Do I Need a Broker to Buy Employee Benefits? (Spoiler: No, You Don’t)
Shopping for insurance should be as easy as stopping at 7-Eleven. So why does everyone act like you need a PhD in benefits to buy coverage for your team?
If you're a small business owner with fewer than 50 employees, you've probably been told the same story: "You need a broker to navigate employee benefits. Without one, you'll never find coverage, and you definitely won’t be able to afford it."
The idea that you have to use a broker to access affordable health benefits is outdated, and it could be standing in your way.
The Broker Myth That's Costing You Money
Here's what the traditional benefits world wants you to believe: employee benefits are so complex, so impossible to navigate, that you must hand over control (and a hefty commission) to a broker. They'll paint a picture of insurance as this mystical, incomprehensible beast that only they can tame, but this isn’t your grandfather's small business market anymore.
Reality check: You run a business. You make complex decisions every day. You don’t need someone else steering the process, just make sure you understand a few key guidelines before hitting the road.
Companies Making the Switch
Take Kindful Health, for example. They wanted quality health coverage for their team but weren't getting the support they needed from their broker-sponsored health plan. Instead of settling for poor service, they explored their options—including companies like Meridio.
The result? They found affordable benefits with a nationwide network and flexible options for their fluctuating workforce, all while getting expert guidance and support from real people.
"The agent was friendly, knowledgeable, and educated. She spoke very clearly and slowly so we could cover everything in one conversation. She had an upbeat tone and was polite all the way through." — Kimberly M., Kindful Health
Your Real Options (Beyond the Broker)
Let's break down what's actually available to small businesses in 2025:
1. The Health Insurance Marketplace (SHOP)
The Small Business Health Options Program isn't just for startups anymore, according to the Affordable Care Act (ACA) if you’re a small employer with under 50 full-time equivalent employees (FTE’s) you can access coverage. If you have multiple locations, part-time workers, or own a business in the U.S. you can browse plans, compare costs, and enroll directly online. No middleman required.
Think of it as the Amazon of small business health insurance. It boasts dozens of plan options to fit your business and team needs, with comparisons and calculators to help guide your decision. If you are unsure about how to calculate your FTE’s, the Marketplace has a great calculation tool.
2. Private Healthcare Options
Many insurers sell directly to small businesses. These are the types of plans you often think of when you hear the term ‘employee benefits’. Companies like Blue Cross Blue Shield, Aetna, and others have streamlined their direct-to-employer processes so you can now get quotes online, compare plans side-by-side, and enroll without ever talking to a traditional broker.
As a small business owner in the U.S., there are several options for health insurance with the big box names listed above being just the tip of the iceberg. Smaller benefit carriers work similarly to the BCBS and Aetna’s of the world where you get a quote online, compare plan options, and enroll your team in benefits all from the comfort of your desk without having to haggle with a Broker.
3. Modern Benefits Partners
These are the evolution of traditional brokers—companies that prioritize transparency, education, and genuine support over commission-driven sales. Thoughtful business leaders know innovation is what drives success, and getting exactly what your company needs in terms of affordable health benefits is key to the success of your business.
Modern healthcare benefit partners, such as Meridio, offer expert guidance without the pressure tactics, helping you navigate options that work for your unique team needs while keeping your best interests first. Leaving you in the driver seat.
4. Professional Employer Organizations (PEOs)
PEOs let you join a larger pool of employees for better rates and a broader range of coverage options. Your W-2 employees, part-time workers, and even 1099 contractors can benefit from enterprise-level plans typically reserved for Fortune 500 companies.
Utilizing a PEO often helps save time and administrative duties as they handle things like enrolling your employees and syncing payroll systems when you join their organization. This allows for streamlined integrations that reduce your workload while giving you access to better health benefits.
Why This Matters for Your Business
Choosing the right health benefits partner for your business helps you:
- Save money without sacrificing quality coverage
- Maintain control over plan selection and employee communication
- Get transparent pricing and honest guidance
- Access nationwide networks and flexible options for diverse workforces
- Work with real people who understand your business needs
The Bottom Line
You wouldn’t let someone else choose your office space, your bank, or your payroll software—so why settle for less when it comes to choosing employee benefits?
Today’s small business owners have more options, smarter technology, and better access to information than ever before. With the right tools and partners, finding the best employee health benefits can be just as straightforward as any other business purchase, all while still having expert support available when you need it.
Next Steps: Before you settle for poor service or outdated models, spend 30 minutes researching your options. Browse the SHOP marketplace, get quotes from private insurers, and talk to modern benefits partners who prioritize your needs over their commissions. You can start by getting a quote from a Merido expert who will inform you of your options and help guide your healthcare journey.
