The broker-client relationship is constantly evolving, and brokers wanting to offer superior services need to take time to understand the current challenges facing employers. Zywave’s annual Broker Services Survey – completed by nearly 900 respondents from organizations of all sizes across the United States – reveals the critical truth of the escalating risk trajectory: clients rely on their brokers for guidance and now demand more timely and effective service than ever before.
Compliance burdens are intensifying, new risks are emerging, budgets are shrinking and timelines are tightening. All of this is putting additional pressure on employers, and they are increasingly looking to brokers to step into the role of advisor.
The big takeaway? Brokers are no longer intermediaries – they’re lifelines.
What Are Clients’ Biggest Business Challenges?
This year’s survey revealed a shift in employer priorities from concerns around employee attraction and retention to a focus on cost and compliance.
When asked to select their top three employee benefits challenges, participants identified the following:
- Offering a competitive benefits package while managing rising health care costs
- Helping employees understand and utilize their benefits
- Staying compliant with evolving federal and state laws
The commercial space also indicated a focus on cost and affordability. The top three commercial challenges were identified as:
- Affording adequate insurance coverage
- Understanding the level of coverage that your organization needs
- Understanding what is and is not covered by your organization’s current policies
To navigate these complex and ever-changing issues, employers are increasingly looking to brokers. They don’t just want insurance. They want a trusted advisor who can cut through the complexity and safeguard their business.
Why This Matters for Retention and Growth
When selecting a broker, employers ranked two factors above all else:
- Prompt, effective service – 74% of respondents cited this is as the more important criteria, up from 57% in last year’s Broker Services Survey.
- Acting as a trusted advisor, not just a salesperson – 69% of respondents indicated this was their second most important criteria, up from 53% last year.
Overall, 87% of respondents were either satisfied or very satisfied with their broker. That’s good news, but brokers need to make sure they don’t become complacent by keeping in mind that client satisfaction is likely a strong indicator that resources – such as Zywave’s Content Cloud, HR Hotline, Client Portal, and more – are helping fuel confidence.
In fact, 84% of respondents indicated that they are looking for contact from their broker at least monthly with nearly half of that number preferring weekly outreach. Disappearing between renewals means leaving the door wide open for competitors, but brokers can increase their outreach by utilizing Zywave’s Performance Multiplier portfolio to strengthen client relationships without suffering a loss in efficiency.
What Brokers Should Do Now
The 2025 Broker Services Survey makes it clear that brokers play a pivotal role in helping employers navigate challenges and they are actively seeking meaningful support by turning to brokers for solutions and strategic direction. Here’s what you can do now to succeed in this environment:
- Audit your communication cadence – If you’re not touching base at least monthly with high-value updates or resources, you’re falling behind.
- Lead with expertise – Staying ahead of regulatory changes will differentiate you fast.
- Bring cost-containment strategies to the table – Rising costs aren’t going away, so show employers proactive solutions.
The brokers who thrive will be those who combine industry expertise with relentless client service. The survey data isn’t just a snapshot – it’s a warning. The risk trajectory is steepening, and those who can’t keep pace will get left behind.
Want the full breakdown? Download the complete 2025 Broker Services Survey and see exactly what your clients expect from you.