Changing Role of Health Insurance Agents

Traditionally, the role of the insurance agent for most smaller companies has been to scour the marketplace annually or every other year for a cheaper deal, including plan changes that lower the cost. For this, the agent is paid a commission ...ranging from 1%-3% for larger companies, to about 5% for smaller companies ... and sometimes significantly higher than that the first year.
However, there is a likelihood that the agent's role will increasingly morph to being a consultant on a wider range of programs that can mitigate insurance costs ... and to get paid a fee for providing that consulting. Right now, companies want advice on how to cost effectively approach the Wellness/Fitness programs that can create better health and productivity. Much of what companies currently do is sold to them by the providers, and is cost in-effective or at least not cost-justified. They need an expert who can sort the productive from the non. Agents will have to figure out how to price this additional role.
Another influence will be federal/public pressure to continue to reduce the product distribution costs inherent in an insurance company's administrative costs. Currently, the biggest element is that 5% commission charge. There will be pressure to reduce it.