The Insurance Broker Blog

As mentioned in another recent W&B blog this month, one of the biggest concerns for brokers is client retention. Today’s employee benefits marketplace is changing. Brokers and clients are seeing some of the largest premium increases in years. In 2026, KFF says employers’ premium increases are averaging between six and 10 percent. A few businesses have seen even bigger hikes – as much as 32%.

For 2027, similar increases are forecast. PwC said this month that medical premiums will increase in the employer market by nine percent next year. In the individual market, the expected increase is 8.5%.

What that means for you is tough conversations during your next renewal discussion.

To help you, we have developed some client retention tips to consider.

Month 1: Start Early — Post-Renewal Onboarding

Some of the industry’s most successful brokers – those who keep their books intact, year after year – do so by “staying present.” They make their clients feel like someone is watching out for them all year long.

Renewal does not begin 90 days – or even 180 days – out. By the time you’re sitting across from your client talking about rates, their renewal decision may be partly or fully made already. The decision won’t necessarily be based on rates. It may be based on how “present” you’ve been throughout the year.

Your calendar in dealing with your client renewal begins in the first month after their coverage begins. If a group starts or renews in July, their “Month 1” is August.

During that first month, you’ll want to focus on post-renewal onboarding:

• Send a handwritten thank you and “welcome back” note thanking them for renewing and confirming what’s changing with their renewal (if anything).
• Confirm ID cards for employees, billing, new plans details, etc.
• If there are a lot of changes, you might consider a summary of “what’s the same” or “what’s not changing” with the renewal.

Month 2: Enrollment Check-In

• Call or send an email to confirm that employees have received their new ID cards and related plan materials.
• Ask if the employer has received any questions from their team. It’s best to catch problems early on, rather than give them an opportunity to worsen (and for employees to grow bitter).
• Make note of any pain points already encountered; you can revisit these at your mid-year review.
• If you met mostly with leadership leading up to the renewal, work to develop a relationship with whoever will handle employee benefits day-to-day. That person could become your internal advocate.

Months 3–5: Build Loyalty Through Nurturing

• In months three, four, and five, you should take several steps to build your client relationship.
  -Share a genuinely useful thing – like a benefit trend, a compliance reminder, or a cost-saving tip. Keep it short. No ask, no pitch. Just something worth reading.
  -Check in to seek feedback on how employees are using the new plan. Offer to schedule a brief Q&A or a Zoom call, so employees feel supported. Document what you hear and discuss it further in your mid-year conversation later.
  -Send a brief note on what’s happening in your state’s benefits market. Frame it around your client’s future renewal – “here’s what I’m watching for you.” No pressure; you are just positioning yourself as a professional who is planning ahead and is on top of what’s going on at the local, regional, and national level.
• You might consider a small seasonal gesture – a coffee gift card or local treat. It doesn’t need to be expensive. It should feel personal.
• If your client has a company event, milestone, or anniversary, be sure to acknowledge it. Congrats notes cost little, but your remembrance can nurture goodwill.

Month 6: The Mid-Year Review

It’s during this time when you want to:

• Schedule a 30-minute meeting – preferably in person, or via Zoom, FaceTime, or another video program if not.
• Discuss utilization and claims trends (if available), employee feedback, and plan changes if applicable.
• Ask “Is the plan doing what you need it to do?”
• Address issues that came up during months 1-5.
• Begin a soft, early discussion of what your client and their employees want heading into renewal.
• Send a summary of your conversation within 24 hours of your meeting/discussion.

Month 7: Renewal Buildup Begins

Your quiet preparation will prevent your renewal conversation from becoming a scramble:

• Plan your Check-In for month seven. An email or quick call is sufficient. Nothing heavy.
• Ask about changes in headcount, budget, and employee composition.
• Discuss any changes you’re aware of that could affect renewal options or pricing.

Month 8: Renewal Research

• Pull claims data and utilization reports, if available.
• Consider market alternatives, so you’re not starting from scratch at 90 days.
• Identify potential red flags: high utilization, demographic shifts, plan dissatisfaction.
• Revisit mid-year notes to remind yourself of what your client said they wanted.

Month 9: 90-Day Renewal Countdown

• Send the 90-day renewal kickoff email.
• Schedule your first formal renewal meeting – 75 to 80 days out.
• Set expectations: timeline, what you’ll present, and what you need from your client.
• Confirm renewal date and carrier notification deadlines.

The tone of your outreach – calm, organized, ahead of schedule – signals you’ve got this handled.

Month 10: Present Renewal Options

During month 10, you’ll present renewal options available at your scheduled meeting:

• Discuss information on maintaining the group’s current plan – what’s the adjusted renewal rate, what might be changing (deductibles, copays, etc.).
• Bring two to three alternatives to compare against the incumbent plan(s).
• Frame the conversation around your client’s priorities – not your preferred option.
• Be prepared to leave your comparisons behind for your client. (A decision on-site is rare.)
• Schedule your follow-up call or meeting before you leave. (“Let’s connect in 10 days

Month 11: Decision and Paperwork

• Follow up your options presentation if you have not heard back from your client.
• Address employer and employee feedback; handle any objections.
• Once a decision is made, immediately act to schedule the group’s enrollment meeting(s) – in-person or online. Submit required paperwork. Don’t sit on it.
• Confirm the selected carrier deadlines and processes.

If there’s a holiday during this window, a small gesture sent to your contact is a nice touch. Renewal is often stressful; acknowledging it can help further nurture a positive relationship.

Month 12: Renewal Wrap-Up and Reset

As you wrap up your client renewal, you’ll want to:

• Confirm all paperwork is fully completed and processed, effective dates are set.
• Send a “you’re all set” summary to your client highlighting dates for the coming year.
• Ask your client if they want to consider something different next time.
• Re-set your calendar for the next cycle. Doing it now will help you later.
  Send a genuine note of appreciation to your client after your renewal. All-too-often, this is a missed opportunity. But it will be remembered.

Additional Client Retention Best Practices

• In reaching out to clients, a thank you or other note should be handwritten if possible (so long as they are legible). Brevity is important.
• A small seasonal gift acknowledges the season without overthinking it.
• Avoid gestures that feel like marketing. Gifts like branded merchandise do not build loyalty.
• Don’t make every touchpoint transactional. If you’re always asking for something – a referral, a decision, a signature – your clients will dread hearing from you. Make sure some of your touchpoints have zero agenda.

Get Renewal Support From W&B

When it comes to prepping for renewal – or prospecting for new business – your W&B team is always here to help. It doesn’t matter what size your group or what type of coverage they might be seeking. We have a broad portfolio, industry-leading tech, and industry professionals to help you quote, enroll, service, and renew more business. Contact your W&B rep today to get started.

If you are not yet working with us, register online or reach out to Jim Pippins, W&B’s Senior Director of Broker Success. We have been working with brokers for more than 40 years, and we’re known for delivering Service of Unequalled Excellence.

Frequently Asked Questions: Broker Client Retention at Renewal

When should a broker start preparing for a client’s renewal? Renewal prep should start the month after a group’s coverage renews, not 90 days before the next renewal. Staying present with check-ins, education, and feedback throughout the year is what protects retention — not the rate conversation alone.

What is the biggest driver of health insurance client retention? Consistent, non-transactional communication throughout the year. Clients tend to make their renewal decision based on how present and proactive their broker has been, not solely on premium rates.

How far in advance should renewal meetings be scheduled? Formal renewal discussions should be scheduled 75–90 days before the renewal date, with a kickoff email and research (claims data, market alternatives) beginning around month 8 of the coverage year.

What should a broker do during a mid-year client review? A mid-year review (around month 6) should cover utilization and claims trends, employee feedback, and an early, low-pressure conversation about what the client wants heading into the next renewal.

How can brokers reduce client churn without constant selling? By making some touchpoints purely educational or personal — sharing compliance updates, market trends, or small gestures with no ask attached — so clients don’t associate every outreach with a pitch.