More and more, open enrollment is being conducted online — cloud-based software provider PlanSource recently found that 70% of adults prefer online enrollment. “It’s going electronic, that’s clear,” says Joe Ellis, CBIZ Benefits & Insurance senior vice president. Ellis attributes the surge in online enrollment to the Affordable Care Act as well as affordability of technology.

The challenge for brokers is finding a way to increase lower participation rates historically associated with online enrollment. Having a professional enroller on site who understands the process and can answer questions is essential, Ellis says. “It’s the method of enrolling,” he says, not a paper versus online issue. “It’s whether it’s assisted or not.”

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