There's a lot of noise in the
Lately, I've seen a growing trend: new middleware platforms pitching themselves as the all-in-one solution for carriers. They promise a plug-and-play model where one integration solves everything. Sounds great in theory. But if you've ever worked in insurance tech, you know theory and execution often live in very different ZIP codes.
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In my experience, direct integrations between a platform and carrier aren't just nice to have — they're critical. They create fewer points of failure, reduce the risk of errors and ultimately
When you introduce a third-party layer in the middle, you're often layering on costs, adding compliance risk and sacrificing service quality. I've spent enough time in this space to know that chasing simplicity on paper can complicate everything behind the scenes. Especially when that middleware solution is still building its team, hasn't finalized its tech and is marketing vaporware as a go-to-market product.
What's often missing from the conversation is the lived reality of implementation. It's one thing to sell a slick solution to a carrier. It's another to support it day in and day out across hundreds of employers, each with their own quirks and needs. That's where direct integrations shine. They give you control, accountability and a real partnership with the carrier. You're not sending support tickets into the void; you're working with teams who know your system and can help fix issues fast.
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Brokers also benefit. They need clarity and predictability to guide employers through the ICHRA setup process. When the tech stack is solid and direct lines exist between systems, they can provide better service and focus on strategy, not troubleshooting.
I understand why carriers are being pitched on shortcuts. From the outside, it looks easier to plug into one aggregator than manage multiple relationships. But the long-term cost of that shortcut could be greater. Fragmented service. Security concerns. Slower innovation cycles. And a loss of ownership over the customer experience.
Direct integrations aren't flashy. They take time. They require mutual trust and commitment. But they're the foundation of a scalable, durable ICHRA offering.
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I've spent my career sitting at the intersection of healthcare, insurance and technology. I've seen what happens when you skip steps. I've also seen the power of building things the right way, even when it takes longer. That's the future I'm betting on and the one I believe brokers, carriers and employers deserve.
