The 40% You're Not Talking To
I was on the phone with a broker who lost a client after three years. The CFO's reason? "You only ever talk about the people on our major medical plan."
Turns out, the majority of their workforce felt invisible.
Here's what happened. The company had 200 employees. Only 120 were enrolled in major medical. The other 80? Some waived coverage, some were part-timers who weren't eligible. But they all showed up to work every day, doing jobs important enough that someone hired them to do it.
The broker never addressed them.
Where Brokers Get Stuck
We think our job is done once major medical is placed. Renewal is handled, compliance checked, plan designed. Move on to the next client.
But the employees who opted out or weren't eligible still need affordable access to care. They're not invisible to the business. They shouldn't be invisible to you either.
The full-timer who waived coverage because it’s too expensive. The part-timer working 28 hours a week? They're contributing to the company's success but have zero benefits.
These aren't edge cases. This is 30-40% of most workforces.
Why March Matters
Your clients are settled into Q1 right now. Budgets are set, plans are in motion, but there is still opportunity. This is the window where you can show up differently.
Instead of being the broker who only surfaces at renewal time to talk about rates, you could be the one helping them think about inclusion. Not as a buzzword, but as a practical strategy.
What if you presented a tiered offering that actually met different groups where they're at? Major medical for eligible full-timers. Worksite or supplemental options for everyone else. Minimum essential coverage where it makes sense.
You're not adding complexity. You're solving for the reality that every workforce has different needs.
The Organic Growth Opportunity
Growing your book with existing clients is easier than spending marketing dollars to chase new business. But it requires seeing the whole picture, not just the people already enrolled.
When you help a client include their entire workforce, you're not just adding products. You're becoming the broker they can't afford to lose.
If you're dealing with clients who have employees falling through the gaps, let's talk. We can help you think through what a tiered strategy looks like in practice.
Reach out if you want to explore options.
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