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A New Golden Age for Employee Benefits: Modernizing Group Go-to-Market

Around 154 million Americans get insurance and retirement products through their employers, making group benefits a market worth at least $1.5 trillion a year. It is also one of the most complex to sell into, with carriers, brokers, benefits consultants, enrollment platforms, and third-party administrators layered between the product and the employee, and 50 separate state regulators on top. This whitepaper examines why a decade of promised disruption never arrived, why mature HR platforms, modernized carrier systems, and AI suggest this time is different, and how benefits companies can modernize group go-to-market without running afoul of the rules.