Could health plans be the next crucial benefit for independent agents?

Recently, Integrity, a top distributor of life and health insurance products, announced a health plan designed for independent agents and advisors. The goal is to provide them with robust coverage while still allowing them to remain 1099 workers.

“Every day, our advisors and agents work diligently to protect and safeguard the life, health and wealth of American families, yet securing their own health coverage often remains out of reach,” said Bryan W. Adams, co-founder and CEO of Integrity, in a press release.

Integrity is excited to support the agent and advisor community with a health plan that specifically caters to their unique needs, Adams said.

With the Integrity Health Plan, 600,000+ Integrity agents and advisors will have access to comprehensive health insurance and receive 100% coverage for preventive care. Furthermore, enrollment times are flexible and agents can choose from nationwide providers.

For organizations that rely on independent agents, this type of benefit could become just as important as training, marketing, and technology.

In addition, Integrity also last week acquired Stride Health, a portable benefits technology platform enabling flexible, digital insurance enrollment for independent workers. Integrity said the acquisition "expands benefit access, enhances enrollment processes and signifies Integrity's long-term investment in the under-65 market."

What this plan means for agents

Paying for their own health insurance coverage has always been a major concern for many agents.

Though the health coverage aspect might not be a significant barrier for some, it can be for those who are supporting a family or leaving a traditional job with strong benefits.

“A plan like Integrity’s is a huge plus. It removes one of the quiet doubts people have when they’re deciding whether an agent career is actually realistic for them,” said Peter Abilla, a licensed Medicare agent with Resting Sycamore Advisors.

Independent agents will still be independent, but access to benefits like comprehensive health insurance would make the career feel more stable and sustainable.

Abilla believes it could certainly bring more agents in the door.

Why it’s a competitive differentiator

Even a generous compensation package may be less appealing for an agent when it doesn’t include health insurance.

For those who hire independent agents, a health plan like the one offered by Integrity may be the secret to growth.

After all, agents already compare organizations based on the support they receive in the form of CRM tools, lead discounts, training, technology, marketing help, and other resources that make it easier to build a business.

“Health coverage fits into that same category, but it is more personal and for many, even more important,” Abilla explained.

If one organization can help an agent solve a real-life concern like healthcare, it can certainly stand out in today’s crowded marketplace.

Access to a plan like Integrity’s may also allow agents to grow teams under them. They could find it easier to recruit others who prioritize health benefits for themselves and their families and, in turn, expand their business.

“If everyone starts offering health insurance for independent agents, it may become more of an expectation. For now, however, I think it’s a real advantage,” Abilla added.

Will others jump on board?

These days, many agents are trying to build a book of business while also managing the personal financial pressure that comes with being a self-employed, 1099 worker.

While quality, accessible health insurance coverage won’t solve all their problems, it can remove one major source of uncertainty.

“Accessible health insurance coverage may help an agent stay focused on building, recruiting, and serving clients instead of constantly worrying about high medical bills,” Abilla explained.

If Integrity sees stronger agent loyalty, better recruiting, or more agents choosing to build their business there because of health insurance, there’s a good chance other healthcare companies will follow suit.

Of course, there will likely be barriers.

“Cost, scale, and regulation could all make it harder for smaller organizations to offer something similar,” Abilla said.

However, if Integrity’s initiative proves to be successful, health insurance can be part of the value proposition for independent agents.

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Anna Baluch is a finance reporter and writer with more than a decade of experience. Contact her at [email protected]