Brokers

Trusted Infrastructure for
Your Client Relationships
- 80
  
  80
  +
  
  Broker partners
- 300
  
  300
  +
  
  Employers use benefitbay
- 41
  >
  41
  k
  
  Lives on platform
- 95
  
  95
  %+
  
  Broker retention

Trusted by Broker Partners at
& more

More ways to win with ICHRA (CHOICE). Fewer ways to get stuck.

ICHRA can create significant value for the right employer. benefitbay turns that opportunity into a repeatable part of your benefits practice.

01

Win the Right Opportunities.

Build a clear strategy from a client census. Model contribution scenarios, classes, affordability, and plan availability while the opportunity is still active.

02

Keep the Relationship at the Center.

Lead the recommendation while benefitbay brings the platform, materials, and expert support that make ICHRA easier to introduce and manage.

03

Operate Without the Drag.

Move from design to enrollment, funding, and reporting in one accountable model—not a patchwork of spreadsheets and vendors.

04

Create a Scalable Practice.

Grow with a PEPM structure, plus portfolio reporting, renewal support, and dedicated partner resources.

A broker-led partnership

You lead the
strategy. We help
carry it through.

benefitbay gives you expert resources
for every stage of ICHRA, while you
remain the trusted advisor to your client.

01

Identify
Spot a client who
needs a new path.
02

Evaluate

Model feasibility, classes, and
contribution approaches.
03

Recommend

Lead the client conversation
with evidence in hand.
04

Launch

Coordinate design, enrollment,
funding, and implementation.
05

Grow
Use reporting and renewal strategy to strengthen the account.

We always take a white-glove service approach with our clients and pairing them with an administrator that operates in a similar light is where we’ve seen the most success. benefitbay absolutely fits that mold.

Jackson Lee, ICHRA Specialist, Lockton

Model it. Fund it. 
Support it.

ICHRA becomes difficult when the work lives across disconnected tools, vendors, and spreadsheets. benefitbay brings the essential pieces together.

01

Win the Right Opportunities.

Build a clear strategy from a client census. Model contribution scenarios, classes, affordability, and plan availability while the opportunity is still active.

02

Keep the Relationship At the Center.

Lead the recommendation while benefitbay brings the platform, materials, and expert support that make ICHRA easier to introduce and manage.

03

Operate Without the Drag.

Move from design to enrollment, funding, and reporting in one accountable model—not a patchwork of spreadsheets and vendors.

Partner
Success

Helping you identify opportunities, model scenarios, strengthen the client conversation, and grow your ICHRA (CHOICE) book with a dedicated partner at your side.

Let's Connect

Customer
Success

Working alongside employers and their brokers through setup, implementation, and the day-to-day operations that keep a program running smoothly.

Employer Relationship

Employee
Success

Providing real, W-2, licensed human enrollment and coverage support for your clients’ employees — so routine questions do not become another service queue for your firm.

Employee Relationship

Flat Spend

despite 38% headcount growth
- 3 M+
  $
  3
  M+
  
  employee costs avoided
  over five years
- 70 %
  
  70
  %
  
  of enrolled staff pay the same
  or less than five years ago

The addition of ICHRA has really given us another arrow in our quiver for employers in specific situations that might be looking for something different.

Anthony Murphy, Broker, Senior VP, Gallagher Benefit Services

Compensation,
Protected

Keep your comp. Keep your client position.

benefitbay supports a broker PEPM compensation model designed to keep your compensation at its current level or higher. You set the compensation structure, and benefitbay collects and remits it through the platform. Brokers also retain AOR on all ancillary products.

Unlimited platform access 
Bring more team members and employer groups into a consistent workflow.
50-state quoting and plan shopping 
Evaluate opportunities across diverse workforces in one platform.
Portfolio visibility
 Track enrollment, funding needs, payroll files, and documentation across clients.
Dedicated broker resources
 Work with a Partner Success team that supports your growth, implementation, and renewal strategy.

An ICHRA (Individual Coverage Health Reimbursement Arrangement) lets an employer set a fixed monthly contribution amount that employees can use for individual health insurance they buy on their own, instead of enrolling everyone in one employer-selected group plan. Employers can offer different contribution amounts to different employee classes — for example, full-time versus part-time, or by location— as long as the classes are structured within IRS rules. Employees then shop for a plan that fits their needs, using their ICHRA allowance to cover premiums. There's no employer minimum size requirement and nogroup underwriting involved, which is part of why ICHRA has become a popular alternative for employers who want more predictable costs and more flexibility than a traditional group plan allows. benefitbay's platform and team handles the modeling, compliance checks, and ongoing administration so brokers can offer ICHRA with the same confidence as a group plan proposal.

Broker compensation on ICHRA plans is built into the benefitbay model, similar in structure to how compensation works on traditional group plans. Because compensation details vary depending on carrier relationships and market, we don't publish a single flat number here — instead, we walk through the specifics directly with each broker during onboarding. If you're evaluating whether ICHRA compensation will work for your business, that's a conversation worth having early, and we're glad to have it before you bring your first client through the platform. Schedule a demo and we can go through what it looks like for your book specifically.

benefitbay's team and technology support employees after they enroll, which is one of the biggest differences between an ICHRA and a group plan from a broker's perspective. Because each employee holds their own individual policy, questions about premium payments, plan details, or subsidy eligibility don't need to land on the broker one at a time. Our ARC (Advanced Reimbursement Checking) accounts automate premium reimbursement, and our support team is available to help employees understand their coverage. Brokers stay informed and remain the client's point of contact for the relationship overall, without being pulled into every individual policy question that comes up after enrollment.

benefitbay is different in three main ways. First, FULCRUM lets brokers model ICHRA plans in real time, adjusting contribution amounts and employee classes live instead of waiting on a static proposal. Second, our ARC (Advanced Premium Checking) accounts automate premium payments, handling employer contributions and employee contributions without manual tracking. Third, benefitbay pairs that technology with a team that helps guide employers and employees through their options directly, rather than relying on a self-service tool alone. Together, those differences mean brokers can move faster in the sales process and rely on more support after enrollment, compared with ICHRA administrators that offer either the technology or the service, but not both.

No. An ICHRA is not a group health plan — it's an employer-funded contribution arrangement that employees use to buy their own individual health insurance policy. With a traditional group plan, the employer selects one plan (or a small set of plan options) that applies to all eligible employees, and the plan is medically underwritten as a group. With an ICHRA, each employee shops the individual market and chooses the plan that works best for them, and the employer contributes to those premiums up to a set amount. That shift gives employees more choice and gives employers more predictable, controllable costs, but it also means the administration works differently than group plan administration brokers are used to —which is exactly what benefitbay is built to manage.

With FULCRUM, brokers can build an ICHRA proposal in minutes, often during the client meeting itself, instead of taking days to return with a static quote. You can set up employer classes, model contribution amounts, and show potential savings live, adjusting the numbers as the conversation moves. That real-time modeling doesn't just save time — it changes the sales conversation because clients see their actual options taking shape instead of reviewing a proposal built on assumptions after the fact. Full plan setup and enrollment timelines depend on the employer's size and start date, but the proposal and modeling stage is designed to move at the speed of the conversation. benefitbay's Partner Success team is always available to assist.

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Ready to Join Us?

Your clients need a benefits strategy that fits their people and their budget, without piling more work onto your plate. benefitbay gives you the ICHRA (CHOICE) platform and team to model it, propose it, and manage it — from the first meeting through renewal — so you can bring personalized benefits to every client with confidence.

Let's Connect