As benefits season is heating up, brokers are actively planning for 2025. They’re scouting vendors who offer real solutions to real problems, with data-backed insights guiding their decisions. At BenefitPitch, we track search activity from thousands of benefit professionals (over 20,000 users and counting!) to understand what’s trending. If you want to stay ahead, here’s what brokers will be looking for next year.
Leave Management: A Must-Have, Not a Perk
Leave management is no longer a secondary concern—it’s a major driver of employee satisfaction and retention. Search volume for leave management solutions has surged by over 65% in the past two years. Brokers are looking for vendors that provide: Comprehensive leave tracking and automation, compliance support for state and federal regulations, seamless integration with payroll and HRIS platforms.
Jessica Brooks Woods, CEO of the National Association of Benefits and Insurance Professionals, puts it simply: “Leave is a big area of focus for our employer members. There’s growing awareness of its impact on health and well-being.” If your solution helps employers manage complex leave policies while keeping employees happy, brokers will want to hear from you.
Childcare Services: Solving a Workforce Stability Problem
Brokers are increasingly fielding questions about childcare benefits. More companies recognize that the lack of reliable childcare forces employees—especially women—out of the workforce. The demand for employer-supported childcare solutions is climbing, making it a hot category on BenefitPitch.
“Employers that want to retain talent will need to think beyond just offering childcare—they will need to ensure access, affordability, and flexibility,” says Joel Wood, President/CEO of The Council of Insurance Agents & Brokers.
What does this mean for vendors? Solutions that offer backup care, childcare subsidies, or flexible dependent care spending will get brokers’ attention. If your product supports working parents and improves retention, now’s the time to highlight those features.
ICHRA: A Flexible Option with Challenges
Individual Coverage Health Reimbursement Arrangements (ICHRA) have been gaining attention, but adoption isn’t universal. BenefitPitch data shows a rise in searches, particularly among smaller employers looking for cost-effective alternatives to group health plans.
However, Ellen Kelsay, President & CEO of Business Group on Health, warns, “ICHRAs will continue to attract interest among smaller employers, but for large, multi-state organizations, the model introduces more complexity than it solves.”
For vendors, the key takeaway is that ICHRAs must be simple to administer. If your solution streamlines compliance and reduces administrative burdens, brokers will be interested.
Decision Support Tools: Making Benefits Less Confusing
The complexity of benefits plans overwhelms employees. Brokers are searching for decision support tools that simplify choices and improve benefits utilization. Searches for these solutions on BenefitPitch have surged, signaling that brokers want tools that provide employees with clear, guided decision-making.
Jessica Brooks Woods emphasizes, “Decision support needs reinvigoration. Employees need tools that integrate with healthcare systems and community resources to simplify access to benefits.”
AI-powered platforms that offer personalized recommendations are in demand. Vendors with user-friendly, intuitive experiences will stand out.
Financial Wellness: More Than Just Retirement Plans
Financial stress impacts productivity, and brokers are looking for solutions that help employees manage their money more effectively. BenefitPitch data shows a continued rise in searches for financial wellness tools beyond 401(k)s—think budgeting assistance, student loan support, and emergency savings programs.
“Improving affordability will continue to be a priority,” says Joel Wood. “Employers are exploring options like no-deductible plans and higher HSA contributions.”
The best financial wellness solutions offer immediate, tangible support. If your platform helps employees manage daily financial challenges, brokers will take notice.
Cardiometabolic Management: A Growing Priority
Chronic conditions like diabetes and hypertension are a major cost driver for employers. Vendors offering proactive, data-driven solutions for managing these conditions will be in high demand. BenefitPitch searches reflect a growing interest in digital medicine, real-time health tracking, and AI-driven care plans.
Dr. Kenny J. Cole, Medical Director at Ochsner Health, highlights the shift: “We’re moving from risk factor modification to proactive, data-driven care that removes barriers and improves outcomes.”
If your solution can demonstrate measurable improvements in health outcomes, brokers will see the value.
ACA Compliance: Brokers Need Easy Solutions
Regulatory changes keep brokers on their toes. With ongoing ACA updates, searches for compliance solutions remain high on BenefitPitch. Brokers need vendors that simplify reporting, prevent penalties, and ensure clients stay compliant.
“ACA premium subsidies may be on the chopping block this year,” warns Joel Wood. “The removal of those subsidies will create obstacles for enrollment and coverage support.”
Vendors who offer easy, automated compliance solutions will have a clear advantage.
What This Means for Vendors
Brokers are searching BenefitPitch every day for vendors that solve their clients’ biggest challenges. If you want to stand out in 2025, make sure your messaging aligns with these trends. Focus on solutions that simplify benefits, reduce costs, and improve employee well-being.