BIP Spring 2025

the family’s healthcare decisions," Chelsea says. "It’s a small thing, but it makes a big difference." Challenging industry norms Starting Ethos required completely rethinking how a benefits agency should operate. "I didn’t have the advantage — or disadvantage — of understanding how a benefits agency traditionally worked," Donovan says. "I just started with, ‘What makes sense for the end user?’ and built from there." That approach led to some early challenges. "At the beginning, I felt like I was almost a conspiracy theorist," Chelsea says. "I’d walk into meetings and tell employers, ‘Everything you know is wrong,’ but

we quickly learned to meet them where they are and help them see there’s a better way." Resistance also came from competitors, who viewed their approach as disruptive. "It would have been easier to just play the same game as everyone else, but that’s not who we are," Donovan says. "We weren’t willing to compromise on what we believed was right for our clients." A major driver of Ethos’ success is its strong company culture. "Our No. 1 value is, ‘If something can be done better, it should be,’" Chelsea says. "That drives everything we do." Donovan adds, "We built dashboards that track every task, ensuring transparency and high standards of excellence. That level of accountability keeps our team at the top of their game." Recognition also plays a role in keeping employees engaged. "We do a ‘Weekly Wow’ where we recognize someone for aligning with our values," Chelsea says. "It’s not just about doing a great job but about exemplifying what we stand for as a company." Staying ahead The healthcare industry is constantly evolving, and Ethos Benefits stays ahead by anticipating changes before they become widespread concerns. "We’re always looking for ways to improve, whether it’s refining contract language or integrating data analytics," Donovan says. They also focus on compliance with emerging regulations. "We started focusing on fiduciary compliance with the Consolidated Appropriations Act (CAA) of 2021 early on, and now it feels like people are finally starting to catch up," Chelsea says. Their process-driven approach allows them to scale quickly while maintaining quality. "Everything we do, from hiring to plan design, is structured and modern," Chelsea says. Her advice to brokers is simple. "Don’t be afraid to spend money on conferences and training. The connections and insights you gain can solve problems you didn’t even know you had," she says. She also emphasizes the importance of team development. "Good culture and talent development are more important than people realize. A lot of agencies focus so much on revenue and client retention that they forget to invest in the people who make it all happen," she adds.

The industry is too focused on selling products, but if you flip the model and focus on outcomes, everything changes. “

28 bip magazine Spring 2025