Research by Forrester in 2025 found low trust among consumers for health insurers. In fact, only about half of customers (54%) describe their health insurers as trustworthy. Even fewer insured adults, 48%, believe their health plan will act in their best interest. Among non-customers, only a quarter describe insurers as trustworthy. Those numbers are a big concern for health plans, insurers, and brokers.
That negative sentiment is echoed by other research by John Hopkins University. It found that public trust in the U.S. health care system fell from 71.5% in 2020 to 40.1% in 2024.
As trust in carriers fades, consumers and employers are increasingly turning to local, independent brokers as a primary source of information. You can help shield these individuals and small business owners (and their employees) from an increasing opaque industry.
4 Ways Brokers Can Build Trust When Carriers Can’t
You can prove your value to prospects and clients by:
- Continuously working to build client trust As important as products and services are, a Salesforce study found that 88% of customers believe their experience with a company is just as important. In all of your interactions, it’s critical that you be authentic, deliver on your promises, be transparent and honest, and provide reliable, responsive, and consistent service. Your goal should be to develop a relationship and become a partner – not just a vendor.
- Asking open-ended questions – and actively listening to the answers. HubSpot says only about two-thirds of buyers expect their sales rep to listen to their needs. Active listening allows you to develop greater insight into your customers’ needs. That can lead to more successful outcomes – for you, your clients, and their employees. (For other thoughts on becoming a more active listener, read the Forbes article, Four Behaviors to Make Active Listening Your Superpower in Sales.)
- Paraphrasing to ensure you are on the same page – In your discussions, if you’re unsure what your client is saying, follow up. Ask more questions to confirm your understanding of your client’s priorities and goals.
- Delivering flexible, personalized benefits solutions – Your customers expect access to a broad range of Medical, Dental, Vision, and other benefits. Workforce demographics may also play a role. You may need to offer multiple plan types or provider networks. That way employees are more likely to have access to their preferred doctors, specialists, and hospitals.
How Word & Brown Helps You Be the Broker Clients Trust
Leveraging your relationship with Word & Brown will help you, too. We have been dependable partners for brokers for more than 40 years. And we’re working every day to maintain our solid reputation. We are doing more than just what’s required. You can count on us for:
- Tools, Resources, and Support That Strengthen Your Client Strategy
We’re known for developing and delivering outstanding tools and resources to make it easier for you to find the right solutions to address your clients’ diverse needs. Whether your focus is Small Groups, Large Groups, Health, Ancillary, some combination, or something else (like PEO), we are here to help. In California, we can help with your Individual and Family Plan (IFP) sales, too.
- Hands-On Group Support That Moves Your Cases Forward
For group cases, we’ll present alongside you. Or in your place. We will expedite your enrollments and ensure everything is complete and submitted on schedule. That means you can be sure everything is processed for your client’s selected effective date.
- A One-Stop Partner With Service You Won’t Find Anywhere Else
We are your one-stop shop – offering personal assistance you won’t experience with others. Let us show you that “Service of Unequalled Excellence” is not just a promotional tagline. It’s our commitment to you and those you serve.
Let’s join forces so you can respond better to declining trust in our industry. Contact your W&B rep today or call 800-869-6989 if you don’t already work with us. You can also register online.
