This article first appeared in BenefitsPro on March 3, 2026, written by Ann Clifford.
With group health insurance costs projected to hit a 17-year high in 2027, smaller businesses are prioritizing simplicity as they make decisions about their non-medical benefits.1 At least two in three employers cite simplicity and cost as top drivers for selecting a single non-medical carrier, The Hartford's 2026 Future of Benefits Study finds.2
For benefits advisors and brokers, these priorities place greater emphasis on integrated solutions that simplify the experience for employers and employees alike.
“Smaller companies, especially those without dedicated HR benefits teams, often don’t have the bandwidth for complex benefits management,” says Steve Spino, vice president of underwriting for Employee Benefits at The Hartford. “Instead, they’re looking to their advisors for smart benefits packages that help them broaden their offerings and reduce administrative burden.”
While today's small and midsize business client conversations may still start with non-medical coverage needs, brokers and advisors can also include discussions about simplifying the benefits experience for both employers and employees.
Solving Client Challenges — Not Product Gaps
As healthcare costs continue to rise, enhancing supplemental health benefits gives small businesses an effective way to address the growing health-related expenses employees face.3 Spino pointed out that advisor-client conversations should focus on the full product offering rather than evaluating each product separately.
“It comes down to cost and need,” Spino says. “Strategic bundling of benefits like life, disability and supplemental health benefits, addresses critical gaps for employees and adds value to a company's benefits program while helping manage employer costs.”
The result is a more strategic approach to benefits packaging that's less focused on the value of each individual product. Bundling positions supplemental health benefits to work together to address the employer's business priorities and employees' financial protection needs.
Simplifying HR’s Workload
Bundling employee benefits products is only part of the conversation.
With 73% of HR professionals reporting that their workloads have increased, small and midsize businesses are putting greater upfront emphasis on operational efficiencies and the overall benefits experience.2
Technology and data integration that streamline implementation, billing, claims management and ongoing administration are now key considerations at the proposal stage. Advisors and brokers can help employers take a more holistic approach by proactively packaging products and administrative solutions to improve processes, reduce manual work and minimize errors.
“One way to optimize integration and day-to-day efficiency is by recommending fewer carriers,” Spino says. “Working with a single non-medical carrier simplifies the employer experience and alleviates a pain point we see in our research, where 64% of employers tell us that managing multiple carriers is challenging.”2
Elevating the Employee Experience
Smart benefits packaging extends beyond product mix and simplified administration to include the employee experience. The Hartford’s study finds 65% of employers expect carrier solutions to deliver a streamlined experience, simpler enrollment and consistent communication.2
Behind these expectations, small businesses are looking to maximize the value of their benefits by ensuring employees understand the importance of voluntary benefits options and how to use them.
“Advisors add value by recommending carriers that offer a technology-driven experience in the small business space,” Spino says. “Digital enrollment, AI-infused decision-making tools and integrated claims experiences shouldn’t just be for employees at larger companies.”
As employers place greater emphasis on simplicity across their non-medical benefits, advisors have an opportunity to broaden the conversation beyond product recommendations. A comprehensive approach to benefits packaging helps address financial protection needs while simplifying administration and supporting a better employee benefits experience.
Ann Clifford is a freelance writer who translates her background in financial services marketing into specialized content focused on employee benefits and small business topics.
