Beyond Renewal: Caregiving Support
Some of the most meaningful client relationships aren’t built during renewal season. They’re forged in the quieter moments—when an employer calls, not about policies, but about an employee struggling to balance work with caring for an aging parent.
As a benefits broker, this is your opportunity to be more than a point of contact. You can become the advisor your clients turn to first.
That trust is built when you step into conversations outside the renewal cycle—helping clients prepare for challenges like caregiving before they become crises.
The Growing Impact of Caregiving on the Workforce
Caregiving is no longer a personal issue—it’s a business challenge. One in five employees is juggling work and caregiving responsibilities, leading to lost productivity, increased absenteeism, and burnout.
For a business with 25 employees, this could translate to:
- 880 hours of lost productivity per year due to caregiving-related distractions.
- $100,500 in hidden costs from absenteeism, reduced performance, and potential turnover.
These aren’t just statistics—they reflect real decisions employers must make about staffing, engagement, and retention. Addressing caregiving before renewal season positions you as a proactive, value-driven partner, not just a benefits provider.
Why “Off-Season” Conversations Matter
Outside of the renewal rush, brokers have a rare opportunity: time to dive deeper into workforce challenges. These quieter months are when you can introduce strategic solutions, like Benefits Mapping, to help clients visualize how their current benefits package supports employees facing caregiving responsibilities.
By shifting the conversation beyond policies and rates, you help clients see their benefits as real-life solutions—and you solidify your role as a trusted advisor.
How to Build Meaningful, Year-Round Conversations
1. Start with Empathy and Data
Your conversations should begin with a mix of data and real-world perspective:
- “One in five of your employees may be caregivers.”
- “Have you noticed employees struggling to balance work and personal responsibilities?”
By pairing insight with empathy, you create an open dialogue that makes caregiving challenges feel real, not theoretical. Employers start to see these issues not just as statistics—but as experiences affecting their teams every day.
2. Optimize What’s Already in Place
When clients recognize the need for caregiving support, don’t jump straight to adding new benefits. Instead, maximize what’s already available:
- Clarify existing mental health resources that can help caregivers manage stress.
- Review PTO policies to ensure they accommodate caregiving emergencies.
- Highlight EAP services that offer financial planning or eldercare support.
This approach reinforces that you’re there to help clients get the most from their current investments, not just sell additional products.
3. Encourage Employee Input
The best way to understand workforce needs? Ask the employees directly. Encourage clients to gather insights with a quick, anonymous survey:
- “Would additional caregiving support make managing work and life easier?”
- “Do you know what benefits exist to help with caregiving responsibilities?”
This data-driven, empathy-first approach ensures that any recommendations are rooted in actual employee needs—not just industry trends.
4. Offer Small, Manageable Steps
Clients don’t need to overhaul their entire benefits strategy overnight. Instead, guide them through a step-by-step approach:
- Start with a Benefits Map to help visualize caregiving support already built into their package.
- Identify gaps that could be filled with low-cost solutions, like additional EAP communications or flexible leave options.
- Adjust over time, expanding caregiving support as needs evolve.
This incremental strategy makes implementation feel achievable—helping clients take action without feeling overwhelmed.
Be the Trusted Advisor They Turn to All Year
When you show up consistently—not just during renewal season—you become more than a broker. You become the person clients call when life’s unexpected challenges arise.
This type of ongoing support builds:
- Trust—employers rely on you beyond transactions.
- Loyalty—clients see you as an integral part of their team’s success.
- Impact—you help businesses create a workplace where employees feel valued and supported.
The Tangible ROI of Caregiving Support
Caregiving benefits aren’t just a feel-good initiative—they deliver measurable business outcomes:
- Lower turnover: Employees with caregiving support are far less likely to leave.
- Reduced absenteeism: Employees with resources to manage caregiving responsibilities miss fewer workdays.
- Higher engagement: When employees feel supported, they are more productive and committed.
By guiding your clients toward strategic, empathy-driven caregiving solutions, you’re helping them create a workplace that not only retains employees but actively strengthens their organization.
Long-Term Relationships Are Built on Authentic Care
The most valuable broker-client relationships aren’t based on policies alone. They’re built on trust, understanding, and a shared commitment to employee well-being.
By prioritizing Benefits Mapping and proactive caregiving support, you position yourself as the partner clients rely on—not just when it’s time to renew a contract, but when they need guidance the most.
