Innovate to Differentiate: Strategies for Brokers & Consultants in 2025

By Jens Thorsen , a seasoned leader with over two decades of experience in general management, sales leadership, and corporate strategy within the healthcare and insurance sectors. As Co-Founder of Valhalla Business Advisors and former Practice Leader at USI Insurance Services, Jens has demonstrated exceptional leadership and expertise in brokerage and benefits consulting, driving transformative growth and innovative strategies.

As we move into 2025, the brokerage and consulting landscape is becoming increasingly competitive. Clients expect more than standard solutions—they demand true innovation. They look to brokers and consultants to guide them toward benefits strategies that address their most pressing challenges while delivering measurable value.

If you want to stand out as the go-to expert in your field, this is your moment to embrace forward-thinking solutions and lead the charge.

Client Expectations Have Evolved

A recent survey found that 82% of employers expect their brokers and consultants to proactively bring innovative solutions to the table (McKinsey). Employers are looking for strategies that manage costs and improve employee satisfaction and productivity.

Brokers and consultants operate in a crowded space, where standing out requires bringing forward fresh, actionable solutions. Innovative MSK strategies signal expertise and a commitment to addressing client challenges.

There are many opportunities to differentiate, and I want to highlight two major ones.

Mental Health: The demand for mental health benefits is at an all-time high. Employees are seeking support for stress, burnout, and anxiety, and employers know that addressing these issues improves retention and productivity.

Musculoskeletal (MSK) Conditions: MSK disorders remain one of the largest healthcare cost drivers, contributing to billions in lost productivity and absenteeism. Traditional approaches fall short, making innovation in MSK care a game-changer.

The consultancy space is more competitive than ever, and offering innovative solutions is key to setting yourself apart.

Lead in Mental Health Innovation

Mental health benefits are no longer optional—they are essential. Employers are expanding offerings to include therapy access, virtual counseling, and wellness programs.

How to Stand Out:

• Promote solutions like integrated Employee Assistance Programs (EAPs) or AI-driven mental health platforms such as Ginger and Headspace. Those are just some of the examples out there.
• Highlight the ROI: Studies show that every dollar invested in mental health yields a $4 return in improved productivity (World Economic Forum).

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Deliver MSK Innovation

• MSK disorders, affecting 1 in 2 adults, are a massive cost burden for employers. Solutions that address these issues proactively can save millions annually.
• How to Stand Out: Introduce evidence-based, tech-forward solutions like Apos?, which provide non-invasive, wearable MSK treatment designed to reduce pain and improve mobility.

Here’s why Apos??is the edge your clients are looking for:?

·????? Proven Outcomes:?Apos??reduces the need for elective total knee surgeries by up to 89%, with a 43% cut in MSK healthcare costs.?

·????? High Satisfaction:?98% of patients recommend Apos? to family and friends, making it a trusted solution for long-term pain relief.?

·????? Cost-Effective Care:?At least a 3:1 ROI in the first year, validated by independent claims data.?

Everyone recommends digital PT and painful injections. You are not everyone.

By recommending solutions like Apos?, you will not only deliver exceptional value to your clients but also differentiate yourself in a saturated market. Imagine being the consultant who introduces a pain-relief solution that saves costs, improves employee well-being, and transforms how MSK care is delivered.?

Brokers and consultants who embrace these opportunities are not just reacting to trends—they’re leading them.

Here’s how to differentiate:

• Build Your Knowledge Base: Stay informed about emerging solutions in mental health and MSK care. Clients expect you to know the latest innovations.
• Proactively Recommend Solutions: Don’t wait for your clients to ask—bring forward options like Ginger, Headspace, Apos and other great options out there. Position these as strategies that deliver clinical and financial value.
• Deliver Tangible Outcomes: Share case studies, pilot program results, and data-backed success stories to reinforce your expertise.

2025 is the year to redefine what it means to be a leader in the benefits space. Whether by tackling mental health, addressing MSK disorders, or other many costly conditions, the brokers and consultants who innovate will set the gold standard for their peers.

Your clients don’t just want solutions—they want leaders who can deliver transformative results. Now is the time to rise to the challenge, embrace innovation, and create lasting impact.

Are you ready to lead in 2025?

The newsletter is brought to you by AposHealth’s flagship solution Apos?.

Over 150,000 people worldwide have already been treated for knee, lower back, and hip pain- with Apos?, enjoying a better life while simultaneously reducing healthcare costs for themselves, insurance companies, and employers.

Learn more at www.aposhealth.com