Onboarding new Groups can be a cumbersome, yet critical part of the enrollment process for health insurance Brokers. While you may have won your Groups over during the sales process by providing fast quotes and professional proposals, you still have your work cut out for you over the next 90 days.
Client onboarding is the process of bringing on a new client to your agency. It’s your opportunity to build a relationship, address concerns, get the client up to speed and start the relationship off on the right foot. A poor onboarding experience can make a Group feel like you may not be the right Broker for them. However, a study from Harvard Business Review shows that an increased focus on onboarding can make a significantly “positive impact over the life of the contract for revenue, client renewals and client referrals.”
Broker Onboarding Process
Successful onboarding is, perhaps, even more critical in the complicated landscape of health insurance, where Employers might fumble over basic healthcare terms or need some assistance with enrollment software.. For a more stress-free enrollment process and greater client retention, Brokers can follow these steps for onboarding new Groups:
1. Welcome the Client
It’s important to make your Groups feel welcome right from the start. While you’ve likely already made a connection with the business owner, it’s important to introduce yourself to the employees as well. You can do this either in person or via email. In welcoming the Group, use this time to clarify what they can expect of you as their insurance agent. You’ll want to set expectations for communication (e.g., How can you be reached? How long should it take to receive a response?) and collecting information, while reinforcing the value you’ll bring to their Group.
2. Gather Group Data
Collecting Group data is an important part of the onboarding process. Without this information, how can you begin enrollment? When adding a client in FormFire, you’ll need to collect the following information from the Employer:
• Employer name
• Tax ID
• Group contact name
• Group contact email
• Primary address
• Pay period
• Number of employees
• Continuation eligibility
• Employer options
3. Technology and Tools
You’ll also need to bring the client up-to-speed on the technology and tools you use. Walk-through demonstrations can be helpful to get the client acclimated to the software and answer any immediate questions they might have in real-time. As the Employer and their employees become more involved in the platform, provide troubleshooting resources to help them quickly and easily find solutions to issues like resetting an account password, and navigating the Employer Interview.
Insurance Onboarding Solutions
Today, health insurance software should go beyond quoting. Comprehensive enrollment solutions that address onboarding are available to Brokers looking to gain a competitive advantage in the marketplace. The right platform should include:
Preloading a Group’s information (short of medical information and plan selection) can mean that employees will spend even less time entering information online. Plus, you’ll be providing a better service to your Groups.
Employee data must be correct and complete when entered. Built-in error check will enforce data integrity and accuracy. For example, if a signature is missing or a year is entered incorrectly, the software will flag the error and require the user to fix it before submitting it.
Allowing employees to electronically sign using their mouse can save time capturing a legally binding signature. Electronic “wet” signatures can also be populated on a paper application when required.
By eliminating paper-driven systems, using compliant and secure portals to enter and store sensitive healthcare data can provide increased data security in the onboarding process.
Integrating the onboarding process closely with quoting and proposals is essential for an efficient workflow. Beyond that, integrating these systems with medical questionnaires and underwriting can further streamline processes with the Carrier.
FormFire is an all-in-one digital platform that can not only improve your onboarding process but can also enhance the lifetime value of your Groups. Unlike other health insurance software, new Groups can be set up within a matter of minutes, and the easy-to-use interface doesn’t require weeks of training. With FormFire, you and your Groups will have the added value of a customer support team for a positive customer experience from onboarding through enrollment. Contact FormFire today to learn more or to request a demo.