Zenefits announced today it is offering employers an Affordable Care Act compliance tool for free — a tactic some industry experts say raises the bar again for competing benefit brokers, but others claim is too little, too late.

Zenefits is rolling out an ACA compliance automation tool to its benefits customers that “makes it simple for businesses to comply with the ACA new coverage and reporting requirements, and avoid costly penalties from the IRS for missing any deadlines,” says CEO and co-founder Parker Conrad.

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