A new golden age for employee benefits

Will group go-to-market finally enter the modern era?

The $1.5 trillion employee benefits market is entering a new era. Historically defined by complexity, manual processes, and stagnant innovation, the ecosystem is now on the verge of transformation. Data accessibility is improving, digital-native leaders are stepping up, and AI has finally reached a level of maturity that can untangle administrative and go-to-market challenges.

But this shift won’t happen automatically. To win in this new golden age, carriers, financial product companies, and brokers must reimagine how they market, sell, and deliver benefits — breaking down silos, elevating brand trust, and using technology with intention. This paper explores how leaders can seize this once-in-a-decade opportunity and modernize for growth.

In this paper we cover:

• The forces reshaping the benefits market: Why deeper digital integration, AI, and new leadership mindsets are creating real momentum.
• Making go-to-market technical and analytical: Why tomorrow’s marketers must blend analysis, data expertise, and systems thinking to thrive in a complex, regulated space.
• Breaking through the noise with brand trust: How carriers and brokers can differentiate beyond price and product.
• Using AI with intention: How leaders can drive efficiency without sacrificing clarity, empathy, or compliance.
• Removing friction across channels: Why streamlining complex, multi-layered distribution models will improve agility and reduce costs.

Access the paper for five bold moves benefits leaders must make to shape the next decade.