How Axial Benefits Group sells clients on its cost-saving group coalition model

When interest wanes to skepticism, 2017 Adviser of the Year tells employers he puts his compensation on the line to prove its value.

RODGERS: When we come in there and we tell our stories and we talk about our successes of our coalitions, I think that they intuitively understand that it sounds like it’s going to work. But then that interest wanes to somewhat of maybe even more skepticism so then they start to try and poke holes in it. So what we try and do then is have them understand the system and then we’ll share with them that we’ll put part of our compensation at risk to prove that what we’re doing really will work.
Our compensation is not based on a percentage of premium, it’s not based on a commission basis, it’s based on a fee for service. And by taking that one step further and putting our fee for performance process on where we’re putting our compensation at risk to prove the outcomes that we think that we can make really sort of solidifies it.
So internally, everyone sort of understands that we are trying to fix the system and that we are trying to align ourselves with the ultimate goal of lowering our clients’ healthcare costs so that every member of my team understands that our compensation is at risk so that they perform. And every decision that they make, every thing that they want to add to a program really has one thing in mind and that’s to lower the frequency and the magnitude of the claims for our clients so that we can lower the costs for them to provide healthcare to their employees.