Why Employee Benefits Advisors Are Leaving Revenue—and Relationships—on the Table
As an Employee Benefits Advisor (EBA), you’ve already done the hard part.
You’ve earned a seat at the table.
You’ve built trust with business owners.
You’re the go-to for health, dental, and employee benefit renewals.
But if that’s where the conversation ends, here’s the truth:
You’re doing half the job—and leaving the other half of the paycheck behind.
The Blind Spot in “Benefits-Only” Advising
Business owners are fiercely loyal to the advisors who help them grow and protect what they’ve built. But if your planning stops at benefits, you’re walking out before the most valuable conversation begins.
They need more than group plans. They need a guide. Someone who can help them think through:
- What happens to the business if a key employee dies or leaves?
- What’s their plan for stepping back or selling the business?
- How are they protecting their equity and income in retirement?
“Only 35% of employers are confident their benefits programs adequately support their executives’ financial needs.”
— PwC, 2023 Financial Wellness Survey
That gap is your opportunity.
3 Conversations You’re Not Having (But Should)
You’ve already got the relationship. What you may not have is the framework to go deeper. These three conversations position you not just as a broker—but as a business strategist.
1. Key Person Insurance: What Happens If They Walk or Die?”
Every business has someone they can’t afford to lose—a founder, rainmaker, lead developer, or COO. And yet, most owners have no plan for what happens if that person dies, becomes disabled, or walks out.
“Key person loss is one of the top unplanned risks facing small business owners—and one of the most overlooked.”
— U.S. Chamber of Commerce, Small Business Guide
The Ask:
“Who’s the person this business can’t run without—and what’s the financial impact if they’re gone tomorrow?”
The Opportunity for You:
You introduce Key Person Life and DI coverage—positioned as business continuity protection, not just insurance. With DMI, you don’t have to design the case—we’ll show you how to present it, and WINSTON can help you prep answers in seconds.
2. Buy/Sell Planning: Is It Even Funded?
Most business owners say they have a succession plan. But when you dig, you’ll find:
- It’s old.
- It’s unfunded.
- It’s only a handshake deal.
And if it’s funded, it might use outdated structures that increase estate tax exposure or create policy ownership problems (hello, Connelly v. U.S.).
“A buy/sell agreement is only as strong as the funding behind it.”
— Journal of Financial Planning, 2023
The Ask:
“If something happens to you—or your partner—how does the business stay in the right hands? And is there funding in place to make that happen?”
The Opportunity for You:
You bring this risk to light. Then DMI helps you position funding strategies that are flexible, tax-smart, and built for the modern business owner. Bonus: Our 2-minute survey can help you surface this gap without needing to ask a single uncomfortable question.
3. Owner Retirement Planning: Who’s Helping the Owner?
Business owners spend so much time planning for everyone else—they often forget to plan for themselves.
“For many small business owners, the business is their retirement plan. That’s a dangerous gamble.”
— CNBC, 2023 Small Business Retirement Report
The Ask:
“What’s your plan to step back? How much of your wealth is tied up in the business—and do you have other assets working for your future?”
The Opportunity for You:
This is where DMI’s Split-Dollar, Executive Bonus, or BOLD Strategies come in. You don’t need to know the product. You just need to start the conversation. We’ll give you the messaging, materials, and case support.
🤝 You’re Not Alone—You’re Backed by a Team
You don’t have to be an estate planner or insurance tax nerd to lead these conversations.
With DMI, you’re never winging it:
- Business Market Coaching to walk you through real cases
- Marketing materials ready for client conversations
- Best-in-class products with simplified case design
- And of course—Winston, your AI-powered Business Market Guru
Winston doesn’t sleep.
Winston doesn’t eat.
Winston doesn’t even take a break to go golfing.
He’s available 24/7 to answer questions, run ideas, and coach you through business market opportunities—whether it’s 9:00 AM or 11:30 PM on a Sunday.
Think of him as your go-to expert and no-drama partner… all in one.
The Bottom Line
You’re already in the room.
You’ve got the trust. Now it’s time to own all of it.
Because when you move from “benefits broker” to “business strategist,” your income goes up, your retention goes up, and your referrals start coming from the C-suite.
Ready to Start?
Get access to the 2-Minute Business Owner Survey, conversation starters, and tools to win more business TODAY.
👉 Book Your Strategy Session with a DMI Business Market Expert
JOSHUA RHEM
VICE PRESIDENT – LIFE SALES
Joshua Rhem brings 15+ years of experience in insurance and investment services, including roles as an RIA, producer, and wholesaler. He’s passionate about making insurance a core pillar of smart financial planning—and laser-focused on helping advisors turn obstacles into opportunities. Whether it’s strategy, support, or swift answers, Josh shows up ready to help brokers, agents, and advisors grow their business and deliver real value to clients.
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