Getting Your Clients Ready for Renewals

Like it or not,  renewal season comes around like clockwork every year. But it can still catch small business owners off-guard when it arrives, bringing along stress, confusion, and an eleventh-hour rush to make important decisions. Whether you’re a benefits broker, accountant, or consultant, you know that this time of year can make or break a client’s satisfaction with their benefits package—and your value as a trusted advisor.

When you help your clients approach renewals strategically (and early), you’re doing more than just avoiding future headaches. You’re also helping them make smarter decisions for their people and their bottom line. Here’s how to prepare your clients and answer their questions now, so they’re ready when the renewal notice lands in their inbox.

Why Renewal Season Matters More Than Ever

About 165 million workers in the U.S. get their health insurance coverage through their employer. And somewhere between 15% and 20% of insured individuals will change their health plan (or experience a disruption in coverage) each year, according to recent research. Translation: Renewals affect a huge number of workers every single year—including many small and mid-sized businesses.

Renewals aren’t just a routine administrative process, either. With rising health care costs, the pressure of inflation, and high employee expectations, the stakes are higher than ever for decisions about benefits. If a renewal is handled poorly, it can lead to increased costs, decreased employee satisfaction, and higher turnover.

At the same time, business leaders are already stretched thin. They’re looking to you—whether you manage their benefits, finances, or operations—to guide them and ensure they don’t miss a beat when it comes to renewals. The earlier you can help them prepare, the more control they’ll have over the outcome. Looking for a good place to start? Here are a few helpful tips to set your clients up for success. 

Helping Your Clients Prepare for Renewals

1. Start Early (and Stay Ahead of the Game)

One of the biggest mistakes companies make is waiting too long to begin their renewal planning. Encourage your clients to begin thinking about their options 60 to 90 days before their plan renewal date. That might sound like too far in advance, but early planning gives room to assess their current offering, explore alternatives, and make strategic decisions, rather than settling for the default when time runs out. To nudge your clients in the right direction, try setting up a simple timeline for them with clear milestones. You can even schedule a check-in with each client now to start the conversation.

2. Benchmark Their Current Plan

Of all the questions your clients could ask about renewals, the most important one might be: “Are we getting a good deal?” Examine their current plan to help them understand how their benefits stack up against the market. Doing research can be a huge help here. Use data from your PEO partner or industry reports to show how similar companies are structuring their benefits—what they offer, what they contribute, and what trends are emerging.

This kind of insight helps clients stay competitive and contain costs. Plus, it shows that you’re thinking beyond just renewal logistics and acting as a strategic partner who can help clients grow.

3. Review Employee Usage and Needs

The more you understand about your clients’ current benefits, the better. Don’t be afraid to ask questions about their plans and how employees use them. Are employees actually taking advantage of the benefits that are offered? Are there underutilized plans or unmet needs?

To get that information, encourage clients to survey employees (even informally) or review usage data. That way, they’ll know they aren’t wasting money on plans that no one values, or missing opportunities to add benefits— like mental health coverage or voluntary benefits—that can actually drive retention.

4. Explore Plan Design Options

When it comes to benefits packages, there’s no such thing as a one-size-fits-all solution. This is especially in today’s dynamic benefits landscape, which offers more customization than ever. To make the best decisions, clients should understand the range of options available. That includes high-deductible health plans, PPOs, HSA-compatible structures, telehealth, and more.

If your clients are working with a PEO, many of these choices are easier to offer because of pooled buying power and pre-vetted plan menus. Help them match plan design to employee needs—not just to price tags.

5. Cover the Compliance Bases

Benefits compliance is full of invisible traps, such as ACA reporting, COBRA continuation, ERISA notices, and contribution rules, just to name a few. PEO clients often have much of this handled, but that doesn’t mean your clients should get in the habit of assuming that they can be hands-off. 

A gentle reminder can help clients avoid costly mistakes. Make sure they know what documents to expect, what deadlines are approaching, and who’s responsible for which tasks.

Why Your Role Matters

Renewal season can be challenging, but it also offers one of the clearest opportunities for advisors to prove their long-term value. When you step in with a game plan instead of reacting to a renewal notice, you show that you’re thinking ahead—just like a business partner should.

Whether you’re advising on plan design, financial strategy, or compliance, you become the person your client trusts when the stakes are high. That trust leads to stronger retention, more referrals, and deeper partnerships.

A New Way to Think About Renewals

Renewals don’t have to be overwhelming—for your clients or for you. By helping them start early, analyze the right data, and make informed decisions, you can turn renewal season into a strategic advantage.

And if you and your client are working with a PEO, even better—the heavy lifting is already built in. Ready to help your clients make smarter choices this renewal season? Let’s get started.