BIP Summer 2025

SUMMER 2025

+ BROKER VOICES:

Official magazine of NABIP

RUBY ULLOA ON ADVOCACY, IDENTITY AND IMPACT

RACING AHEAD Susan Rider sets the pace as NABIP’s new president. + WORKPLACE MENOPAUSE SUPPORT MOVES FROM

STIGMA TO STRATEGY

SUMMER 2025

Official magazine of NABIP

NABIP Shaping the future of healthcare

Volume 72 No.2

EDITOR-IN-CHIEF Elizabeth Galentine elizabeth.galentine@contentovation.com

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Susan Rider’s calendar is full, but every role she takes on reflects a deeper mission: to grow, to lead and to help others rise with her. 32 Broker Voices: Ruby Ulloa A committed advocate, this NABIP Miami leader is working to advance equity and representation in the health insurance and employee benefits industry. 34 Hot Flashes, Cold Shoulders Why the workplace still isn’t ready for menopause — and what brokers can do to change that.

EDITORIAL & DESIGN ContentOvation with Therium Studio

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The opinions expressed in this magazine are not necessarily endorsed by NABIP nor does the magazine assume responsibility for statements made in advertisements or published articles. Send editorial submissions to: bip Editor, 999 E Street NW, Suite 400, Washington, D.C. 20004. bip (ISSN 2475-5826, publication no. 238660), 2025, volume 72, number 2 Published 4 times per year (Spring, Summer, Fall, Winter) by the National Association of Benefits and Insurance Professionals, 999 E Street NW, Suite 400, Washington, D.C., 20004. $25 annual subscription price is included in NABIP member dues. Periodical postage paid at Washington, D.C., and additional mailing offices.

On the cover: photography by Jonathon Chi

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inspiration

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It’s time to move forward boldly, intentionally, and prepared for what’s next.

02 LETTER FROM THE CEO

Charting NABIP’s future with purpose and vision.

04 LETTER FROM THE PRESIDENT Why it’s time to pick up the pace and Race Ahead. 06 NABIP IN ACTION On-the-ground wins and momentum; Helping consumers make confident choices. 14 INDUSTRY INNOVATION The whole-health value of dental plans; virtual care and smarter navigation.

18 PROFESSIONAL DEVELOPMENT Lessons from

Capitol Hill; how brokers can grow with PEO partners.

22 VOICES

What your clients really want now; finding fresh relevance in the benefits space; voluntary benefits, reimagined and reframed.

action 42 HEALTHCARE IS LOCAL

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46 ONGOING

EDUCATION How REBC credentials have immediately helped two members.

NABIP’s Utah chapter keeps raising the bar and forming connections.

48 ENGAGEMENT Next-gen NABIP leadership in action. 52 THE MIDDLE MAN Melissa D. Hall raises her voice to move the industry forward.

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Letter from the CEO

NABIP leads through change

As we enter the midpoint of the year and a time of transition for many of our chapters, I’m reflecting on how far we’ve come — and how critical it is that we keep racing ahead. With incoming chapter leaders taking the reins, our new president, Susan Rider, stepping into her national role, and significant shifts happening across the healthcare landscape, we are in a moment that demands both pace and purpose. Susan’s “Racing Ahead” theme couldn’t be more fitting. This is a time to align around momentum, inclusivity and forward thinking leadership. Whether it’s across demographics, geographies or markets, our members must feel seen and heard — and be equipped to lead. This issue of bip explores several powerful themes shaping our profession. From in-depth conversa tions on menopause in the workplace to our ongoing Broker Voices series spotlighting Ruby Ullola, these

stories reflect the evolving needs of our workforce and the expand ing scope of our advocacy. Half of NABIP’s membership are women, many navigating menopause in real time. By breaking stigmas and encouraging open dialogue, we position ourselves as champions of comprehensive, people-centered care. These are the kinds of conversa tions employers need us to lead. On the national stage, we’re also adapting to change. The Trump administration is focused on cost containment and efficiency and is considering proposals that could impact healthcare consumers. At the same time, we’re seeing private market proposals deprioritize broker tools, creating real access barriers for consumers. These actions remind us how essential brokers and agents are. Brokers facilitate more than 80% of marketplace enrollments. We are not a convenience — we are a necessity. As we work with policymakers and respond to the needs of our mem bers, we’re focused on solutions: driving healthcare literacy, advancing equity in access and championing tools that help members do more with less. Our response to Sen. Wyden’s (D-Ore.) proposed penalties on agents and brokers — over 5,200 comments strong — demonstrates the power of our grassroots advocacy. And our work with thought leaders, including experts in food-as-medicine and women’s health, reflects our readiness to embrace innovation that goes beyond the traditional. This is not just a time for staying the course. It’s a time to get clear, get intentional and get results. If we want to be the net that catches people when systems fail, we must stay ahead of the curve and keep each other lifted along the way.

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Step into this moment with purpose — engage your chapter, voices and champion solutions that move us forward. amplify diverse

We are not a convenience — we are a necessity.

”

Jessica Brooks-Woods CEO, NABIP

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Letter from the President

Racing ahead: your voice, your future, our journey together

As I step into this role as your president, I’m filled with gratitude, optimism and energy. It’s an honor to lead an organization that means so much to me — and to all of you. Our new theme, Racing Ahead: Your Voice, Your Future, Our Journey Together, builds on the momentum set by Alycia Riedl’s Future Forward vision. She inspired us to look ahead, innovate and embrace what’s next. Now, we pick up speed, advancing as a unified force and ensuring every member’s voice is part of the conversation. While on the Board of Trustees, I’ve had the privilege of traveling across the country, attending events that showcase the vibrancy and strength of our community. NABIP members are engaged, passionate and eager to grow. The enthusiasm is contagious. This year, we’re putting renewed focus on

elevating personal and professional development. Whether you’re a Medicare expert, an individual market strategist or focused on the group market, there will be opportunities designed to meet your unique needs. Lifelong learning is a core value that ensures we’re ready to serve with excellence, ethics and expertise. And as we race ahead, we must remember that our ability to shape the future also depends on advocacy. That’s why contributing to the NABIP PAC is so important. I know that talking about money can feel uncomfortable, but I want to share something personal: I started with $10 a month. Over the years, I’ve increased my contribution because I believe in what we’re doing. Every dollar matters. Every voice counts. It’s not about how much — it’s about being part of something bigger than yourself. If we all show up, even in small ways, our collective impact is tremendous. As your president, I’m guided by the principles of The Leadership Challenge — modeling the way, inspiring a shared vision, challenging the process, enabling others to act and encouraging the heart. These values remind me that leadership is about relationships, trust and the power of people who believe in something bigger than themselves. Here’s to a year of impact, growth and shared success. Let’s race ahead — together.

Learn more about how to contribute to NABIP PAC and how your contributions amplify our mission

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I invite each of you to be part of this journey. Share your voice. Lean into the opportunities ahead. Support one another. Push boundaries.

by visiting nabippac. nabip.org/.

”

Susan Rider President, NABIP

4 bip magazine Summer 2025

NABIP in Action

• ICHRA Certification offers compliance and

implementation tools for the modern benefits landscape. • Coming in July: Fiduciary Certification will position NABIP as a national leader in fiduciary education. Medicare Certification update The course, paused in early June for annual updates, relaunched June 23. • Accepted by 50+ national and regional carriers. • Medicare Certification revenue grew from $60,000 in 2022 to nearly $150,000 in 2024. cybersecurity series continues to drive strong engagement and deliver added value to members. Agency Growth Accelerator Workshop series, are fueling new course development and enhanced member benefits. Event and industry presence • NABIP had a strong presence at the Medicarians conference, with more than • Expanded partnerships, including Andy Neary’s Webinar revenue and engagement • NABIP’s growing

Broker-focused results define

NABIP is redefining how the broker voice is heard, with impact felt from the halls of Congress to the frontlines of client education. By Kelly Loussedes At NABIP, our unwavering commitment to strengthening the health insurance and employee benefits industry continues to fuel our momentum. In Q1 2025, NABIP drove substantial progress across our core key performance indicators: • Operational excellence — enhancing internal systems and member experiences. • Financial vitality — aligning strategic initiatives with sustainable growth. • Influence & impact — expanding advocacy and public awareness. Q1 success

PROFESSIONAL DEVELOPMENT AND EDUCATION The Online Learning Institute NABIP’s revamped Online Learning Institute has become a dynamic driver of member engagement and revenue growth. Through nabiptraining. org, our updated learning management system, we are equipping brokers with the tools and knowledge to thrive in a fast-changing industry. Key launches: • DC Health Link Training marks NABIP’s first partnership on the new LMS. • Q4i Sales Training Series,

20 members as speakers across a wide range of sessions, and welcomed

nearly 100 new members as a direct result. Additionally, the NABIP-hosted chapter event sold out within minutes. • Jessica Brooks-Woods

recognized with a YOU Powered industry award.

a cutting-edge program, empowers brokers with advanced sales, marketing and growth tactics.

• NABIP led the pre-conference workshop at the BenefitsPRO Broker Expo.

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GOVERNMENT RELATIONS AND ADVOCACY Capitol Conference • More than 700 attendees gathered in Washington, D.C., for Capitol Conference 2025, marking the event’s highest turnout in recent history. • The event achieved record breaking sponsorship and exhibitor revenue, reflecting strong industry support and engagement. • We surpassed 2024 numbers in every measurable category, including first-time attendee participation, media coverage and post-event survey satisfaction scores. • Programming featured high-profile speakers, timely breakout sessions and advocacy-focused training, helping prepare members to meet with lawmakers and elevate their policy influence. Influencer engagement NABIP strengthened our presence among key healthcare policy influencers through targeted meetings with The Commonwealth Fund, MedPAC, The Urban Institute, Paragon Health and the Better Medicare Alliance. At these meetings, NABIP: • Presented findings from nearly 12,000 agent and beneficiary surveys, offering firsthand perspectives on the vital role brokers play in the healthcare ecosystem. • Addressed and corrected widespread misconceptions

Surpassed 2024 numbers in every measurable category, including first-time attendee participation, media coverage and post-event survey satisfaction scores.

• Showcased data demonstrating brokers’ positive influence on consumer satisfaction, plan selection accuracy and continuity of care. These engagements helped position NABIP as a go-to resource for policymakers seeking real-world insight into healthcare delivery and regulation. Working Group policy papers • Individual market: Released a policy paper calling on CMS to address fraud, waste and abuse in the ACA Marketplace, warning that record enrollments hide growing oversight failures. • Employer-based market: Submitted a strong response to DOL’s FAQ 8 on gag clause compliance under the CAA, urging clearer rules to improve data access, boost transparency and hold service providers accountable. Joint association letter NABIP co-authored a joint letter with other national agent groups urging Medicare reforms, backed by data and member stories to reinforce our unified support for agent led assistance.

legislators on PBM reform, birthday rule and more. • 2 state comment letters submitted on out-of-network reimbursement and provider networks. NABIP’s advocacy led to a major legislative win with the signing of HB 2375 in Virginia — marking the first passage of a piece of the drug pricing transparency model legislation developed by NABIP’s Task Force to Lower Prescription Drug Costs. The new law establishes common-sense transparency and accountability standards for PSAOs.

Questions, comments or concerns? Reach out to NABIP’s Office of Strategy and Innovation at any time by accessing our Instant Answers tool via NABIP. org or https:// form.fillout. com/t/tQKe bXXruxus

Region

2025 Q1 $3,390.00 $13,324.00 $27,994.50 $19,640.50 $26,106.50 $31,497.26 $27,048.00

1 2 3 4 5 6 7 8

$49,791.50 no region $9,244.00 Total $208,036.26

PAC update • Total number of donors for Q1: 951. • Individuals from 131 chapters made contributions. • 30 chapters have given to the admin fund this year, totaling $27,860.00.

about the broker community’s impact and role in Medicare education and enrollment.

State-level highlights • 240 messages sent to state

Summer 2025 bip magazine 7

NABIP in Action

COMMUNICATIONS, PR AND MARKETING Email metrics • Achieved a 6% increase in open rates compared to Q1 2024, with an average open rate of 39% — well above the 34% industry benchmark. Social media metrics We’re excited to share strong growth across NABIP’s social media platforms — LinkedIn, Facebook, X and Instagram — when comparing the first quarter of 2025 to the same period in 2024: • 195% increase in total posts,

MEMBERSHIP

NABIP welcomed 746 new members in Q1, including 305 in March — the best March since 2017. • Retention is up 0.98% since January 1. • 21 new agencies, 1 corporate partner, 1 corporate member added.

• 25 chapters approved to offer $50 membership discounts for new member events in Q1. • Translated 4 surveys and 12 flyers into Spanish to broaden engagement and better serve Spanish-speaking communities.

NABIP welcomed 746 new members in Q1, including 305 in March — the best March since 2017.

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21.2% increase in impressions, meaning our content is reaching more people than ever before.

reflecting our expanded efforts to keep members informed and engaged. • 16.4% increase in followers, showing steady community growth and increased visibility. • 21.2% increase in impressions, meaning our content is reaching more people than ever before. Public relations highlights • Issued 12 press releases and secured hundreds of earned media placements across trade and national outlets. • Published the Spring edition of bip , featuring timely insights on AI in healthcare, industry thought leadership and member success stories.

• Published a high-profile Medicare editorial in Real Clear Health , reaching policymakers and healthcare stakeholders. Brokers Making a Difference campaign We continue to promote our Brokers Making a Difference campaign, emphasizing the vital role brokers play in supporting healthcare consumers. Key highlights include: • Collected over 12,000 agent and beneficiary surveys — with more to come in time for

the Annual Convention. • Activated an 8-week social media campaign promoting brokers as healthcare superheroes, reinforcing their role as trusted guides and healthcare advocates. • Deployed a comprehensive toolkit featuring state-specific booklets, customizable social media assets, infographics, video stories and broker testimonials. • Leveraged real stories and data to open doors with lawmakers, regulators and national media.

NABIP in Action

1 Who really pays? don’t pay our medical bills — employers and employees do,” Kuhni writes. Banning copay accumulators shifts more financial burden onto them. 2 Coupons break the pricing model By bypassing deductibles, coupons distort actuarial assumptions. Plans priced for higher member cost sharing end up behaving like richer plans, forcing insurers to raise premiums. 3 Premiums aren’t arbitrary Health plans are priced based on expected medical utilization, not insurer whims. Banning accumulators undermines the accuracy of this pricing structure. 4 Artificial demand & gaming risk Coupons eliminate price sensitivity, discourage biosimilar usage and can incentivize members and brokers to “game the system” by leveraging low-premium plans with coupon-backed care. 5 Wider economic harm As lower-cost plans become more expensive, small businesses may drop coverage entirely, pushing more people into the uninsured pool. THE PROBLEM WITH COPAY ACCUMULATOR BANS “Insurance companies

A growing fight against accumulator bills Utah member’s white paper is helping reshape the national conversation on copay accumulator bans.

What started as a local policy tool to improve understanding of a complicated healthcare and insurance issue has rippled across the country. In Utah, NABIP member Erick Kuhni’s white paper on pharmacy copay accumulator programs has helped stall legislation that many believe could fundamentally distort the

insurance market — and it’s now being used in NABIP advocacy efforts in at least 10 other states. The document, initially written with the purpose of educating Utah legislators and NABIP-Utah members, offers an explanation of why accumulator restrictions — often framed as patient protections — can ultimately increase costs,

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10 bip magazine Summer 2025

reduce plan choices and harm consumers. As a broker, economist, and founder of Benefit Sculptor, Kuhni has long been focused on the multitude of factors that drive costs within the health insurance market. But it wasn’t until Utah faced repeated legislative attempts to outlaw accumulator programs that he began modeling the consequences in detail. Copay accumulator programs were created in response to a workaround popularized by drug manufacturers. Facing rising out-of-pocket costs, many patients began relying on manufacturer coupons to cover their deductibles. Insurers, however, saw this practice as a way of bypassing

plan design — making low premium, high-deductible plans function like rich coverage with none of the cost-sharing accountability. “Coupons were turning bronze plans into silver or gold plans,” Kuhni says. “That fundamentally breaks actuarial assumptions, and premiums have to adjust accordingly.” The result? A white paper filled with data models, charts and plain-English explanations of how accumulator bans distort both health plan pricing and consumer behavior. After Utah’s accumulator bill failed in its fourth consecutive year — thanks in large part to coordinated advocacy fueled by Kuhni’s white paper — NABIP national took notice.

Soon after, word came from CEO Jessica Brooks-Woods that the document had made its way into other states’ hands, helping support similar advocacy across the country. Nicole Kuhni, Erick’s wife and the outgoing NABIP Utah president, helped lead the distribution effort in Utah. Together, they sent the paper to over 2,500 clients, legislators and business leaders. “We were literally on the steps of the Library of Congress during CapCon when we got the call,” Nicole recalls. “Erick’s paper squashed the bill.” With more states likely to face similar legislation in the coming year, Kuhni’s work is positioned to remain a critical tool in NABIP’s advocacy arsenal.

TIP: Kuhni suggests redirecting copay assistance funds toward premium or cost-sharing subsidies — or, more radically: “Drug companies … could … just charge less.”

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NABIP in Action

NABIP Foundation champions healthcare literacy through Marshall Allen Project

The NABIP Foundation is supporting healthcare literacy through a developing partnership with the Marshall Allen Project, an initiative focused on helping consumers navigate and understand the healthcare system. “This has been a long time in the making,” says Eugene Starks, chair of the NABIP Foundation. Conversations began at the 2023 Health Rosetta Conference in Washington, D.C., where NABIP leaders first met with Marshall Allen and his team. Following Allen’s death in 2024, the Marshall Allen Project became a foundation to continue the legacy of the investigative journalist, whose work centered on helping individuals resolve confusing and often unjust medical billing issues. “Marshall did a great job identifying the pain points for consumers,” Starks says. “His unique focus was always from the consumer perspective, and that’s something we recognized and appreciated.” The NABIP Foundation became one of the first sponsors of the project, approving a $5,000 contribution to help launch the initiative.

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“It was important to us to advance his mission and vision, because they align so closely with those of the NABIP Foundation,” Starks adds. “This is about more than supporting members — it’s about helping consumers directly.” Resources from the Marshall Allen Project, including AI-powered tools that replicate Allen’s guidance using his voice and approach, are being linked through the NABIP Foundation’s website. “These tools are amazing,” Starks says. “You can go on and ask, for example, how to resolve a hospital balance bill.” The collaboration also ties into NABIP’s Healthcare Bill of Rights, which outlines core principles like access, transparency and consumer education. “This project is a natural extension of that effort,” says Starks. Members will soon be able to contribute to the project directly through the NABIP Foundation website or the Marshall Allen Project site. “The more support we get from the membership,” says Starks, “the more we can invest in resources that serve both clients and their employees.”

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Industry Innovation

The hidden lever in health cost strategy

Rising premiums and deferred care are prompting brokers to connect oral health to overall health, reshaping how clients view dental benefits.

Dental premiums have surged nearly 30% over the last two decades, with the dental consumer price index now outpacing general medical inflation, according to the 2024 Ameritas Dental Insurance Market Report. Yet dental care is often overlooked. In 2022, 12.7% of Americans delayed necessary dental care due to cost, more than double the rate for medical care, according to ADA and Kaiser Family Foundation data. This disconnect between rising costs and reduced usage is prompting brokers and consultants to reconsider how dental fits into broader health strategies. Deferring dental care contributes to worsening chronic conditions, lower employee productivity and, ultimately, higher long-term costs for employers. Data show that individuals with chronic conditions who receive regular dental care can reduce their total medical spending by thousands of dollars annually, up to $11,186 less for members with coronary artery disease, and $2,745 less for members with diabetes who had at least one cleaning per year, according to an Artemis Health analysis. Jake Bendler, division vice president, national accounts and

national partners at Ameritas, emphasizes how brokers can reframe dental not as a siloed benefit, but as a tool to support medical cost savings and overall employee health. “There’s a huge correlation between periodontal disease and overall health,” he says. “Unless

we have those affirmative connections with oral health to overall health — and unless it’s related to both impact and cost reduction — you’re missing a piece of the picture.” Melissa Raley, a financial representative at Principal, echoed that point from her

Highlight both health outcomes and cost savings when positioning dental — clients need to see the full value.

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We’ve known for decades that oral care impacts medical outcomes, but that connection hasn’t been translated effectively into

experience working with small to mid-sized businesses. “I just feel like you get a little more for your money with the right dental policy,” she says. “It’s not just about the benefit. It’s about the back-office support, the service, how easy it is for people to use.” For employers, providing dental coverage is often seen as table stakes. According to the Ameritas report, 90% of small firms and 94% of large firms that offer health benefits also offer dental. But a growing number are recognizing that plan design, not just availability, matters more than ever. Raley shared an example from her own household that how the dental policy processed as a secondary plan was totally different than other carriers I’ve dealt with,” she says. “It seems like there’s less red tape, more human interaction, which makes a big difference in the experience and out-of-pocket expenses.” To design plans that meet today’s demands, Ameritas data suggests consultants should factor in group demographics, expected procedures by age and even risk tolerance when recommending funding structures. As Bendler puts it, “We’re a very small component of the employee benefits package … maybe five to six percent of the overall spend. So, unless we connect it to something bigger, we don’t get the time or attention. That’s where the oral to-overall health story becomes essential.” reinforced the operational differences between plans. “We’re a blended family, and my kids are in the process of getting Invisalign braces. Just seeing

Rethinking virtual care as a strategic advantage

cost savings. — Jake Bendler, Ameritas

”

Telehealth can help clients improve access, control costs and streamline care delivery. With employers continually looking for more innovative ways to control costs and improve healthcare access, virtual care is emerging as a foundational part of modern benefit strategies. Chelsea Steinmeyer, SVP, consultant relations at healthcare platform Transcarent, shares insights on how brokers and advisors can help clients incorporate telehealth offerings. Her perspective draws from experience helping organizations implement virtual primary care, care navigation and condition-specific virtual solutions. Q: Why is telehealth becoming more popular? A: Employers are grappling with rising healthcare costs and significant gaps in access. Many employees are skipping care due to long wait times or lack of a primary care physician. This leads to delayed diagnoses and unnecessary ER visits. Telehealth fills these gaps by making care available quickly, conveniently, and often at a lower cost. Q: What are the most common telehealth-related challenges? A: The biggest concern is employees not seeking care when they need it. With the average wait for

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Summer 2025 bip magazine 15

Industry Innovation

a primary care appointment around 26 days, people often give up and avoid care altogether. Q: Are there industries where telehealth is especially impactful? A: Telehealth adds value across many industries, but it’s particularly beneficial for workforces that are remote, mobile or operate outside of traditional schedules. Logistics, manufacturing and hybrid teams all benefit from access that isn’t tied to location or office hours. Ultimately, it’s about meeting people where they are. Q: How does the rise of modular virtual care affect how brokers should approach the employers can tailor virtual care to their needs. Some may only want virtual primary care, while others are ready to add services like musculoskeletal support, weight health, cancer care or even AI-enabled care navigation. The key is to understand the client’s cost drivers and pain points, then recommend targeted solutions that can scale over time. Q: What role does simplicity and speed play in making telehealth successful? A: A major barrier to care is friction — complicated processes, unclear coverage, or long waits. Today’s telehealth needs to be fast, available 24/7 and easy to access from a phone or app. That kind of immediacy is what employees expect. If it’s not simple, they won’t use it, and that diminishes the return on investment for the employer. topic with clients? A: Modular care means

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Professional Development

How to lead louder in a changing healthcare landscape Speakers at Capitol Conference 2025 shared guidance that empowers NABIP members to sharpen their voice, expand their impact and lead with confidence.

1 Rachel Strauss: and use your voice Dubbed a "health insurance influencer of the year," Rachel Strauss reminded attendees that influence isn’t reserved for social media stars. “Every single one of you, you are an influencer in some capacity,” she said. “Whether it’s showing benefit designs or strategy in healthcare, you are influencing a decision.” Strauss urged members to define their personal brand with intentionality. She recommended a simple but powerful Google Forms survey sent to people across your personal and professional Define your brand

NABIP’s 2025 Capitol Conference was grounded in legislative advocacy, but it was also rich with insight on how to lead, communicate and grow as a benefits and insurance professional. Here are just a few of the powerful takeaways from the event that drew more than 700 attendees to Washington, D.C.

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Johnson zeroed in on protecting the tax exclusion for employer-sponsored health insurance, noting its massive value and vulnerability. “It’s so, so important,” Johnson said. “The threats started to really percolate over the last year… and we’ve been busy on the advocacy front.” For brokers, the professional takeaway is this: Stay educated on your core issues and ready to speak about them when the moment comes. "Even if the threat doesn’t materialize this spring,” Johnson said, “this is always something to keep in the back of our minds.” 4 Chris Cillizza: Adapt or be forgotten Former CNN political reporter Chris Cillizza delivered an urgent message on the evolution of media and communication: adapt your approach or risk being ignored. “The disaggregation of mainstream media is huge,” he said. “Legacy media used to serve you one plate — like meatloaf, mashed potatoes, green beans. Now we live are — not just what you sell. — Rachel Strauss “ ” Your superpower is your brand. Use LinkedIn to show people who you really

circles, asking: What are three words you’d use to describe me? What’s my superpower? What do I need to improve? Once you know how others see you, you can begin showing up more clearly online and in person. “Your superpower is your brand,” Strauss said. “Use LinkedIn to show people who you really are — not just what you sell.” 2 Kevin Mayeux: Engagement is the cornerstone of influence In his keynote, the CEO of NAIFA (National Association of Insurance and Financial Advisors) emphasized that real leadership in this industry begins with showing up. “Being present, being in the game, being willing to take several days out of your incredibly busy schedules to come up here and advocate for the profession… is the right thing to do,” Mayeux said. He linked active participation to long-term credibility, especially in a time of shifting regulatory authority. “Choosing not to be engaged means you're going to get run over,” Mayeux said. “And we as a larger industry cannot afford to do that.” His message was clear: advocacy is professional development, and every time you speak up for your clients, you're also building your influence. 3 Katy Johnson: Be ready, stay visible As president of the American Benefits Council, Katy Johnson understands the intersection of policy and positioning. Her message to brokers? Stay prepared, even when your issue isn’t center stage.

in Vegas. You can get sushi at 2 a.m. You can get anything, anytime.” The implication for brokers: whether you’re talking to clients, policymakers or peers, how you deliver your message matters. “The power of one person’s voice, unfiltered, is greater than ever,” Cillizza said. His advice: use your platforms, tell your story and don’t wait for permission. 5 Glen Mulready: Be the local authority Oklahoma Insurance Commissioner Glen Mulready, a former broker himself, encouraged attendees to own their expertise — not just with clients, but with lawmakers, too. “You know your markets better than CMS does,” he said, referencing federal oversight gaps in Medicare Advantage and special enrollment. “When one of the major health systems goes out of network in Tulsa, maybe CMS sees one hospital. But they don't understand the impact. We do.” His message: brokers and agents are closest to the ground — and often the first to spot where policy needs adjusting. “We're the professionals. We can take care of folks,” he said. “Make sure your lawmakers know that.” Each speaker emphasized the same underlying message: NABIP members are not just intermediaries. You’re educators, connectors, advocates and leaders. And the stronger your voice — online, on the Hill and in your local community — the more impact you have. “Try telling your story,” said Strauss. “Watch what happens.”

TIP: Don’t wait for permission to lead. Whether posting online, talking to clients, or meeting with lawmakers, your voice shapes the future of this industry.

Summer 2025 bip magazine 19

Professional Development

Brokers are expected to guide clients through a broad array of benefits strategies, and that includes knowing when to bring up professional employer organizations. Whether or not a PEO is the right fit, it’s a conversation worth having early. According to Zac Mutrux, a certified business performance advisor at Insperity who is on the board of CAHIP Silicon Valley, proactively addressing PEOs can help brokers maintain influence, preserve trust and ensure they're part of the decision-making process. “Conversations around PEOs are going to happen with or without the broker,” says Mutrux. “If a client doesn’t know you can add value to the decision, they may move forward without you.”

When clients look at PEOs, here’s how brokers can stay involved

As PEO conversations become more common, brokers who address the option early can remain aligned with client needs and protect their role as a trusted advisor.

Rudzhan Nagiev / iStock

ipek yalaz / iStock

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If a client doesn’t know you can add value to that decision, they may move forward without you, and it might be too late to stay involved.

PEOs can appeal to employer groups facing challenges such as managing a multi-state workforce or lacking in-house HR infrastructure. For some clients, a PEO may serve as a transitional solution, particularly for startups or fast-growing organizations that aren’t yet ready to sponsor their own benefits plan. In those cases, brokers who remain connected can play a key role when it’s time to reassess and possibly transition out of a PEO arrangement. “Staying visible in that relationship allows the broker to provide guidance throughout,” Mutrux says. Engagement strategies Brokers are also engaging PEOs differently depending on their business model. Some view

PEOs as a referral opportunity for very small groups that don’t align with the broker’s core book. Others consider them a viable option for clients in industries where bundled HR and benefits administration is standard practice. In either case, Mutrux emphasizes that the key is to frame the option in the context of employers' goals. Multi-state coverage is another common driver of PEO conversations. Regulatory differences and carrier limitations — such as residency requirements or minimum participation thresholds—can be difficult to navigate with traditional group plans. PEOs may offer greater flexibility in these cases, such as enabling employees in different states to

access localized plans under a unified structure. Regardless of whether a client ultimately chooses to engage a PEO, Mutrux recommends brokers treat it like any other consulting conversation: as an opportunity to demonstrate expertise and maintain a trusted advisor role. That includes partnering with experienced PEO contacts who will keep the broker informed of key changes like renewals or shifts in the client’s needs.

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Voices

Why 2025’s OEP broke the rules — and what to learn from it When seniors don’t fully understand their plan changes by January 1, they’re far more likely to switch. By George Dippel

Ever since CMS reintroduced the Q1 MA Open Enrollment Period, Deft Research has no ticed that the OEP MA switch rate is strongly dependent on the previous AEP’s switch rate, and generally, OEP switching is 40% of what we saw in the AEP. If we see a 15% MA switch rate in the AEP, then the following OEP’s MA switch rate ought to be 40% of that, or around 6%.

we won’t see the level of Service Area Reductions and benefit cuts this October that we saw last October, which is what led to all of the disruption. There is hope that 2026 will be calmer for all stakeholders, but persistently high utilization and strained carrier finances may end up meaning that 2026 will look more like 2025. If that is the case, then what is the lesson that we can take from last AEP? As seen in Deft’s Medicare Member Onboarding Study, that lesson is that we need to help seniors understand their benefits ASAP during the AEP — don’t let them realize it after 1/1. MA seniors who learned about plan changes after 1/1 were four times more likely to end up being an OEP switcher than those who learned about plan changes before 1/1. And seniors who used an agent in the AEP were significantly more likely to find out about their plan changes before 1/1 than seniors who never worked with an agent. As agents help their clients understand their coverage chang es ASAP this fall, the more likely it is that they can take a much deserved vacation next OEP and not have to worry about their customers switching out.

have time to help them. With a record AEP switch rate of 23% in 2025, it was likely that this OEP would break the old switch record of 7%. After all, a 23% AEP MA switch rate multiplied by the 40% rule-of thumb factor yields an estimated OEP switch rate of 9%. How ever, this year’s OEP resulted in a whopping 15% MA switch rate. The 1.8 million termed members from last year put such a strain on the system that the 40% rule of thumb went out the window. Future implications Industry insiders are hopeful that the final MA rate notification that came from CMS means that George Dippel is Deft Research president and Integrity Marketing Group managing partner. His research expertise spans Medicare Advantage, MedSupp, Small Group, ACA, Uninsured, PBM and Part D.

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Agents burned the midnight oil last year helping beneficiaries, and they may need to do it again this year.

The reason OEP switching is related to AEP switching has to do with the fact that OEP switch ing is almost entirely a byproduct of AEP disruption. Whatever amount of disruption occurs to MA plans in the AEP will not all be realized or processed by December 7. Some seniors will not know what happened to their benefits, their costs or their access until they reach for their Medicare card in January. Others may know what happened, but overtaxed agents will ask them to sit tight until 1/1 when they will

22 bip magazine Summer 2025

Health Plans for your Clients’ Plans

For more than 50 years, AvMed has focused on keeping Floridians healthy .

- Individual, ICHRA and Group health plans - Long-term client relationships with well-known employers - 24/7 online wellness support resources for Members and clients

Visit AvMed.org/web/business/agents to learn more

AvMed complies with applicable federal civil rights laws and does not discriminate on the basis of race, color, national origin, sex, sexual orientation, gender, gender identity, disability, or age, in its programs and activities, including in admission or access to, or treatment or employment in, its programs and activities. 25-18399

Voices

Don’t let benefits billing undermine client trust Billing mistakes can quietly erode relationships. By Rick Hirsh

Employee benefit billing errors are a silent source of client friction. When issues appear, brokers and benefits managers are looked to for quick resolutions. Then, when billing systems face persistent challenges, it creates service delivery issues and impacts overall client satisfaction. Pain points include:

technology, employers can reduce repetitive manual work, gain insight into monthly spend and catch discrepancies early. Brokers can help clients recognize when their systems aren’t working and guide them to better solutions. Here’s what a better billing setup looks like: • Consolidated invoicing. Invoices are combined into a single, concise document. This gives HR and finance a clear view of what’s owed to carriers and when, while also enabling the outsourced vendor to man age payments accurately. • Automated audits. Recon ciliation software compares carrier invoices to enrollment data and flags discrepancies, like missed terminations or in correct rates. Identifying these issues early helps clients correct them before the next billing cycle, minimizing overbilling and preventing errors. • Cost allocation reports. Innovative billing tech auto mates reports, so teams can skip manual prep and focus on analysis and accurate general ledger coding. By recommending clients bring on an integrated consolidated billing platform, brokers help clients move from damage control to long-term savings, while framing themselves as advisors worth keeping.

Rick Hirsh, CEO of Beneration, brings 30+ years of leadership experience with a focus on technology and B2B services.

• lost time and revenue • deterioration of trust • limited differentiation, and more.

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• missed billing for new hires or dependents • COBRA coverage invoiced beyond 18 months • inaccurate billing rates • mismatch of plan types and coverages selected • carriers billing for clients who have terminated Clients assume billing is under control but without regular audits or reconciliation tools, problems often go undetected until year end reviews or renewal season. Then, it’s too late to recover lost dollars due to hard deadlines for reimbursement or adjustments. How to help Brokers are in a position to help clients resolve and prevent billing issues. By introducing billing consolidation and reconciliation

Too often, billing is treated as a background task and overlooked as a potential source of savings and trust.

Why errors are common Benefits billing sits at the intersec tion of HR, finance and insur ance carriers — and that’s where things often unravel. Invoices range from simple PDFs to mas sive data files. Some carriers send files via email and others via web portals, while invoice due dates are rarely aligned. What should be a routine monthly task turns into a messy back-and-forth between HR and finance. That disconnect creates room for error. Common issues include:

24 bip magazine Summer 2025

Parents are showing up — but are they really there? The hidden crisis of parental presenteeism at work. By Eric Silverman

Ever roll into work running on fumes because your kid was up all night? A teething toddler. A stressed-out teenager. Either way, you made it to the office — but let’s be real: you weren’t really there. That’s presenteeism. If you’re not talking about it with your employer clients, you’re missing a productivity drain hid ing in plain sight. Presenteeism is showing up when your brain’s checked out — stressed, dis tracted and exhausted from the storm brewing at home. Parents make up around 60% of the workforce, accord ing to the Bureau of Labor Statistics, and they’re carrying this invisible weight with them into every meeting, every email, every decision. Here’s the kicker: accord ing to Harvard Business Review , studies show that presenteeism costs U.S. businesses up to $250 billion a year. And unlike absen teeism, you can’t measure it in PTO or sick days. It’s stealthier. But more damaging long-term. Support the whole person In many workplace cultures, being present still matters more than actually performing well. That mindset needs to go the way of fax machines and casual Fridays. So, what’s the fix? Sure, flexible schedules and gener

hard part is over. In fact, it’s usually just starting. Without real-time support, the stress turns into burnout, which in turn leads to turnover.

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It’s not about offering more days off. It’s about giving employees the tools to stay grounded when on the clock.

Eric Silverman owns Voluntary Disruption, a non-medical employee benefits technology, communications and engagement firm that serves advisors, brokers and consultants. ous leave policies are great. But they’re not enough. What work ing parents really need is some one who can help them solve problems in the moment. That’s where real-time parent ing support services come in — think 24/7 access to legit experts who can talk you through sleep issues, school struggles, behav ioral curveballs and the chaos of modern family life. It’s like hav ing a parenting coach. And when parents feel supported at home, they’re more focused and present at work, which means fewer mis takes, better decision-making and a healthier bottom line. If you want retention, start with relief. Returning from parental leave doesn’t mean the

Companies winning the tal ent war are treating people like people. They’re making it OK to ask for help. They’re redefining productivity as more than just be ing seen in a chair from 9 to 5. Want proof? Look at the Stanford Presenteeism Scale. It shows how targeted inter ventions, such as parenting support, measurably improve employee focus, mental clarity and effectiveness. This isn’t just a warm-and-fuzzy HR move. It’s a competitive advantage. Presenteeism doesn’t an nounce itself. It creeps in quietly — through tired eyes, missed deadlines and “just OK” perfor mance from your most valuable people. You want a loyal, focused, high-performing workforce? Start by helping them take care of what matters most when they’re off the clock. Because when par ents thrive, companies do, too.

Summer 2025 bip magazine 25