2026 is here, and employers are approaching benefits decisions with a very different mindset.
They’re no longer asking what benefits to offer just to stay competitive. Instead, they’re asking more profound, more practical questions:
- Will employees actually understand this benefit?
- Does it support them beyond today’s paycheck?
- Can we deliver more value without increasing costs or administrative complexity?
For benefits brokers, 2026 is less about introducing new ideas and more about meeting evolved expectations. Employers want clarity, relevance, and support—not complexity. And one area that continues to surface in these conversations, when positioned thoughtfully, is life insurance with long-term care benefits.
1. “How Can We Offer More Without Increasing Our Budget?”
Cost control remains a top concern in 2026. Employers want to enhance their benefits packages, but they’re wary of additional employer-paid expenses.
That’s why voluntary benefits continue to play a growing role. According to EBRI, voluntary benefits allow employers to expand offerings without increasing premium contributions—while still improving employee perception and satisfaction.
How brokers can prepare now:
Employers aren’t looking for long lists of options. They’re looking for strategic guidance. Brokers who can explain how life insurance with long-term care fits into a broader benefits strategy—without increasing employer costs—are better positioned to earn trust and build long-term relationships.
2. “Our Employees Are Asking Better Questions—Can You Help Us Answer Them?”
Employees are far more engaged in benefits conversations than they were even a few years ago. They’re no longer passively enrolling—they’re asking thoughtful, practical questions such as:
- “What happens if I need care earlier in life?”
- “Is long-term care only something I need to think about at retirement?”
- “How does this benefit protect my family if something unexpected happens?”
This shift reflects a broader awareness of financial protection—but not always a clear understanding of how specific benefits work. Long-term care, in particular, is still widely misunderstood. Many employees assume it’s only relevant later in life or confuse it with traditional health insurance, which can lead to hesitation or missed enrollment opportunities.
How brokers can prepare now:
In 2026, employers are looking to brokers to bridge this knowledge gap. Clear, jargon-free education is essential—especially for benefits like life insurance with long-term care that offer value across multiple life stages. Brokers who can translate complexity into real-life scenarios and provide ongoing support beyond enrollment help employers feel confident that their employees truly understand what’s being offered.
3. “We Don’t Want Benefits That Employees Ignore.”
Employers have started paying closer attention to engagement and utilization. Benefits that look appealing but go unused are increasingly viewed as missed opportunities.
Life insurance with long-term care offers value across multiple life stages:
- Income protection during working years
- Financial flexibility if care is needed unexpectedly
- Support for families and loved ones
According to the U.S. Department of Health & Human Services, about 70% of Americans turning 65 will need some form of long-term care during their lifetime—a statistic that often surprises employees.
How brokers can prepare now:
Shift the conversation away from age-based assumptions. Employers want brokers who can help employees understand that long-term care planning is about protecting independence and financial stability, not just retirement.
4. “Can You Make This Easier for HR?”
HR teams continue to feel stretched in 2026. Employers increasingly expect brokers to reduce, not add to, their administrative burden.
A MetLife study shows that benefits programs supported by strong communication and education lead to higher employee satisfaction and trust.
How brokers can prepare now:
Being a broker in 2026 means being a partner. Employers value support that extends beyond enrollment—especially for benefits that require education, follow-up, and employee confidence, such as long-term care insurance.
5. “How Does This Support Financial Wellness?”
Financial wellness is no longer a trend; it’s an expectation. Employers want benefits that help employees feel more secure, reduce financial stress, and protect their families.
Life insurance with long-term care supports financial wellness by:
- Providing protection if care is needed
- Avoiding the “use it or lose it” concern of traditional LTC-only options
- Offering value whether or not care is ultimately required
How brokers can prepare now:
Frame life with long-term care as part of a holistic financial wellness conversation. Employers are far more receptive when benefits are tied to real-life outcomes employees care about today—not hypothetical futures.
What This Means for Brokers in 2026
Employers aren’t asking brokers to sell more—they’re asking them to simplify, educate, and guide.
Brokers who succeed now are those who:
- Lead with education, not complexity
- Focus on relevance and real-life value
- Partner with teams that provide year-round support
Life insurance with long-term care fits naturally into this evolved benefits conversation—when it’s positioned clearly and supported properly.
At The Voluntary Benefits Shop, this approach isn’t new. It’s how we’ve supported brokers and employers for more than a decade—and how we continue to help them meet the expectations of today’s workforce.