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In this episode of The Benefits Broker Boost Podcast, Adam Smith, CMO at Plansight, sat down with Justin Burgess of Arete Benefits to unpack what it really takes for brokers to stand out in a crowded and confusing marketplace. Justin brings a rare combination of strategic expertise, practical cost containment experience, and a strong personal brand that resonates with employers who are fed up with rising costs and limited transparency.
The conversation navigates self-funded strategy, pharmacy management, personal branding, cash-pay opportunities, and the emotional impact brokers can have when they help employees save real money.
Throughout the discussion, Justin reinforces a consistent message: most employers do not understand what drives their claims, and most brokers are still operating in reactive, outdated models.
Justin has grown a strong online presence by showing up authentically and consistently. Instead of polished, rehearsed scripts, he relies on real-life moments and relatable stories that actually make employers pay attention.
“Everything in my life is content,” Justin says. “I’m at Aldi with my wife, and the chicken is ten or twelve dollars. We both grab the cheaper one. We do this in our personal life, but with healthcare, people just give up.”
Adam ties this mindset back to a core marketing principle: people need multiple touchpoints before they trust you enough to engage, whether it is video, written posts, or conversations. Familiarity matters.
Brokers adopting this approach are the ones creating stronger relationships and positioning themselves as educators rather than salespeople. This shift mirrors the broader trend in brokerage, where authenticity and consistency are becoming essential pieces of a modern growth strategy.
Justin believes brokers cannot preach wellness, education, or cost awareness if they do not practice these values themselves. His content, fitness journey, and personal habits all reinforce a message that clients find genuine.
“You don’t have to be into fitness,” he says. “But you need to be engaged in something that shows you’re trying to improve your life.”
This authenticity naturally strengthens trust. It is also why brokerage teams that embrace transparency and accountability experience stronger retention. Brokers who use platforms designed for clarity and accurate comparisons can give employers the confidence and insight they need to make smarter decisions.
A significant theme throughout the episode is how brokers have been trained to operate reactively. Traditional quoting cycles do not solve root problems, yet the industry often repeats the same patterns year after year.
“The market has trained employers and brokers to just quote it out and hope and pray,” Justin says. “You have to do some of that, but you also need to understand what’s driving your group.”
Justin highlights the difference between tactical tasks and strategic planning. Most employers do not know what is in their claims. They do not understand how dialysis, diabetes, specialty drugs, or care navigation impact their spend. Without that clarity, it is impossible to create meaningful change.
Brokers who pursue data clarity and actionable insights gain a real advantage. Plansight supports this shift by helping teams improve accuracy and eliminate comparison fatigue.
Justin walks through how self-funded and level-funded arrangements give employers access to the data they have desperately lacked. That data allows brokers to spot trends, manage risks, and prevent large claims more proactively.
“You can’t control your claims if you can’t control where your people are going for care.”
He explains how he guides employers into more strategic models by:
This is where the fundamental transformation happens. Employers begin to see why premiums were rising and how better navigation reduces waste.
The industry faces rising plan costs across the board. Over time, strategic brokers are becoming the only brokers capable of helping employers adapt.
A powerful moment in the conversation came when Justin explained that much of the frustration employees feel stems from their pharmacy experiences.
He recalls clients who were paying hundreds each month for medications without understanding why. Through better sourcing and cost containment strategies, Justin has helped members reduce drug expenses dramatically.
“You get the text saying, hey, you saved us 300 dollars a month because our drug went from 300 to zero. That’s a big win.”
These moments are why pharmacy transparency is becoming a central focus for brokers. It is also why more advisors are relying on technology and smarter workflows to consistently deliver these insights.
Justin describes a typical scenario where employees assume all care must run through insurance, even when cash pay options can be significantly cheaper.
“We see surgeries that would have cost six thousand dollars being completely free when handled the right way.”
These experiences create trust that lasts far beyond renewal cycles. When employees see real savings, the entire employer relationship strengthens.
A recurring theme for Justin is the confusion employees have between their carrier and their provider.
“We get confused on health insurance and healthcare. You’re not mad at your insurance carrier, you’re mad at your provider.”
This disconnect fuels frustration and often leads employees to blame their employer or HR team. Strategic brokers help companies bridge that gap by educating them on how the system works and where the failures truly occur.
While benefits can be complex and challenging, Justin emphasizes the emotional impact of helping real people save money. The texts from employees, the gratitude, and the relief when significant expenses disappear are what keep him motivated.
These small everyday wins drive loyalty and reinforce why strategy matters more than polished presentations or generic rate quotes.
The future of brokerage is moving toward simpler workflows, cleaner data, and more human-centered conversations. As Justin and Adam discuss, the brokers who win will be the ones who lead with education, transparency, and authenticity.
Technology will play a critical role in removing administrative weight so brokers can focus on relationships. Platforms built around accuracy, automation, and better comparison tools are helping brokers create the experiences employers now expect.
The combination of people and process is where the next wave of growth will happen.
At the end of the day, Plansight is more than just software. It is a partner built with brokerages and their benefits teams in mind. Plansight is the only end-to-end benefits marketing platform that uses AI and automation to ensure every renewal and RFP is consistent, accurate, and fast.
From SmartSheetingAI™ to RFP automation to side-by-side comparisons to the intelligence of PlansightAI, everything we create is designed to lighten the load, reduce risk, and elevate your client relationships. Your team is your greatest asset, and Plansight is here to make sure they have the tools, insights, and support to shine.
Plansight works alongside leading General Agencies to help brokers move faster, stay compliant, and deliver a better client experience. You can explore our trusted GA partners here.
For brokers, Plansight transforms a manual, time-consuming RFP process into one that is faster, more efficient, and more profitable, without sacrificing accuracy or control.
