5 Things to Look for in a Benefits Advisor

Dave Dickinson
Senior Partner & Co-Founder, PRIME Benefits Group

Your benefits plan does a lot behind the scenes. But is your advisor helping you get the most out of it?

Here are five things worth paying closer attention to:

1 – They understand your business.

No two teams are the same. Your workforce, your priorities and your challenges are specific to you. A strong advisor takes the time to understand how your organization works and offers advice that fits the needs of your team and stands the test of time.

2 – They show up all year, not just at renewal.

Benefits aren’t static, and neither is your workforce. Questions come up, needs change, and priorities evolve. An advisor who stays connected throughout the year can help you keep pace. Regular check-ins, proactive reviews and ongoing communication throughout the year make a noticeable difference.

3 – They make your data easy to use.

Most plans come with reporting. The real question is whether you can actually use it. You should be able to quickly understand:

• What employees are using
• Where engagement is increasing or dropping
• What trends are emerging over time

If the data is difficult to interpret, it’s difficult to act on. Clear, practical insights can help you make better decisions.

4 – They help your employees use the plan.

A well-designed plan only works if your team understands it. Employees need to know what’s available, how to access it, and how it fits into their day-to-day lives.

That support can look like:

• Simple, plain-language explanations
• Guidance during onboarding or plan changes
• Timely reminders that keep benefits top of mind

When employees feel confident using their benefits, engagement tends to follow.

5 – They bring forward ideas before you ask.

Employee expectations are changing. Mental health support, financial wellbeing, virtual care, and women’s health are all seeing increased attention across Canadian plans.

A good advisor doesn’t wait for you to ask. They bring forward ideas, flag what’s changing, and help you decide what’s worth exploring. Sometimes it’s a small adjustment. Sometimes it’s something bigger. Either way, your plan stays relevant.

What does this mean for you?

The right support can strengthen your plan, improve the employee experience, and help you make more confident decisions over time. If you’re not sure you’re getting that level of support, it may be worth taking a closer look.

Our team at Prime Benefits Group is always available to talk through what’s working and where there may be opportunities to strengthen your plan.