If you’re new to the world of health benefits brokerage, open enrollment (OE) can feel like a crash course in compliance, communication, and client expectations. But with the right foundation, you can turn this busy season into a time to build trust, demonstrate your value, and set your clients up for long-term success.

Here are five things every new broker should keep in mind heading into open enrollment.

Get Ahead of Key Dates and Deadlines

Open enrollment isn’t just a one-week window—it’s a months-long process with many moving parts. As a broker, your clients will rely on you to manage and communicate key milestones clearly.

While dates vary by employer and carrier, most fall between November 1 and December 15. Many carriers require employee elections to be submitted 2–3 weeks before coverage starts to ensure ID cards are delivered on time. This means that final decisions, paperwork, and system uploads may need to happen as early as late November.

Pro tip: Work backwards from the client’s plan start date. Then build a timeline that includes:

• Plan design and renewal discussions

• Employee education and decision deadlines

• Carrier submission cutoffs

• ID card delivery expectations

• Payroll system update timing

Missing just one of these steps can cause issues down the line—so build in buffer time wherever possible.

Understand Regulatory and Compliance Changes

Health benefits are governed by a complex and ever-evolving mix of federal and state regulations. Staying on top of the latest rules is essential—especially now, with recent changes introduced under the One Big Beautiful Bill (OBBB) and updated IRS guidelines for 2026 HSA eligibility and contribution limits.

As a broker, your clients will expect you to:

• Flag any regulatory changes that impact plan design or employee eligibility

• Understand how benefits like HSAs, FSAs, HRAs, or lifestyle accounts are affected

• Explain reporting obligations, including ERISA, ACA, COBRA, and Section 125 updates

• Help them stay compliant with nondiscrimination rules, mental health parity, and other legal requirements

Even small missteps—like promoting an HSA-eligible plan that doesn’t meet minimum deductible thresholds—can create problems. Partnering with knowledgeable carriers and compliance teams can help you deliver accurate, compliant advice.

Guide Clients on Technology and Enrollment Tools

In 2025, digital benefits administration is no longer optional—it’s expected. But many small to midsize employers are still juggling paper forms, spreadsheets, or outdated systems. That’s where you can add major value.

Ask your clients:

• How are you currently collecting elections?

• Do employees have online access to compare plans and submit choices?

• Are you using payroll-integrated platforms to sync deductions?

If they’re still using manual processes, suggest platforms that support:

• Seamless plan comparisons

• Mobile-friendly enrollment

• Real-time confirmation emails

• Data integrations with payroll, carriers, and HSA/FSA providers

You don’t need to sell software—but understanding the ecosystem and recommending options that fit their needs will position you as a strategic partner.

Clarify Your Role in Streamlining Open Enrollment

Brokers are no longer just plan quoters. You’re now expected to be a project manager, educator, and compliance guide—especially during OE.

Set expectations early by outlining how you can help, including:

• Running plan design comparisons and funding scenarios

• Customizing benefits collateral (FAQs, one-pagers, slide decks)

• Hosting or supporting employee meetings (in-person or virtual)

• Answering employee questions directly (or helping HR do so)

• Reviewing elections before submission to catch errors early

Even if some of these tasks fall to HR, showing that you’re available to support can go a long way. The more you help clients reduce confusion and delays, the more likely they are to renew with you next year.

Be Proactive About Cost Management

For most employers, cost is the top concern going into open enrollment—especially as 2026 premiums are projected to rise 6–8% and plan design inflation continues. But it’s not just about finding the cheapest plan.

You can help clients minimize costs by:

• Exploring contribution strategies (e.g., dependent tiers, opt-out credits)

• Evaluating HSA-eligible HDHPs for long-term savings potential

• Layering in low-cost supplemental options like lifestyle or wellness accounts

• Recommending cost-containment programs (e.g., telehealth, DPC)

And don’t forget the long game—when employees understand and use their benefits wisely, employer satisfaction and retention improve. Helping clients build a smart, sustainable benefits strategy adds value beyond the renewal.

Final Thoughts: You’ve Got This

Open enrollment is your chance to show what you’re made of. It may be fast-paced and detail-heavy, but it’s also the season where great brokers build relationships that last. Stay organized, communicate clearly, and don’t be afraid to lean on carrier reps, benefits platforms, or third-party experts when needed. Every OE season gets a little easier and more rewarding.

Looking to offer more to your clients? Lively’s suite of modern benefits—including HSAs, FSAs, HRAs, lifestyle accounts, and COBRA—can help you deliver flexible, tax-advantaged solutions that employees love and employers trust. Backed by an intuitive platform and in-house support, we make it easy to manage open enrollment and beyond. Contact us today to learn more.

Disclaimer: the content presented in this article are for informational purposes only, and is not, and must not be considered tax, investment, legal, accounting or financial planning advice, nor a recommendation as to a specific course of action. Investors should consult all available information, including fund prospectuses, and consult with appropriate tax, investment, accounting, legal, and accounting professionals, as appropriate, before making any investment or utilizing any financial planning strategy.