10/13/2026
For benefits brokers, the broker of record relationship is built on trust, expertise and being the person a client calls when benefits decisions need to be made. Now payroll and HR technology companies are competing for that same role.
Payroll providers are expanding into HR, benefits administration, enrollment and employee support, and since they already work with employers every payroll cycle, they’re in a natural position to become the go-to benefits resource. When that happens, the broker’s role becomes less visible and the BOR relationship is put at risk.
The answer is to partner with a benefits administrator that works alongside you, not around you. HRPro works as an extension of the broker’s team, handling Payroll, HRIS, COBRA, FSA, HSA, HRA, commuter, LSA and billing services, so everyone has a clear role:
✅ Broker: strategy, advice and the client relationship
✅ HRPro: benefits administration, service and technology
✅ Employer: a stronger, more complete benefits experience
Our goal is to make our broker partners stronger, and to make sure you’re still the one leading the conversation with your clients.
Read the full post: https://loom.ly/GsfrD0M
