Written by Marc Bryant, VP of Healthcare Solutions
Top Takeaways:
- ICHRA went mainstream. From skepticism to real-world adoption, brokers are seeing ICHRA as a flexible, future-ready solution.
- Disruption is survival. Legacy processes and loyalty to traditional carriers are being replaced by agile, tech-enabled strategies.
- The human element still matters. Even in an AI-driven world, trust, empathy, and education remain central to the broker-client relationship.
- It’s not just white glove or digital — it’s both. Success lies in finding the right balance between self-service tools and personalized support.
Another May, another BenefitsPro Broker Expo — and somehow it just keeps getting better (and no, it’s not just because it’s hosted at Encore Boston Harbor). This year’s event was a powerful reminder that disruption isn’t just a buzzword — it’s survival.
Sessions turned up the heat on the need for systemic change. The phrase “disrupt or be disrupted” was echoed by everyone. Speakers warned that legacy systems, bloated processes, and loyalty to traditional carriers are liabilities. Today’s innovators? They’re scrappy. Fast. Unafraid to rip and replace.
And yes, ICHRA came up — a lot.
A year ago, many brokers dismissed the model. But not anymore. Plans like Oscar are going all-in, and smaller vendors are leading the way with flexible tools and smarter employee experiences. Whether you’re a broker, advisor, health plan, or vendor, the message was loud and clear: change is not optional. The cost of standing still? Becoming irrelevant.
At W3LL, we’ve long believed ICHRA represents the future of employer-sponsored benefits. Turns out, the rest of the room is catching up.
It’s Not Just About Benefits — It’s About Well-Being
The Expo kicked off with a keynote from bestselling author Gretchen Rubin, who reminded us that happiness isn’t fluff — it’s foundational. She spoke about authenticity, self-awareness, and the dangers of “toxic positivity.” One line that stuck with me: to build a better world — whether in healthcare or just in life — you must start by taking care of yourself.
That means honest reflection, resisting social comparison, and building meaningful relationships. It also means finding your “three friends at work” and making sure the people you work with truly care about you. Because at the end of the day, people who are happier get more done and work better together.
Hacking the System for Good
One of my favorite moments came during the “Weathering the Storm” panel; Marlin Woods, Executive Coach at The Wood Plan, shared, “You’ll be here if you provide value by hacking the system for those you serve.”
That line hit hard. Our job isn’t just to show up with a menu of options. It’s to translate complexity into clarity. It’s to ask hard questions, challenge assumptions, and work shoulder to shoulder with our clients to build what’s next.
ICHRA Isn’t a Trend. It’s a Toolbox.
The ICHRA conversation this year was night and day compared to last year. I didn’t attend a single session where it wasn’t at least mentioned. Vendors like The Big Plan and Zorro hosted packed sessions focused on real-world applications — not just hypotheticals.
Brokers shared how they’re using ICHRA to win back lost business, simplify renewals, and help clients build more sustainable, flexible benefits strategies.
Justin Leader, President at BenefitsDNA, said, “A year ago, I thought the ICHRA model was poo. But it works for some clients! To keep providing meaningful services, we need to avoid the sin of certainty.”
And he’s right — ICHRA is a big, scary change for this market. It still has a long way to go. There was some chatter about health plans shaping their benefits to be more ICHRA-friendly, but I think we’re not quite there yet. First, brokers need to get the right-fit employees enrolled — and get them onto the Exchange. Once there’s demand and data behind what these ICHRA members actually need, then health plans will start to adapt — across-state coverage, proactive care incentives, and employer-specific plan design are all on the table.
Stability is key. Carey Gruenbaum, CEO and Founder of The Big Plan, shared his thoughts on the news rocking the ACA market, “Aetna exiting the market does not scare me. We have all seen carriers come and go, and come and go again.”
Some key takeaways:
- ICHRA allows for cost control without sacrificing plan choice.
- It plays nicely with Medicare and supports remote workforces.
- Success hinges on employee education and broker support.
- Flexibility is the feature — not the bug.
As Carey Gruenbaum put it, “ICHRA is a way to think outside the box — and show your clients that you’re not afraid to evolve.”
The Human Element Still Wins
Even in a sea of AI demos and automation hype, the best sessions reminded us that this is still a human business. “No matter how much AI gets shoved down our throat it is still a human business,” noted Justin Leader.
Coming from my tech-heavy perspective, where automation and member self-service are front and center, it was interesting to hear Third Party Administrator (TPAs) and benefits advisors emphasize white glove service — one-on-one calls, ongoing support, and personalized guidance to help employees navigate their health coverage.
But here’s the reality: the individual market forces members to take a more active role. There are just too many plans, too many states, too many options. Advisors supporting ICHRA may not be able to offer the same concierge experience they once did with traditional employer-sponsored coverage.
So how do we bridge that gap?
It’s not just white glove vs. self-service. The smart brokers and TPAs are going to start exploring the middle ground — especially if they want to succeed in the ICHRA space. Members are more tech-savvy. Health literacy still has a long way to go, but consumer expectations have evolved. It all comes down to preference — and how we collect and act on those preferences.
Some members still need one-on-one support. Others are willing to self-educate. The real opportunity? Making that education intuitive, accessible, and empowering.
Because here’s the thing: we’ve done almost nothing to prepare members aging out of traditional group coverage for the individual market. And that includes Medicare-eligible workers, especially as the baby boomer population continues to retire. Health plans aren’t stepping in to fill that gap — brokers and TPAs will need to.
The W3LL Way Forward
At W3LL, we’re proud to support brokers navigating this transformation. Whether it’s through smarter plan shopping tools, data-backed ICHRA strategies, or simplifying the member experience, we believe the right blend of tech and touch is how you win in 2025.
Here’s to breaking the status quo — and building something better in its place.
If you want to continue the conversation, the best place to reach me is LinkedIn!
