When it comes to ICHRA most brokers are asking the wrong question. The question is not "Which ICHRA vendor should I partner with?" The more important question is “If the market continues to move towards ICHRA will my current ICHRA model protect the revenue, client relationships, and enterprise value I have already built? As ICHRA accelerates what will my business look like? How will operations, the sales process, and financial models be impacted?”
That distinction matters because the challenge facing brokers is not whether they can generate meaningful revenue from ICHRA today. Many are doing exactly that. In fact, many brokers have successfully maintained economics similar to traditional employee benefits relationships by adding fees to the fees charged by ICHRA platforms and sometimes getting the insurance commissions. The real question is not whether those economics work today. The real question is whether they will remain intact as the market matures.
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