5 Broker Trends Shaping Advisory Work in 2026

Brokers are navigating one of the most complex advisory environments in recent years. Clients are facing tighter regulations, rising healthcare costs and growing pressure to make the right decisions around human resources (HR) and benefits technology.

As those challenges build, many are turning to their broker for clarity on what’s changing and what matters most right now. According to isolved’s Advisory Services Research: Activating HR’s Trusted Village report, 93% of brokers say clients now ask for support beyond traditional services.¹

The five trends below highlight where clients need more guidance and where brokers have opportunities to deepen relationships and grow their advisory role.

Trend 1: Compliance expertise will be a major differentiator

Compliance has always been part of a broker’s role, but it’s increasingly central to how clients measure advisory value and the strength of consulting services. In the research, brokers say managing risk and staying compliant are their top business challenges. Clients are feeling that same pressure as regulations continue to expand across states and agencies.

Brokers cite the following as their clients’ most pressing compliance concerns:

1. Employee Retirement Income Security Act (ERISA)

2. Consolidated Omnibus Budget Reconciliation Act (COBRA)

3. Family and Medical Leave Act (FMLA)

4. Affordable Care Act (ACA)

5. Mental Health Parity and Addiction Equity Act (MHPAEA)

With more at stake, 58% of brokers report rising demand for compliance support, and 47% say clients are showing greater interest in human capital management (HCM) platforms that bring HR, payroll, benefits and talent management together in one place like isolved People Cloud™.

Employers are also paying closer attention to audits and notices from the Department of Labor (DOL) and the Internal Revenue Service (IRS), often relying on their broker to help interpret what those updates mean for their plans. To keep pace, many employee benefits advisors are strengthening relationships with third-party administrators (TPAs) and HCM providers like isolved. Offloading administrative work helps brokers stay focused on what clients value most: understanding what is changing and how to respond.

Trend 2: AI will help anticipate client needs and strengthen advisory value

Many brokers are already exploring how artificial intelligence (AI) can support their advisory work. In practice, AI is helping benefit advisors automate routine tasks and surface insights that inform better client conversations.

According to the research, brokers are using AI in several ways, including:

1. Automating compliance monitoring (53%)

2. Financial wellness planning or investment strategy personalization (50%)

3. AI-powered analytics to customize employee benefits packages (48%)

4. Recruitment and retention strategies (48%)

5. Referring clients to HCM platforms that use AI (41%)

Only 2% of brokers say they’re not using or exploring AI at all. Most are testing how AI fits into their workflow, especially as clients ask more questions about automation and its role in HR and benefits. Those who are using AI tools report tangible benefits, including streamlined compliance, stronger employee engagement and faster hiring. Looking ahead, brokers expect it to have the greatest impact on financial forecasting, benefits planning and compliance tracking.

Trend 3: Clients will expect broader, more connected support and technology

Client expectations continue to rise. Nearly all brokers surveyed (93%) say clients now ask for support beyond plan design or renewal. Seventy-six percent report that at least one-quarter of their clients seek guidance on HR or benefits technology.

Brokers say these expectations have increased over the last 12 months:

1. Insights on AI tools or automation trends (46%)

2. Support with compliance changes or regulation updates (36%)

3. Recommendations on HR or HCM technology (33%)

4. Ways to improve employee experience or engagement (31%)

5. More frequent or proactive communication (29%)

These conversations extend well beyond open enrollment. Employers want advice that helps connect benefits strategy, compliance and technology to broader workforce goals. Many are navigating these areas for the first time and rely on their broker to help prioritize what matters most.

Trend 4: Economic uncertainty will increase the need for strategic guidance

Economic uncertainty continues to influence employer decision-making. Brokers rank their clients’ top challenges as:

1. Economic uncertainty

2. Adapting to technology innovation

3. Data and privacy security

4. Navigating regulatory updates

5. Maintaining compliance

When asked what will shape advisory work over the next two to three years, brokers point to rising healthcare costs, data privacy regulation, AI and automation and shifting benefits expectations. These pressures naturally lead clients to look for more ongoing guidance. Many clients want help understanding how costs or regulations could affect their plans and what options they have to adjust without adding unnecessary risk.

Trend 5: Adaptability will become a bigger driver of advisory growth

Brokers are also thinking differently about growth as clients' unique needs evolve more quickly.

When asked where they see the greatest opportunity in the year ahead, brokers say:

1. Embracing AI and automation for personalized investment strategies

2. Adapting to regulatory changes for enhanced compliance

3. Exploring sustainable investing to meet evolving client demands

Digital engagement is playing a larger role, too. Seventy-five percent of brokers say digital marketing is now a top source of new business. To support those efforts, many brokerages rely on partner relationship management (PRM) platforms, like isolved PartnerHub, to access ready-to-use marketing resources, stay aligned on messaging and campaigns and keep their outreach moving throughout the year.

What These Trends Mean for Your Advisory Strategy

Together, these trends point to a clear shift. Employers are looking for brokers who can support more than just employee benefits programs. They want a partner who understands the pressures they face and can offer steady guidance throughout the year. By staying close to these trends, you can strengthen client relationships, expand your advisory role and adapt your strategy as needs change.

Download the Emerging Trends for Brokers report to see how brokers are responding and where advisory priorities are headed next.

^{1: Advisory Services Research: Activating HR’s Trusted Village, isolved, 2025}