Zywave's 2025 Broker Services Survey Highlights Evolving Employer Needs Amid Risk Challenges
As businesses navigate a world filled with uncertainties, the role of brokers is evolving into something much more significant. Zywave’s 2025 Broker Services Survey, completed by nearly 900 employers across the United States, provides a comprehensive look into how employers perceive the services offered by their brokers and the challenges they face in an increasingly complex landscape.
The survey results indicate a clear shift in employer expectations, moving beyond a transactional relationship to one that demands deeper engagement, strategic guidance, and effective communication. In a market characterized by volatility, employers are calling for brokers to step up as trusted advisors rather than just service providers.
One of the standout findings from the survey is that 87% of employers expressed satisfaction with the services provided by their brokers. However, this satisfaction comes with significant conditions attached. Less than half of employers, 50%, feel they receive the quality risk management services they expect, highlighting a crucial gap in service quality. Furthermore, while 98% of respondents desire guidance on market conditions, only 64% feel brokers are delivering that information effectively.
Employers have made it clear that they want more regular updates—84% prefer monthly or weekly communication from their brokers. This trend indicates a growing demand for transparency and ongoing dialogue between brokers and their clients, suggesting the traditional model of annual check-ins is no longer sufficient.
The demand for timely and efficient service is amplified, with 74% of employers prioritizing prompt responses from their brokers, a significant jump from 57% the previous year. Additionally, the desire for brokers to act as strategic advisors surged from 53% to 69%, underlining the necessity for brokers to adapt to changing client demands.
The survey highlights critical business challenges for employers, particularly in relation to employee benefits and insurance. Affordability emerged as a primary concern, especially regarding the rising costs of health care. Employers listed their top three challenges in providing employee benefits as:
1. Offering competitive packages while managing costs.
2. Helping employees understand and utilize their benefits effectively.
3. Staying compliant with evolving legal requirements.
In terms of commercial insurance, the primary challenges include:
1. Affording adequate coverage.
2. Understanding required coverage levels.
3. Clarifying what is and isn’t covered by current policies.
Given these insights, it's evident that brokers must enhance their industry knowledge and expand their service offerings to address rising client expectations and complex business environments. As Patrick Noonan, Zywave’s VP of content development, pointed out, employers increasingly hope for brokers to bring meaningful insights and expertise to navigate the changing landscape of costs and policies.
This evolving relationship underscores the fundamental shift towards greater collaboration between brokers and their clients. Zywave recognizes the need for brokers to transform into partners who provide proactive risk management and communication strategies. As the market matures, those brokers who can adapt to these expectations will not only retain their clients but also thrive in an era defined by growing risks and challenges.
Zywave’s Broker Services Survey serves as a vital tool in communicating the changing dynamics of employer-broker relationships. Brokers must take this opportunity to pivot their strategies to meet the growing demand for transparency, strategic guidance, and exceptional service delivery. For a more detailed look at the findings, stakeholders can download the complete report from Zywave’s website. As we move further into 2025, the trends revealed in this survey will be crucial for brokers aiming to position themselves as integral partners in managing business risks effectively.
The survey results indicate a clear shift in employer expectations, moving beyond a transactional relationship to one that demands deeper engagement, strategic guidance, and effective communication. In a market characterized by volatility, employers are calling for brokers to step up as trusted advisors rather than just service providers.
Key Insights from the Survey
One of the standout findings from the survey is that 87% of employers expressed satisfaction with the services provided by their brokers. However, this satisfaction comes with significant conditions attached. Less than half of employers, 50%, feel they receive the quality risk management services they expect, highlighting a crucial gap in service quality. Furthermore, while 98% of respondents desire guidance on market conditions, only 64% feel brokers are delivering that information effectively.
Employers have made it clear that they want more regular updates—84% prefer monthly or weekly communication from their brokers. This trend indicates a growing demand for transparency and ongoing dialogue between brokers and their clients, suggesting the traditional model of annual check-ins is no longer sufficient.
The demand for timely and efficient service is amplified, with 74% of employers prioritizing prompt responses from their brokers, a significant jump from 57% the previous year. Additionally, the desire for brokers to act as strategic advisors surged from 53% to 69%, underlining the necessity for brokers to adapt to changing client demands.
Challenges Facing Employers
The survey highlights critical business challenges for employers, particularly in relation to employee benefits and insurance. Affordability emerged as a primary concern, especially regarding the rising costs of health care. Employers listed their top three challenges in providing employee benefits as:
1. Offering competitive packages while managing costs.
2. Helping employees understand and utilize their benefits effectively.
3. Staying compliant with evolving legal requirements.
In terms of commercial insurance, the primary challenges include:
1. Affording adequate coverage.
2. Understanding required coverage levels.
3. Clarifying what is and isn’t covered by current policies.
Implications for Brokers
Given these insights, it's evident that brokers must enhance their industry knowledge and expand their service offerings to address rising client expectations and complex business environments. As Patrick Noonan, Zywave’s VP of content development, pointed out, employers increasingly hope for brokers to bring meaningful insights and expertise to navigate the changing landscape of costs and policies.
This evolving relationship underscores the fundamental shift towards greater collaboration between brokers and their clients. Zywave recognizes the need for brokers to transform into partners who provide proactive risk management and communication strategies. As the market matures, those brokers who can adapt to these expectations will not only retain their clients but also thrive in an era defined by growing risks and challenges.
Conclusion
Zywave’s Broker Services Survey serves as a vital tool in communicating the changing dynamics of employer-broker relationships. Brokers must take this opportunity to pivot their strategies to meet the growing demand for transparency, strategic guidance, and exceptional service delivery. For a more detailed look at the findings, stakeholders can download the complete report from Zywave’s website. As we move further into 2025, the trends revealed in this survey will be crucial for brokers aiming to position themselves as integral partners in managing business risks effectively.
Topics Business Technology）
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