As the year draws to a close, many business owners find themselves reacting to immediate demands: finalizing budgets, renewing plans, and preparing for the next cycle. However, for those who want 2026 to reflect more strategic growth, the planning process must begin now.
This is where advisors have an opportunity to lead. By initiating thoughtful benefits planning before the end of the year, you shift the conversation from transactional renewal to strategic direction. You help clients move away from reactive habits and toward a plan that actively supports their goals.
A benefits plan without strategy is just an expense
Many plans are renewed year after year with only minor adjustments, simply because they are familiar. That default approach rarely prompts a deeper look at whether the benefits offering still meets the needs of the team or the business itself.
Benefits are a significant investment, second only to payroll in most organizations. When they are not aligned with current business objectives, that investment becomes harder to justify. On the other hand, a plan that reflects the company’s direction, culture, and workforce needs can drive real value.
A good starting point is to ask: what is this plan actually doing for the business today, and what should it be doing in 2026?
Reframing the conversation changes the outcome
Effective planning does not require a brand-new solution. Often, it begins by reframing the conversation. Rather than asking, “What are we renewing?” consider asking, “What has changed, and what needs to change in the year ahead?”
This approach moves the discussion away from technical details and toward strategic outcomes. It gives your client room to reflect and helps you provide insight based on where their business is heading, not just where it has been.
Advisors who lead with this kind of intention demonstrate a level of value that extends well beyond the annual renewal cycle.
Clients are not asking for this conversation, but they need it
In many cases, clients are not actively seeking a planning discussion. They are busy, the end of the year is approaching, and inertia often takes over. That is exactly why this moment matters.
Advisors who take initiative and offer a process for planning, not just pricing, elevate their role. They become trusted partners rather than service providers. When clients see that their benefits plan can be adjusted to meet future goals, they begin to view those conversations as essential to their business success.
Planning support you can count on
If you’re ready to help your clients think more strategically about their benefits in 2026, we are ready to support you. At The Benefits Trust, we work with advisors to bring structure and insight to the planning process. Whether your goal is to improve retention, design smarter plans, or simply show up differently with your key clients, we can help.
We offer the tools, data, and guidance to ensure you are prepared to lead these conversations with confidence before renewal season takes over.
Start planning with purpose today
Stronger outcomes in 2026 begin with smarter conversations right now. Contact us to learn how we can help you support your clients through intentional, business-aligned benefits planning.
