Let’s face it—benefits strategy isn’t always smooth sailing. Between shifting workforce expectations, rising healthcare costs, and an ever-changing compliance landscape, brokers have a lot to juggle when helping clients build a competitive benefits package. 

But even the most experienced brokers can hit a few potholes along the way. The good news? With a little awareness (and the right tools), you can steer clear of the most common pitfalls and deliver the strategic guidance your clients need to succeed. 

Here are five mistakes we see brokers make when evaluating client benefits plans—and how you can avoid them. 

Mistake 1: Focusing Only on the Core Four 

Medical, dental, vision, and life insurance are important. But stopping there is like selling a car without tires—it’ll get your clients somewhere, but not very far. 

High-performing benefits plans go beyond the basics. Employees expect voluntary benefits that reflect their unique needs, whether it’s critical illness coverage, mental health support, or tuition reimbursement. Brokers who help clients layer in these options create real differentiation—and build stronger client relationships in the process. 

Want to know what’s trending for 2025? Check out: What Makes a Benefits Package Competitive in 2025? 

Mistake 2: Treating Every Client the Same 

A benefits plan for a 200-employee tech startup looks very different from one for a 5,000-employee manufacturing company. Yet some brokers fall into the trap of offering cookie-cutter recommendations that don’t match the client’s size, budget, industry, or workforce demographics. 

Great brokers take the time to ask the right questions: 

• What do your employees value most? 
• Are you focused on cost containment or talent attraction? 
• Do you have compliance challenges or administrative headaches? 
• How engaged are employees with their benefits today? 

Understanding the nuances of each client’s business helps you build a benefits strategy that’s tailored, not templated. 

Mistake 3: Underestimating the Role of Technology 

Benefits plans aren’t just about what’s on paper—they’re about how employees experience and access their benefits. Without the right technology in place, even the best-designed plans can fall flat. 

Brokers who overlook benefits administration platforms risk setting clients up for frustration. A strong platform can simplify open enrollment, streamline compliance reporting, and give employees the decision support they need to make informed choices. It’s not just a nice-to-have; it’s the engine that keeps the whole plan running smoothly. 

Mistake 4: Ignoring Compliance (Until It’s a Problem) 

ACA. COBRA. Transparency rules. State-specific mandates. The list of compliance requirements keeps growing, and staying ahead of it all is no small feat. Brokers who treat compliance as an afterthought risk leaving clients exposed to costly penalties and legal headaches. 

Instead, make compliance part of the conversation from the start. Help clients design benefits plans that meet regulatory requirements and position them for long-term stability. It’s not the flashiest part of the job, but it’s a crucial one. 

Mistake 5: Failing to Plan Beyond Open Enrollment 

Too often, brokers focus on getting clients through open enrollment, then go quiet until the next cycle rolls around. But a benefits plan is a year-round commitment—one that requires regular engagement, education, and adjustment. 

High-performing brokers help clients: 

• Communicate benefits effectively throughout the year 
• Encourage utilization of underused programs 
• Leverage data to refine offerings 
• Keep benefits aligned with changing workforce needs 

Think of it as regular maintenance for a well-oiled machine. Learn how to guide clients to align their systems, simplify their processes and streamline their communication with this webinar, Turning Communication into a Benefits Powerhouse: You Have the Tools—Now Use Them

The Bottom Line: Be the Broker Who Helps Clients Stay Ahead 

Your clients are counting on you for more than just quotes and renewals. They need a partner who can help them build a benefits strategy that attracts talent, manages costs, stays compliant, and engages employees. 

That’s why we created the Broker’s Guide to Recommending Benefits—a practical resource designed to help you ask the right questions, recommend the right mix of benefits and technology, and guide clients with confidence. 

Download the Guide now and let’s start building stronger benefits strategies together.