Jacob Campbell’s Post

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President at Campbell & Co. Insurance Consultants - A Navacord Broker Partner

The small-to-medium business segment has long been underserved when it comes to employee benefits. Yet, with 68% of medium-sized businesses identifying comprehensive coverage as critical to their talent strategy, it’s clear this market has a ton of untapped potential. As Deloitte Canada highlights, SMBs are not only seeking affordable and competitive plans but also tailored solutions that address their workforce's unique challenges directly. Price remains a top priority for 52%, yet many also emphasize the importance of wellness services, modular offerings, and streamlined digital tools that improve accessibility. For insurers, the opportunity lies in creating scalable, integrated solutions—bundling health and retirement plans, leveraging digital self-service capabilities, and building partnerships with brokers and TPAs to reach smaller businesses. The shift toward this market is a part of a growing competitive strategy to align meaningful benefits with the needs of a significant portion of the Canadian workforce. #EmployeeBenefits #SMBStrategy

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