Employer Survey Reveals High Broker Satisfaction but Highlights Areas for Improvement

The 2024 Zywave Broker Services Survey shows evolving employer needs and challenges in employee benefits and commercial insurance.
By: | August 15, 2024
employer preferences for brokers

Nearly 86% of employers are satisfied or very satisfied with their insurance broker’s services, but there are several areas where employers are seeking more support from their brokers, particularly in navigating employee benefits and commercial insurance challenges, according to the 2024 Zywave Broker Services Survey.

“Today’s consumers are demanding, and insurance buyers are no exception,” said Patrick Noonan, vice president of content development for Zywave. “The encouraging news is the majority of survey respondents reported satisfaction with their broker’s services, meaning many brokers are meeting those high expectations. Of course, it’s still vital they stay informed of their clients’ evolving challenges and needs to maintain strong relationships and retention numbers.”

The Evolving Broker-Client Relationship

Insurance brokers have reason to celebrate, as nearly 86% of their clients reported being either satisfied or very satisfied with their services. This marks a significant improvement from the previous year, with the disappointment rate dropping to just 4% from 12% a year ago.

When it comes to selecting a broker, employers prioritize prompt, effective service and timely answers to questions (57%), followed by brokers who act as trusted advisors rather than insurance salespeople (52.67%). The ability to challenge or negotiate the renewal (47.86%) rounds out the top three criteria for employers, the survey showed. Interestingly, the importance of offering tailored products and services has dropped significantly from the previous year, falling from the top three prioerities to the eighth spot.

Communication frequency is another key factor in the broker-client relationship, Zywave found. Nearly 83% of respondents wanted to hear from their brokers weekly (38.83%) or monthly (44.15%) for information on certain insurance topics. This represents a shift from the previous year, where 31.51% of respondents sought daily information from their brokers, likely driven by the challenges posed by the COVID-19 pandemic, the report noted.

Navigating Employee Benefits Challenges

Survey respondents reported that their top employee benefit challenges in 2024 were mitigating health care costs, offering a competitive benefits package, and attracting and retaining employees. Managing health care costs continues to be a pressing concern for organizations, with employers frustrated by the limited options to address these rising costs. At the same time, employers are focusing on providing compelling benefits offerings to recruit, retain and support employees in a competitive labor market.

In 2024, employers’ top organizational challenges in health care cost mitigation revolved around educating employees to become better health care consumers, finding appropriate plan designs and navigating costly prescription drugs, according to the survey.

Many employers are taking traditional approaches like guiding employees to cost-effective care and improving health care literacy, with the goal of helping workers better understand the health care landscape and become wiser benefits consumers. However, some are also considering more drastic measures such as modifying health plan designs or altering funding approaches, the survey revealed.

To remain attractive to key talent and current employees, employers have focused on expanding offerings and considering expanded voluntary benefits and flexible benefits like professional development, wellness benefits and paid time off, per the survey. However, they are finding it difficult to keep up with pay demands, stay competitive amid rising health care costs and offer the flexibility employees desire.

Addressing Commercial Insurance Challenges

Understanding the level of coverage needed, affording insurance, and implementing effective risk management and employee safety strategies emerged as the top organizational challenges with commercial insurance in 2024, according to Zywave. As the commercial insurance space becomes increasingly complex, more employers are seeking guidance on understanding their policies and securing appropriate coverage levels to protect their organizations.

Employee safety took the top spot among employers’ risk management challenges, followed closely by cybersecurity concerns, which rose three spots since the 2021 employer survey, Zywave noted. With the increasing frequency and severity of cyberattacks, and cybercriminals leveraging advanced technologies, employers are turning to their brokers for resources to protect against attacks and educate employees about these threats.

To obtain the full survey, visit Zywave’s website. &

The R&I Editorial Team can be reached at [email protected].

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