For benefits brokers, the broker of record relationship is built on more than placing insurance. It is built on trust, expertise, and being the resource a client turns to when benefits decisions need to be made.
Today, brokers are increasingly competing for that relationship with an unexpected player: the payroll and HR technology company.
Payroll providers are expanding their services into HR, benefits administration, enrollment and employee support. Because they already interact with employers every payroll cycle, they have a natural opportunity to become the company’s go-to resource for benefits.
So how can brokers remain at the center of the relationship?
Partner with a benefits administrator that works alongside you, not around you.
The Payroll Company Has Access. The Broker Has Expertise.
Payroll and HRIS providers have a significant advantage: they are deeply embedded in the employer’s day-to-day operations. As they expand into benefits, they can gradually move from technology provider to trusted benefits resource.
That creates a potential risk for brokers. When a payroll company becomes the employer’s primary contact for benefits administration, the broker’s role can become less visible and over time, that can put the BOR relationship at risk.
A specialized benefits administration partner can help prevent that shift.
Make Your Administration Partner an Extension of Your Team
Brokers don’t need to handle every administrative task themselves. In fact, partnering with a dedicated benefits administrator allows brokers to focus on what they do best, advising the client, managing benefits strategy and building the relationship.
HRPro works as an extension of the broker’s team, providing expertise and administration for services such as Payroll, HRIS, COBRA, FSA, HSA, HRA, Commuter benefits, LSA programs, and billing services.
The result is a clear division of responsibilities:
- Broker: Strategy, advice and client relationship
- HRPro: Benefits administration, service and technology
- Employer: A stronger, more complete benefits experience
Administration Is More Than an Operational Decision
Benefits administration isn’t simply about who pushed the paper. It determines who has ongoing contact with the employer and its employees, and who becomes associated with solving benefits problems.
That’s why choosing an administrator is also a relationship decision.
The right partner reinforces the broker’s position as the trusted advisor rather than creating another potential competitor for the relationship.
Keep Yourself at the Center
For UBA brokers, partnering with HRPro provides dedicated benefits and payroll administration expertise while allowing the broker to remain the client’s primary strategic resource.
Our goal isn’t to compete with our broker partners. It’s to make you stronger.
When clients see their broker as the person who brings together the right expertise, technology and administration, the broker becomes even more valuable.
In today’s increasingly competitive HR technology marketplace, the right benefits administration partner doesn’t take you out of the conversation.
They help make sure you’re still the one leading it.
About HRPro
HRPro is a benefits and HR administration organization dedicated to simplifying the complex world of employee benefits for employers and their advisors. Founded in 1990 and headquartered in Royal Oak, Michigan, HRPro provides Payroll, HRIS COBRA, FSA, HSA, HRA, commuter, LSA and other benefits administration services. HRPro partners with brokers and employers to provide dedicated service, benefits expertise and technology while helping advisors maintain strong, long-term client relationships.
