For years, brokers and benefits advisors have been asked to do more with less. Always more clients, compliance, enrollment support, education, and questions. And more complexity as models like ICHRA continue to grow.
What has not changed is the expectation that brokers remain responsive, knowledgeable, and available at the right moment. That is why agentic AI matters.
Unlike traditional automation, agentic AI does not just complete tasks. It can observe, decide, and act across workflows with minimal human intervention. For brokers, this represents a fundamental shift in how work gets done and where time is spent.
“AI is not a tool, it is not a technology. In our view, AI is a way of thinking, a new way of doing things,” shared Eugene Sayan, CEO of W3LL and Chairman of the HRA Council, during a recent conversation on The Healthcare AI Podcast.
Why Agentic AI Is Different From the Automation Brokers Know Today
Most brokers already use some form of automation like CRM reminders, enrollment workflows, and email triggers. While helpful, these tools are still reactive. They wait for input before taking action. Agentic AI works differently.
An agentic system can recognize patterns, anticipate next steps, and take action without being explicitly told to do so every time. In a benefits context, this means systems that can:
- Identify when a client is approaching a decision point and surface the right guidance
- Detect when a participant is likely to miss a step and prompt proactive outreach
- Adapt workflows based on plan design, funding model, or employer size
For brokers supporting ICHRA and other defined contribution models, this makes the difference. ICHRA introduces more variability and questions from clients. Static workflows struggle to keep up; agentic AI is designed for that variability.
What This Means for ICHRA and Defined Contribution
ICHRA already requires brokers to operate differently. Instead of managing one group plan, advisors are often guiding dozens or hundreds of individual coverage decisions.
“ICHRA is a way for employers to empower their employees by providing them a contribution, we call it a defined contribution, every month. And then employees are now empowered to decide which health plan they want that best fits their needs.” – Eugene Sayan
Some are transitioning from traditional group coverage and are frustrated by the loss of employer-led communication. Others are navigating the Individual market for the first time and feel overwhelmed by choice.
Instead of treating every participant the same, agentic systems can segment outreach, adjust guidance, and trigger support based on behavior, timing, and context. This is not about replacing brokers. It is about giving them leverage.
Why Brokers Should Pay Attention Now
AI has been part of the benefits conversation for years, but much of it has focused on surface-level efficiency. Faster data entry. Quicker responses. Cleaner workflows.
Agentic AI goes further. It changes how decisions are supported and how work flows across systems. From Eugene’s perspective, this is where the industry is heading. Agentic frameworks were part of W3LL’s thinking long before AI became a buzzword. The difference now is that the technology has caught up.
For brokers, waiting on the sidelines carries risk. As defined contribution models grow and participant expectations rise, advisors who rely on manual processes will feel the strain first. Those who embrace intelligent systems will be better positioned to scale without sacrificing service.
What to Look for in Agentic AI Tools
Not all AI is created equal, and not every “AI-powered” platform is truly agentic. Brokers evaluating new tools should look for systems that:
- Adapt workflows based on client and participant behavior
- Reduce manual follow-up rather than creating more alerts
- Support ICHRA and Individual coverage complexity out of the box
- Improve client experience without increasing workload
Agentic AI should feel less like another tool to manage and more like an extension of how you already work. The brokers who succeed next will not be the ones who work harder. They will be the ones who work with systems that can think and act alongside them.
Curious Where Agentic AI and ICHRA Are Headed?
Eugene will be at the HRA Council 2026 Foresight Forum this March. We highly recommend it for brokers and agencies who want to dig deeper into ICHRA strategy and what’s next. Register here and use code PARTNER for an exclusive discount from W3LL.
