This report distills how SMBs approach health benefits. Leaders view coverage as core to culture and crucial for recruiting/retention—even when not required—yet rising costs force constant tradeoffs. Brokers are essential guides, but SMBs still spend significant time researching, benchmarking, and ensuring compliance. Interest in innovative options (e.g., ICHRAs, level-/self-funding, captives) is high, but adoption is hindered by bandwidth, risk, and knowledge gaps. SMBs want a centralized, unbiased hub with clear pricing, simple comparisons, plain-language education, and user-friendly tools—plus stronger strategic/admin support—to make confident, cost-effective decisions.

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