The Future of Brokerage: Why Brokers Must Think Differently in 2025

Executive Summary

In this kickoff episode of The Benefits Broker Boost Podcast, Plansight's CEO Weston Lunsford and CMO Adam Smith discuss why brokers face more pressure than ever, and why this is also the most exciting time to be in the employee benefits space. From rising healthcare costs and client demands to the explosion of automation and AI, the industry is at a turning point.

The takeaway is clear: brokers who rethink their processes and adopt smarter tools like Plansight will position themselves as strategic partners, not just renewal processors.

The Problem: Too Much Pressure, Too Little Time

As Weston put it, "There's never been more pressure on benefit brokers than ever before."

Medical premiums are rising, employers expect greater value, and employees want comprehensive coverage at lower cost.

Most agencies still manage this complexity with outdated systems, spreadsheets, email chains, and manual data entry. This creates operational drag and leaves brokers reactive instead of strategic.

Weston explained it:

"Most brokers are operating on outdated technology that forces them to hire people just to manage repetitive manual work. Technology should handle that so people can focus on strategy, creativity, and relationships."

That mindset is what inspired Plansight to help brokers replace chaos with clarity through automation. You can see how it works in detail here.

The Turning Point: Modernizing How Brokers Work

Adam described the podcast's mission perfectly: "We want every episode to give brokers something practical they can apply to grow their business."

Each conversation is designed to share proven ideas that help brokers grow smarter, whether through marketing innovation, new tech adoption, or more efficient operations.

Weston built on that idea:

"Plansight eliminates manual work through technology. This podcast does the same thing, just through knowledge. Think of it as workflow automation for your mindset."

That philosophy fuels both Benefits Broker Boost and the Plansight platform. The goal is to help brokers modernize not just how they work, but how they think about their business.

The Shift: From Data Managers to Strategic Partners

The brokerage role is transforming fast. Rising costs, tighter margins, and client expectations are forcing agencies to be proactive rather than reactive.

Brokers who embrace automation and AI tools like PlansightAI will have the freedom to spend more time where it matters most, on strategy, creativity, and client outcomes.

Weston predicts,

"The role of the broker is evolving from a data manager to a strategic consultant. The ones who embrace that shift will grow faster and deliver more value."

That's why Plansight continues to innovate with features like renewal automation and built-in QA to reduce risk and save hours each renewal cycle.

What Top Agencies Are Doing Differently

The most successful agencies aren't "winging it." They've built disciplined, repeatable systems, especially around client engagement.

Top-performing firms:

• Conduct post-renewal reviews to identify improvements
• Host mid-year check-ins to monitor satisfaction
• Begin planning renewals months before rates drop

These agencies turn renewals into a process that runs like clockwork, improving retention and valuation. Weston explained:

"They've turned renewal management into a process that runs like clockwork, and it shows up in their growth."

You can learn more about building scalable systems in a recent webinar Scaling Smarter with AI.

The Future: Technology That Frees Brokers to Think Bigger

The next five years will redefine brokerage. AI and automation are already transforming how brokers quote, market, and renew benefits.

Weston shared a clear vision:

"AI and automation are removing repetitive, low-value tasks. Brokers who embrace it will see their margins expand and their teams become more effective."

The ones who resist won't disappear, but they'll fall behind those using more intelligent workflows to scale. Plansight was built for this future, combining automation, accuracy, and intelligence into a single platform designed specifically for Brokers and General Agencies.

Final Thought: Stake Your Claim

To close the episode, Weston challenged brokers to define their unique value:

"Stake your claim. Define who you are, why you're different, and live up to it. Every decision should go back to that claim."

That's how brokers move from feeling stuck to standing out.

If you're ready to simplify renewals, reduce manual work, and build a more strategic business, now's the time to act.

👉 Schedule a 30-minute discovery call to see how your next renewal season could look with Plansight.

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