For decades, carriers have relied on brokers as their frontline salesforce. But the dynamics of that relationship are shifting. In an era of growing competition, digital transformation, and rising client expectations, brokers are no longer satisfied with carriers who merely respond—they’re seeking partners who elevate their value.
Here’s the hard truth: being fast, accurate, and service-minded isn’t enough anymore. If carriers want to maintain broker loyalty, win new business, and grow distribution, they must start acting less like vendors and more like strategic allies.
Carriers have long believed that timely renewals, accurate quoting, and responsive account teams are the core of broker satisfaction. And while those are necessary, they are no longer differentiators—they’re table stakes.
According to McKinsey, 70% of B2B buyers now expect more consultative, personalized support from their vendors—not just transactional service¹.
In other words, brokers want more than delivery—they want insight. Carriers who can help brokers look good, work smarter, and close deals faster will rise to the top.
Top-performing brokers aren’t just comparing networks or rates—they’re evaluating which carriers actively help them grow. Their questions sound like this:
Can I use their resources to differentiate my service in competitive RFPs?
Will they help me educate clients and employees during open enrollment?
Do they make my job easier—or harder?
And if the answer is no? They move on.
Here’s where carriers often intend to be helpful—but fall short in execution:
Most carriers offer templated PDFs or one-size-fits-all flyers. But brokers are being asked for modern, mobile-friendly, customized communications—especially for open enrollment. That’s where generic handouts just don’t cut it.
Over 80% of employees don’t read the benefits materials they receive². When carriers don’t provide brokers with digital tools to engage employees, it results in poor plan comprehension and low perceived value.
Carriers sit on a goldmine of data, but rarely share insights about utilization trends, gaps in care, or plan performance. Without those insights, brokers can’t consult effectively.
So what does it actually look like when a carrier shows up as a strategic partner?
Here’s what leading brokers are looking for:
Give brokers white-labeled educational materials they can deploy across clients—mobile-friendly, multilingual, and designed to look like their own.
Provide digital platforms that let brokers launch custom open enrollment hubs, track engagement, and update content without chasing down PDFs.
Offer anonymized, high-level plan usage data to help brokers spot client needs and guide smarter renewals.
Support brokers with easier file sharing, real-time status tracking, and smart enrollment documentation to cut down admin drag.
That’s exactly where Brite comes in. Carriers who partner with Brite give their brokers more than just a plan—they give them a scalable platform to educate, engage, and deliver benefits communication with ease.
Equip every broker with a customizable benefits education builder—so they can create polished, client-branded experiences in hours, not weeks.
Let brokers ditch the paper PDFs and launch digital open enrollment hubs that work on any device, in multiple languages, with video, FAQs, and real-time updates.
Track guide views, video engagement, and page activity—so brokers can show ROI to their clients, and carriers can identify high-performing partners.
Carriers power the platform, but brokers stay front and center—protecting your brand from overstepping while boosting your value.
If you’re a carrier still measuring success by Net Promoter Score or ticket resolution time, it’s time to level up.
The carriers that brokers talk about—and stay loyal to—are the ones that help them:
Look more professional
Work more efficiently
Win more clients
Being that kind of partner doesn’t require reinventing your product. It means reimagining your support model—and giving brokers the tools they need to thrive.
That’s what Brite helps you deliver.
McKinsey & Company. “The new B2B growth equation.” 2022.
International Foundation of Employee Benefit Plans (IFEBP). “Employee Benefits Survey.” 2023.
LIMRA. “The Evolving Role of the Broker.” 2023.