5 Unique Employee Benefits to Help You Win Clients

Quick look: Today’s workforce increasingly seeks personalized benefits. But for smaller employers, offering these plans can be tough due to limited budgets and resources. That’s where brokers come into play. By partnering with a professional employer organization (PEO), brokers can connect clients to the most desirable plans at competitive rates. Read on to discover five trending benefits that can help brokers attract new clients, keep current ones satisfied, and close more business.

Employee expectations continue to evolve, especially when it comes to benefits. In fact, nearly 80% of workers would switch jobs for better plans. Today’s diverse, multigenerational workforce seeks enterprise-level packages that are often out of reach for small and medium-sized businesses (SMBs).

By partnering with a professional employer organization (PEO), brokers can enable their SMB clients to access these premium offerings. With group buying power, PEOs allow smaller employers to take advantage of niche, high-impact benefits at more competitive rates than they may qualify for on their own.

Below, review five unique, Fortune 500-level benefits brokers can recommend to help SMBs attract and retain top talent and continue to position themselves as strategic advisors in the process.

1. Family-building benefits for all paths

An inclusive support program for fertility, adoption, and surrogacy is a standout way for companies to assist employees of all backgrounds and identities with their family goals, compete for top-tier talent, and support diversity, equity, and inclusion (DEI) initiatives.

For example, ExtensisHR’s family-forming support plan includes:

• Access to benefits experts, fertility clinicians, emotional counselors, and lawyers, as well as a dedicated care manager
• Discounted rates at select fertility clinics and adoption and surrogacy agencies
• Personalized care plans
• Prescription ordering and at-home delivery
• Support and educational resources for every stage of growing a family

✓ Why it wins clients: Modern families want modern benefits. A family-building program fosters a welcoming culture and appeals to workers seeking benefits that reflect their diverse needs and life stages.

2. Financial wellness perks beyond a 401(k)

Many workers face a variety of financial challenges, from paying off student loans to building an emergency fund. Recent studies show that over half of respondents feel stressed or anxious about their finances three or more days a week.

PEOs can open the door to holistic financial wellness benefits, including:

• Tuition reimbursement and student loan repayment assistance
• Access to financial training and advising on budgeting, investing, etc.
• Flexible savings accounts (FSAs) and health savings accounts (HSAs) to help employees save on medical expenses, pay for dependent care, and more
• Voluntary legal coverage to aid with things like reducing debt, buying or selling a home, and creating a will

✓ Why it wins clients: Financial stress affects retention and job performance, with half of employees reporting that it negatively impacts their productivity at work. Providing tools to reduce that pressure shows staff that their employers care and can lead to better business outcomes.

3. Supplemental cancer support

A cancer diagnosis can be life-altering, not just for an employee, but for their family and their employer. For SMBs, offering meaningful support during such a critical time is both compassionate and impactful. Through a PEO partnership, employers can provide access to specialized cancer care benefits that provide expert guidance and comfort throughout the journey.

The cancer support program available through ExtensisHR includes:

• Real-time support from oncology nurses
• Preventive and post-diagnosis DNA testing
• A portal to house medical records, clinical trial information, expenses, and financial aid opportunities
• Hereditary risk screening tests
• Cancer information line
• Cancer support specialists
• An expert pathology review
• An on-site nurse advocate

✓ Why it wins clients: This plan demonstrates a client’s commitment to their team, even during the most challenging health journeys. It also helps reduce absenteeism and strengthens overall wellness, benefiting both employees and the business.

4. Health advocacy

Over 70% of consumers experience confusion about their medical bills and explanations of benefits (EOBs). A health advocacy plan can strengthen employees’ healthcare literacy and enable them make the most of their benefits.

For example, ExtensisHR’s health advocacy plan gives worksite employees free, unlimited access to experts who help them:

• Understand plan coverage details
• Receive cost estimates
• Navigate billing and claims, providing clarity on out-of-pocket costs
• Find and schedule appointments with medical professionals who meet their specific needs
• Weigh clinical risks, benefits, and alternative treatment options
• Obtain second opinions and coping support

✓ Why it wins clients: A well-rounded health advocacy program demonstrates that clients truly care about their staff’s holistic well-being and the impact their benefits have on them.

5. Pet insurance for furry family members

Pet insurance is an increasingly popular employee benefit. Per the Society for Human Resource Management (SHRM), in 2024, 22% of employers offered it, up from 14% in 2022.

By equipping clients with this voluntary benefit, brokers can empower them to meet the rising demand from pet-owning millennials and Gen Z employees. PEOs make pet insurance more accessible and affordable, allowing staff to offset costly vet bills and emergency care.

✓ Why it wins clients: For many workers, pets are family. Providing pet insurance in a benefits package enables clients to boost workplace morale and engagement and signal to talent that they have a modern, employee-centric benefits package.

ExtensisHR: big company benefits with boutique-style service

When benefit programs support every aspect of an employee’s life, they send a clear message: this employer truly cares. But for SMBs, offering those types of comprehensive benefits can feel out of reach due to limited budgets and internal resources.

Brokers can solve this pain point by leveraging the scale and expertise of a PEO to help clients receive benefits they couldn’t otherwise access or administer on their own. But not every PEO has the same level of personalization, collaboration, and expertise.

ExtensisHR stands apart from its big-box competitors with our:

• Commitment to customer service: From day one, clients receive a hands-on support team, from dedicated onboarding and HR Managers to an Employee Solution Center ready to answer worksite employee questions in mere seconds.
• Complimentary recruiting services: From job advertisement creation to interview assistance, we help your clients hire the best, at no additional cost.
• Broker-friendly philosophy: With us, your clients will always remain your own, and we act as an extension of both your teams.

ExtensisHR is here to deliver high-value, forward-thinking benefits to grow your book of business and support client success.

Looking to win more deals and deepen client loyalty? Learn more about ExtensisHR’s employee benefits solutions, or contact us to chat about a partnership.