Employee benefits strategy is evolving fast, and 2026 is shaping up to be a defining year for brokers. Rising healthcare costs, shifting workforce expectations, and new plan designs are forcing employers to rethink how they offer benefits. Brokers who stay ahead of these changes can move beyond plan renewal conversations and become long term strategic partners.
Let’s break down the employee benefits trends that will matter most in 2026 and how brokers can turn them into smarter client conversations.
Employers are moving away from traditional group plans that offer limited flexibility. Today’s workforce spans multiple generations, income levels, and coverage needs. Employees want benefits that reflect their individual situations, not a standard package chosen once a year.
In fact, 79% of employees enrolled in traditional group coverage wish they had more insurance options.
For brokers, personalization means helping employers balance choice with cost control. Benefits models that let employees select coverage based on household needs are becoming a competitive advantage for both recruiting and retention. Brokers can add value by helping clients identify where flexibility already exists and where targeted personalization can improve employee satisfaction without increasing spend.
In 2026, benefits technology will be less about administration and more about experience. Employers expect platforms that integrate enrollment, decision support, compliance, and reporting into a single ecosystem.
Brokers who embrace technology can streamline open enrollment, reduce administrative friction, and deliver clearer insights to employers.
For employees, the right tools make it easier to compare plans and understand their options. Brokers should position technology as a value driver, not just a tool, and help employers see how better systems improve engagement while easing the burden on HR teams.
Individual Coverage Health Reimbursement Arrangements (ICHRAs) allows employers to approach benefits as a modular, piece-by-piece strategy, giving them the ability to add flexibility and evolve their benefits over time instead of making disruptive, all-or-nothing plan changes.
They’re no longer a niche solution. More employers are adopting ICHRA to control healthcare costs while expanding employee choice. Data from recent open enrollment periods shows steady growth in ICHRA participation, particularly among mid-sized employers seeking predictable budgets.
According to Deft Research, 94% of employers who transitioned to ICHRA said the move met or exceeded expectations, signaling growing confidence in alternative benefits models.
As regulatory clarity improves and awareness grows, brokers who understand ICHRA design and implementation will be better positioned to guide clients through long term benefits decisions. Rather than framing ICHRA as a replacement for traditional group plans, brokers can help employers see how it supports workforce diversity, geographic distribution, and cost control goals.
Benefits decisions are increasingly driven by data on utilization, cost trends, and employee engagement. Brokers who can translate that data into clear, actionable recommendations will stand out in 2026. This shift creates an opportunity to move beyond reactive renewals and into proactive, year-round planning conversations, using insights to model future scenarios and identify ways to optimize spend well before renewal season.
As benefits become more flexible, employees need guidance to understand how plans work and choose the right coverage. Brokers play a critical role in education, particularly when introducing newer models like ICHRA.
Clear communication and strong compliance support help employers reduce risk while building employee confidence. For a simple, employer-friendly breakdown of how ICHRA works, check out zizzl health’s Employer’s Guide to ICHRA.
The brokers who succeed in 2026 will be those who combine strategy, technology, and education. By understanding emerging employee benefits trends and guiding clients through solutions like ICHRA, brokers can strengthen relationships and drive long term value.
The future of benefits is more flexible, more personalized, and more data driven. Brokers who prepare now will be best positioned to lead clients through what comes next.