In an effort to respond to the economic drivers transforming the benefits sector, Digital Insurance, Inc. and Digital Benefit Advisors Inc. — formerly the advisory division of Digital Insurance — on Wednesday announced they have become a single operating company with a new name: OneDigital. The move combines the employee benefits agency with the employee benefits solutions to leverage technology for a digital community, says Adam Bruckman, president and CEO of OneDigital.
“Nothing is really changing from the way we go to market,” he says. “Everyone is coming under one umbrella, one brand.”
The decision and 18-month process to rebrand is a response to the “significant convergence” of broker consolidation, digitalization and an increase of millennials in the workplace.
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Bruckman says there will be no layoffs or changes to the internal structure to the company, which will continue its customer-focused approach to its clients. Before the rebranding, Digital Benefit Advisors moved from its 400 Galleria Parkway location to the Digital Insurance office at 200 Galleria Parkway. Bruckman says all of the Atlanta-based OneDigital employees now take up two floors in their brand new office space. The company has offices and employees across the country as well.
The rebranding comes at the “right time” for the company. “We found that we’re coming up on our busy season,” says Bruckman. “We just feel that we’ve got a great story to tell our clients. Doing that under one brand with a refreshed story makes sense for us.”
OneDigital manages nearly $4 billion in premiums for 35,000 companies.
The company is putting a larger emphasis on its digital presence, particularly in the data and analytics realm.
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Last November, Digital Insurance invested in Houston-based tech company GoCo.io, which produces an all-in-one HR and benefit solution. The platform, GoCo, will be available to small and mid-sized OneDigital clients. The company’s Digital Benefits Marketplace, a private exchange that enables employers to control rising benefits costs through defined contributions and fostering consumer engagement, will also be offered to larger businesses under the rebranding.
The technology OneDigital brings to its clients, says Bruckman, is a large benefit. The company is able to use analytics for its clients to help hire and onboard employees, he says, along with structuring how plans are benchmarked, how the benefit plan is running and how the data OneDigital uses sees where the clients’ offerings fit.
The technology angle is one of the value-drivers for the company, says Bruckman.
“We’re young and energetic and fresh thinking,” he says. “Over the years, Digital Insurance was a little too restrictive. There’s a lot of change in the industry – new solutions, new thinking, not the old, same approach.”
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