The Heart of the Solution: Authenticity, AI, and Creative Disruption in Benefits

Executive Summary

In this episode of the Benefits Broker Boost Podcast, Plansight CMO Adam Smith sits down with CJ Jordan, an Employee Benefits Consultant at Ross & Yerger Insurance, Inc., to explore the evolution of the modern producer. CJ, who began his career as "employee number one" in a startup benefits division, shares how a mindset of aggressive curiosity and creative outreach can disrupt the status quo. The conversation delves into the mechanics of pharmacy cost containment, the transition from fully insured to self-funded models, and the use of AI as a creative tool rather than just an efficiency engine. CJ’s journey highlights a fundamental truth: to win in a crowded market, brokers must move beyond being vendors and embrace their roles as "archaeologists" of data and advocates for the member.

Ground Zero: The "Sponge" Mindset

CJ’s entry into the industry was a "mid-pandemic pivot" that required him to build a department from scratch, with no prior knowledge of the space. He describes the early days as "flying the plane while we were building it," often asking technical questions about preventative care and dental codes that felt "ridiculous" at the time.

To bridge this gap, CJ emphasises that producers should not wait for formal training. He advises: "Don't wait around for somebody to come help you... seek out the information... be a sponge". This philosophy involves studying industry literature and listening to podcasts to accelerate learning. Adam noted that for new brokers, the ability to "get your ego out of the way" and ask the "stupid" questions is the fastest route to "learn really quickly". By demonstrating leadership in the trenches, CJ expanded his horizons beyond the standard industry box.

Creative Disruption: The Children’s Book Strategy

A standout theme of the conversation was CJ’s use of AI to create "pattern interrupts" in prospecting. Inspired while reading to his children, CJ used ChatGPT to write personalized children’s books about being a benefits broker for specific large-group prospects.

This unconventional approach allowed him to "break through that noise" of gatekeepers and saturated inboxes. While the medium was playful, the strategy was rooted in a serious mission. CJ explains: "Whether I'm saying that through... a marketing slick... or doing it through a children's book, like the message remains the same. It’s just... the avenue by which the message is delivered is a little bit different". Adam observed that thinking outside the box balances creativity with professionalism, helping brokers build a personal brand that acts as a moat against industry noise.

Data Archaeology: Saving Lives Through Pharmacy

CJ views his role as an "archaeologist" who digs through claims data to find hidden issues. He shared a case study in which one medication accounted for 30% of a company's pharmacy spend. By utilizing international sourcing and adjusting dosages, CJ helped the client "save the plan overall... $120,000 over the course of a year".

He argues that "self-funding is not the last step in the process; it’s really just the beginning". By taking actionable steps on that data, brokers move beyond the spreadsheet to create a tangible impact. CJ's most powerful takeaway is the human element: "It's not a reach to say that benefit brokers have the ability to save lives... when brokers can do the right things and work with employees to remove barriers to care, they legitimately have the ability to save lives".

Scaling Smarter with AI and Automation

Both Adam and CJ discussed how scaling smarter with AI allows brokers to focus on high-value consulting. Whether it is using ChatGPT to draft employee wellness communications or leveraging Plansight as an end-to-end solution for RFP and renewal processes, technology is the key to "saving time" and having a "more meaningful business".

Adam highlighted that simplifying and streamlining different systems is essential for brokers who want to be more successful, as rising health costs are on the horizon. This focus on renewal automation ensures that the account management team can support the client's goal of building a "culture of health-conscious consumers" without being bogged down by manual bottlenecks.

Choose Your Hard: Contentment vs. Complacency

As CJ’s career progressed, he adopted the mantra "Choose Your Hard". He applies this to the transition toward self-funding, noting that while it requires more engagement, it is far better than the "hard" of breaking old playbooks or absorbing massive fully insured increases.

He also touches on the psychological side of the business, distinguishing between being "complacent" (sitting back) and being "content" (thankful but still hungry). CJ notes: "You can be content while also having high goals and high expectations and being driven. They're not mutually exclusive". He believes gratitude is a cornerstone of this mindset, allowing a broker to stay motivated to "go and do big things" for their clients.

Final Thought: The Strategic Partner

The winning broker of the next era is one who understands that "authenticity" and education are just as important as technical plan design. By expanding your horizon and your offering, you move from being a vendor to a strategic thought partner.

👉 Schedule a discovery call with us to see how modern tools can support your strategic advising and help you gain the visibility you need to focus on what truly matters: your clients.

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