How AI Highlights the Human Advantage for Brokers

Quick look: Artificial intelligence (AI) is giving brokers a faster way to surface insights and identify benefit trends, but it’s your expertise, judgment, and relationships that clients rely on most. As voluntary benefits demand hits record highs and employee wellness remains a priority, brokers who pair smart technology with the human element will continue to stand apart.

Artificial intelligence is no longer a future-state conversation; it’s happening now, across every industry. Benefits brokers are experimenting with AI tools to streamline workflows, analyze data, and quickly surface trends.

While AI does bring value to the table, the strongest outcomes come from a combination of smart technology and smart people. Here’s how many brokers are making the most of both.

Using AI as a tool, not a strategy

From automating eligibility checks to identifying cost-saving opportunities across benefit plans, AI can lighten brokers’ administrative loads. This freed-up time can then open the door to more consultative, relationship-driven work.

But there’s a growing conversation in the industry about where AI’s role should end. Over-reliance on AI without proper oversight is risky. AI systems can produce confident but inaccurate outputs, and without human review, these errors can lead to incorrect claim approvals, misclassification of benefits, or compliance exposure.

In other words, AI is a complement to your expertise, not a replacement for it.

Keeping a pulse on voluntary benefits’ momentum

Voluntary benefits sales are growing, and 54% of American workers viewing these plans as a core component of a comprehensive benefits program. Clients are asking for more, and looking to their brokers to deliver.

Employee benefit brokers account for more than two-thirds of all voluntary product sales. That’s a powerful position to be in, and AI can help you identify which offerings resonate most within a given workforce. But where you’ll make a real difference is by understanding why those benefits matter to worksite employees, and communicating their value clearly during enrollment.

You don’t face these responsibilities alone. A professional employer organization (PEO) partner can work closely with you to stay ahead of benefit trends and help clients build plans that meet employees where they are.

Some of the highest-demand options right now include:

Mental well-being programs

According to the 2025 Aflac WorkForces Report, nearly 72% of U.S. employees face moderate to very high stress at work. And just 48% of employees feel confident their employer cares about their mental health, down from 54% in 2024.

However, there is a disconnect between what employees need and what they feel comfortable asking for. According to the 2025 NAMI Workplace Mental Health Poll, one in four employees has considered resigning due to mental health concerns, yet only 13% say they told their manager or supervisor their mental health was suffering because of work demands.

An employee assistance program (EAP) gives employees a confidential, 24/7 resource to help manage these challenges, whether it’s short-term counseling, financial guidance, caregiver support, or referrals to outside professionals. EAPs are one of the most impactful benefits you can put in front of a client, and they cost far less than losing valuable talent.

Student loan repayment

Nearly 43 million U.S. borrowers carry $1.7 trillion in student loan debt. Employers can ease some of this burden by offering student loan repayment benefits, including features like:

• Repayment strategy assistance
• Live student loan coaches
• Self-service tools
• Optional loan payments made by the employer

When paired with the financial wellness resources often included in an EAP, student loan assistance becomes part of a holistic financial support strategy that helps clients attract and retain the talent they need.

Supplemental insurance

According to recent research from the Employee Benefit Research Institute (EBRI), 62% of brokers expect to sell more supplemental health products in the next year.

Typically, supplemental plans include:

• Accident insurance: Pays cash benefits to your client’s employees if they are injured in a covered accident.
• Critical illness insurance: Pays cash benefits if a client’s worker or a covered dependent is diagnosed with a covered condition.
• Hospital indemnity insurance: Pays cash benefits to your client’s staff if they or a covered dependent is hospitalized due to illness or injury.

According to the latest Society for Human Resource Management (SHRM) Employee Benefits Survey, the share of employers offering these plans has risen 4%, 5%, and 9%, respectively, since 2022.

Weaving these options into a benefits package gives worksite employees the opportunity to tailor their benefits to their individual needs and gain financial peace of mind, and gives clients (and brokers) a competitive edge.

Benefits education

Ultimately, the success of a benefit plan depends on employees understanding and using it.

According to the Aflac report, more than two-thirds of workers say they wish they received more information about their benefits packages than they currently do, and 54% of employers only discuss benefits in the lead-up to open enrollment.

Further, 64% of brokers said better educational tools for employees would improve the effectiveness and appeal of supplemental health benefits, and 33% feel employers understand these offerings “very well.” There’s a real gap here, and brokers who help clients close it become indispensable.

This is also where PEO partnerships shine. A PEO not only brings an expansive carrier network, but can proactively communicate with worksite employees on how to take advantage of their benefits all year long.

Choosing a human-first PEO partner

As AI continues to evolve, brokers are being pulled further into a consultative role and that’s exactly where you deliver the most value.

PEOs are built to support that model, offering scalable HR infrastructure while enabling you to stay focused on strategy and client relationships.

And while it’s important for your PEO partner to remain current with technology trends, it’s even more crucial for them to keep people at the heart of their operations. ExtensisHR strikes this balance by offering clients:

• A dedicated team of experts, including an Account Manager, HR Business Partner, and Payroll Specialist
• Complimentary recruiting services that combine compliant AI tools with human expertise and oversight
• Customizable, competitive employee benefits solutions, including proactive, year-round communication
• An Employee Solution Center that supports worksite employees with benefits enrollment, qualifying life events, portal navigation, and more

Today, technology is a plus, but maintaining your role as a trusted advisor is a must. ExtensisHR is proud to help brokers expand their scope of service, leverage the latest tools, and show up for clients in ways that technology alone cannot.

Ready to see what the human advantage looks like in practice? Learn more about an ExtensisHR partnership today.