What gives brokers a competitive edge? In many cases, it’s giving clients the feeling that they are getting the maximum value for their investment in employee benefits. That perception isn’t measured in dollars alone, but in market intelligence gained, practical problems solved and cost or time-saving technology solutions harnessed.

One approach that has proven successful for Justin Hanratty, CEO of Plymouth, Minn.-based Hanratty and Associates is giving clients free access to a seasoned human resource expert as well as employment attorneys. Several years ago he brought this HR expert, Larry Morgan, on board to respond to callers on an HR hotline that he set up. Morgan, who had served as chief human resources officer in several large corporations in the region, fields a wide variety of client questions daily.

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