ICHRA is showing up in more employer benefits conversations, and the latest data explains why.
As traditional health plans become harder to predict, more employers are looking for ways to control costs and offer employees more choice. Individual Coverage Health Reimbursement Arrangements, or ICHRAs, are being looked at as a viable alternative now more than ever.
The latest data from zizzl health’s 2026 ICHRA Report with Deft Research and the HRA Council’s 2025 Data Report point in the same direction. Awareness and adoption are growing, and brokers have a clear opportunity to guide the conversation before someone else does.
ICHRA awareness is rising fast
According to the 2026 zizzl health ICHRA Report, awareness among employers not currently offering ICHRA increased from 50% to 75% year over year. Familiarity also increased by 25 percentage points.
That shift matters because employers are coming into renewal conversations with more questions.
The report found that benefits consultants remain the largest source of employers’ first introduction to ICHRA, but more than 50% of employers still first learn about it from someone other than a benefits consultant. More than 70% learn about it from someone other than their own consultant.
For brokers, that creates an important opening. Clients may already be exploring ICHRA, so the broker who can explain the model early can help shape the conversation.
Employer intent is moving up
The zizzl health report found that 39% of employers considering ICHRA are now highly likely to offer it in the future, up from 24% the year before.
That jump shows the market is moving from curiosity toward action. Employers are not only asking what ICHRA is, but also whether it could work for their workforce, budget, and long-term benefits strategy.
The HRA Council’s 2025 Data Report adds another layer by tracking actual ICHRA and QSEHRA adoption using anonymized platform data. Its 2025 reporting showed continued growth across employer segments, including small employers and applicable large employers.
The takeaway for brokers is that ICHRA is no longer limited to one client type. It can be part of conversations with small businesses and larger organizations looking for a different way to manage health benefits.
Broker skepticism is decreasing
The ICHRA Report also shows that the share of benefits consultants who said they would “never” sell ICHRA dropped from 22% to 8%.
That does not mean every broker is ready to lead with ICHRA; however, it does mean fewer are dismissing it outright. More brokers are learning how to evaluate it and what support they need to make it manageable.
The report also found that nearly 4 in 10 benefits consultants agree that ICHRA is an essential strategy for employers offering health insurance.
This is where the right partner becomes important. Brokers are looking for support through plan comparison tools, reimbursement administration, and a platform that keeps their relationship with the client at the center.
Satisfaction is holding steady
One of the most important findings is that ICHRA satisfaction remained stable during a challenging market period.
The 2025 to 2026 open enrollment period brought higher individual market premium increases. Even with those conditions, overall employer satisfaction with ICHRA did not differ from the prior year. Employers’ perceptions of employee satisfaction also remained stable.
That matters because no benefits model removes every challenge. But the data suggests employers who have implemented ICHRA are not backing away when the market gets more complicated.
The report also found that satisfaction can deepen over time. Employers offering ICHRA for four or more years rated satisfaction with their health insurance benefits about as highly as, and potentially higher than, employers offering traditional group coverage.
Cost and choice are driving interest
The strongest ICHRA conversations often come back to two employer priorities:
- Cost control and
- Employee choice
Among employers offering ICHRA, 72% cited more employee choice as a benefit. Other cited benefits included employees paying less for healthcare, the organization paying less for healthcare, and the ability to plan healthcare costs more accurately.
For employers that previously offered group coverage, the comparison was also notable. When asked to compare ICHRA to former group coverage, 65% favored ICHRA for employee cost, and 50% said ICHRA was better for employees.
That combination can be powerful for brokers. ICHRA gives employers a defined contribution strategy while giving employees more control over the plan they choose.
What brokers should ask next
ICHRA may not be the right fit for every employer, which is why brokers need a clear way to evaluate fit.
A few questions can help:
- Is the employer struggling with renewal volatility?
- Does the workforce span multiple markets or states?
- Would employees benefit from more plan choice?
- Is the employer open to a defined contribution approach?
- Does the employer need more predictable healthcare budgeting?
- Can the broker and platform partner support education, enrollment, and administration?
The latest ICHRA data tells a clear story that ICHRA is growing across more employer segments. Because individual plan availability varies by state, county, and carrier market, brokers need a partner who can help evaluate ICHRA fit at the local level.
zizzl health helps brokers evaluate ICHRA opportunities, structure plans, support employees, and keep the broker relationship at the center of the process.
ICHRA FAQs
What does ICHRA mean for brokers?
ICHRA gives brokers another strategy to help employers manage healthcare costs, support employee choice, and move beyond traditional renewal conversations.
Why is ICHRA adoption growing?
ICHRA adoption is growing because more employers want predictable healthcare budgets, more plan choice for employees, and flexible benefits options for different workforce needs.
Is ICHRA only for small employers?
No. Recent data shows ICHRA is being considered by small employers and larger organizations looking for alternatives to traditional group coverage.