BIP Spring 2025

DOCUMENTARY CHALLENGES THE TRADITIONAL BENEFITS MODEL Part of reshaping the way benefits work is telling the story of how they don’t. Donovan and Chelsea Ryckis, along with benefit advisors and business leaders from across the country, are producers on a documentary screened at Capitol Conference. It's Not Personal, It's Just Healthcare exposes misaligned incentives, hidden costs and systemic inefficiencies plaguing employer sponsored healthcare. "One of the biggest challenges we faced as a smaller agency is credibility. This was a problem when we got started and struggled to find our messaging," says Donovan. "We overcame it by committing ourselves to the industry by attending NABIP conferences and contributing our thoughts, actions — and also our missteps — to our peers. The documentary was a great way to do that." The film features stakeholders who have experienced firsthand how traditional benefits models fail employers and employees alike. "The biggest lie in healthcare is that you can’t control costs," Donovan adds. "We wanted to show that change is already happening." The documentary has sparked strong reactions. "People are either really intrigued or really angry," Chelsea says. "There’s no in-between, which tells us we’re hitting on something important." They aim to get the film in front of as many decision-makers as possible, creating a ripple effect that could shift how businesses approach employee benefits. "We’ve spent years trying to educate one employer at a time," Chelsea says. "This documentary allows us to reach thousands at once."

"The best benefits plan isn’t about cost savings — it’s about making sure employees actually use and value what’s available to them," Chelsea says. outcomes and employee experiences. "If something can be done better, it should be," Chelsea says. Adds Donovan, "We’re here to challenge outdated practices and create meaningful change for employers and employees alike.” “ We don’t just come in and overhaul a plan. We educate employers on why the traditional model is failing them and show them a better way. Donovan says, "Once you get educated, the lights turn on, and you realize all the ways you can better serve your clients. The industry is too focused on selling products, but if you flip the model and focus on outcomes, everything changes." The Ryckises continue to push forward with new strategies that improve both financial

Spring 2025 bip magazine 29