By Derek Nam, Analyst | January 2025

We all know point solutions are invaluable assets in every company’s toolkit, addressing specific employee issues. But in a crowded marketplace, standing out is tough. Even with a unique solution, your messages might get lost in HR professionals’ inboxes. We hear this often when we are introduced to a new point solution.  

Whether you’re a direct-to-consumer (D2C) solution breaking into B2B or an established point solution struggling to scale, you’re probably asking yourself: “How can I expand the reach of my solution quickly and effectively?” One way to achieve this could be by leveraging brokers.  

In the benefits world, brokers are the ultimate matchmakers.  They connect your solution with the right clients, potentially transforming your sales strategy. Using the broker sales channel could be the game-changer that makes your solution stand out and gain attention. 

Get targeted access and faster sales cycles 

When you partner with brokers you’re tapping into a goldmine of potential customers. Many of your target clients are already working with brokers. In fact, the global employee benefits broker market was valued at USD 43.01 billion in 2023 and is projected to grow at a CAGR of 5.5% from 2024 to 2030. Brokers understand client needs inside and out, making them experts at identifying employers who are ready for your solutions. 

This partnership can save you a bundle on marketing and sales costs. You won’t need to invest in a large internal sales force or related expenses. Brokers have already built strong relationships with clients, allowing you to connect quickly to your target audience. This means you can focus more on perfecting your solution and less on chasing down prospects. 

Boost your credibility and get educational support 

Brokers aren’t just salespeople – they are credibility boosters. Their endorsement lends serious legitimacy to your offering. A survey by Optavise found that 60% of brokers say employers rely on them to find solutions for evolving employee needs.  Moreover, 93% reported a high demand for support with benefits communications materials. 

This data underscores how brokers can increase your chances of adoption. They make it easier to introduce new, innovative solutions by educating employers about ROI and perceived value. This clarity leads to a smoother adoption process. With brokers’ backing you, employers are more likely to consider and implement your solution, as perceived risks are minimized. 

Gain negotiation leverage and explore alternative pricing 

Collaborating with brokers gives you a significant advantage when negotiating alternative pricing models. Instead of using a pay-per-service model, brokers can help you establish a flat fee for a set number of users. Their negotiating power can secure favorable terms and pricing structures, making your solution more attractive and viable for employers. 

But it doesn’t stop there.  Brokers provide valuable feedback on the reception and real-world performance of alternative pricing models. This insight is crucial for fine-tuning your offerings and ensuring they align with market demands. With brokers on your side, you can refine your pricing strategies to better meet employer expectations and needs. 

The bottom line 

For point solution providers, engaging with brokers could be the key to unlocking new growth opportunities and achieving long-term success. By leveraging brokers’ expertise and relationships, you can navigate market complexities more effectively and reach your full potential.