Richmond employers are overpaying for benefits and underwhelming their employees.

And it’s not because they don’t care. It’s because they’ve been told a “broker” is good enough.

But here’s the truth: there’s a big difference between having a benefits broker and a benefits partner. And when you’re spending six or seven figures a year? That difference matters - big time.

Brokers Shop. Partners Strategize.

If you’re like many growing companies in Richmond, you might be working with a broker who shops the same four carriers every year, emails you a spreadsheet, and calls it a day. You get through open enrollment, maybe save a few bucks, and repeat the cycle next year.

But here’s the problem: brokers are focused on transactions.

A true benefits partner works differently. They align with your mission, understand your company goals, and build a strategy around your people and your bottom line.

They don’t just ask what benefit plans you want. They ask:

• Where do you want your company to be in 3 years?

• What’s your employee demographic today - and what will it be tomorrow?

• How can benefits reinforce your culture and drive retention?

One of the Top Line Items on Your P&L

Benefits are often among the top 3-5 largest expenses for employers. And yet, many businesses treat it like a check-the-box task.

If a vendor was managing your 28th biggest expense, maybe a transactional approach would be fine. But we’re talking about hundreds of thousands (or millions) of dollars a year. You need someone thinking strategically, not just administratively.

What a Benefits Partner Looks Like

A benefits partner for Richmond employers:

• Starts renewal planning 4-6 months in advance, not 4 weeks before your renewal date

• Brings alternative funding ideas like level-funding, self-funding, and captives to the table

• Helps design employee education that actually engages your team

• Audits compliance annually and keeps you out of trouble

• Serves as an extension of your internal HR team, not just a vendor

A benefits partner takes ownership. They stay involved year-round. And they want what’s best for your business, not just what’s easiest to renew.

Not Sure Which You Have?

Here’s a quick gut check:

• Did your last renewal feel rushed?

• Were you shown the same few plans you always see?

• Did anyone bring fresh, outside-the-box ideas to the table?

• Was there any conversation about your hiring plans, growth goals, or company vision?

If not, you probably have a broker - not a partner.

Richmond Deserves Better

We work with employers across Richmond who are tired of the status quo. They’re looking for more than quotes and spreadsheets. They want a partner who helps them win on cost, on compliance, and on culture.

If you’re ready to move beyond spreadsheet shopping and start building a real benefits strategy, let’s talk.