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The rise of the gig economy is akin to a “tsunami that is not too far from crashing on the beachfront,” Joseph Murgo, executive lead at Anthem, said recently at EBA’s Workplace Benefits Summit conference in Boca Raton, Fla.

The American economy is becoming more dependent on this workforce, he explained, leading to a “seismic change and reconfiguration.” As a result, brokers need to ready themselves to provide benefits to this demographic, but first need to understand more about what motivates them.