How technology partnerships improve member experience and the bottom line

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Today’s leading carriers leverage an expansive (and growing) benefits technology ecosystem. But choosing and integrating with the right partners can be challenging.

In this webinar, Ideon hosts executives from Prudential, PlanSource, and Brella to discuss how carriers successfully develop robust 3rd-party partnership strategies to meet members’ needs and increase revenue.

Discussion points include:

  • Balancing in-house development with external technology partnerships
  • Meeting members where they are (the case for carrier-BenTech partnerships)
  • Industry-leading examples of successful carrier-BenTech partnerships
  • Key challenges in choosing the right partners, and integrating with external systems

 

 

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An API Road Map for Insurance Carriers

More and more carriers are adopting APIs to support fast, accurate data exchange with benefits administration platforms.

Why? Because API-powered enrollment and eligibility experiences are quickly becoming key carrier advantages.

But carriers focused on API development need a proven road map to follow, because the sequence is as critical as the API functionality.

 

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Introducing the Ideon Dashboard for real-time visibility of enrollment data

At Ideon, we’re dedicated to facilitating seamless enrollments and data exchange for our carrier and benefits platform customers. That means not only maintaining the fast, accurate, and scalable connections they expect, but also providing greater transparency and visibility—qualities that have been lacking in our industry.

That’s why we’re excited to introduce a major enhancement to our product suite: the Ideon Dashboard, a powerful new interface that compliments our existing API endpoints. With enhanced monitoring of group implementation statuses and the ability to submit, track, and resolve issues, this dashboard brings unparalleled visibility, efficiency, and collaboration to Ideon’s enrollment customers.

The dashboard enables effective three-way collaboration between carriers, benefits platforms, and Ideon, allowing for the swift resolution of issues when they arise. It eliminates the clutter of email threads and ensures no issues are overlooked, all in a centralized, user-friendly tool that keeps all parties in the loop.

Let’s take a closer look at some of the key features.

 

Improved Visibility with the Enrollment Tasks Manager

Historically, setting up and managing group enrollments required numerous steps and lots of back-and-forth communication between carriers and benefits platforms. Ideon’s dashboard changes this equation. Carriers and platforms can now access real-time updates on the status of enrollment data that’s been loaded into Ideon’s system. This added visibility minimizes confusion and prevents potential delays in member enrollment.

At a glance, customers can get an immediate overview of their data across all groups, including details such as carrier-specific identifiers and coverage start and end dates. For each coverage period, they can monitor the status and owner of all completed and upcoming setup tasks. 

Tasks can be assigned to specific users from the platform, Ideon, or the carrier, ensuring there’s alignment on next steps and responsibilities. Additionally, comments and attachments can be added to each task, providing necessary context and encouraging collaboration. This not only eliminates lengthy email exchanges but expedites the process of getting groups live.

Through the transparency and visibility provided by the Enrollment Tasks Manager, Ideon customers will always be informed about the status of their groups. They’ll have accurate and up-to-date information to share with members, brokers, and HR teams, ensuring a better enrollment experience with clear timelines and expectations.

Efficient Issue Resolution with the Customer Ticketing System

As carriers and benefits platforms’ operational teams know all too well, issues are bound to happen in our industry, whether it’s discrepant group information, a member inquiry, or another pressing matter.

The Ideon Dashboard offers streamlined issue resolution with its intuitive Customer Ticketing System. It centralizes communication and collaboration, allowing customers to easily submit, track, and resolve their questions, concerns, and escalations. With everything in one place, scattered communication channels like Slack and email are eliminated, and tickets are monitored right alongside the groups they belong to.

For each ticket, customers can provide notes, severity info, and useful attachments or documentation. Comment threads help maintain individualized communication with Ideon, and watcher functionality and email notifications keep customers in-the-know at all times.

Conclusion

The Ideon Dashboard is a powerful addition to Ideon’s enrollment solution, providing greater levels of visibility, efficiency, and collaboration to carriers and platforms—both during group setup and in production.

The new interface is designed to enhance the overall transparency and effectiveness of working with Ideon in a secure, centralized way. But it’s meant to complement, not replace Ideon’s suite of APIs.

All data and functionality offered by the dashboard are also available via Ideon’s existing API endpoints and webhooks. Using these features, our customers can seamlessly integrate status updates and other information into their own tooling and user experience. It’s all part of the unrivaled enrollment experience that Ideon delivers to our customers, their operations teams, and, ultimately, members, employers, and brokers.

Schedule a demo

The Ideon Dashboard has already seen great success among several of our carrier and benefits platform customers, and we can’t wait to show you all of its features. You can watch a short demo above, or reach out to schedule a personalized walkthrough.

 

Five takeaways: Ancillary quoting and the rise of 3rd-party platforms

Third-party platforms are modernizing how brokers quote voluntary and ancillary benefits, providing an intuitive digital experience to instantly quote and select multiple carriers and lines of coverage.

Sounds amazing, right? Some carriers have embraced this transformation, partnering with tech platforms to ensure their products are distributed to brokers via today’s growing digital ecosystem. But for others, there’s been hesitancy to adopt a 3rd-party strategy.

What factors are leading to these varied outlooks and strategies?

Ideon, an API company that connects carriers and platforms in an easy and scalable way, recently hosted a webinar where a panel of experts explored the evolution of ancillary benefits quoting, the value of 3rd-party partnerships, the digital demands of today’s brokers, and more.

In this blog, we highlight five key takeaways from the event, which featured:
–   Jeremy McLendon — Sr. Vice President at MyHealthily
–   Hannah Thompson — Sr. Manager of Solution Architecture at Beam Benefits
–   Eric Weiford –– Sr. Relationship Manager at Principal Financial Group

A full recording of the webinar is available for download, here.

1. The fear of spreadsheeting is overblown.

One prevalent reluctance among carriers, as they consider offering their products through 3rd-party platforms: Won’t this just lead to my plans being spreadsheeted?

All three panelists agreed — spreadsheeting is happening regardless, and carriers may as well empower it through distribution and great digital experiences.

“Distribution means some change in tradition,” McLendon said. “You’re probably going to be spreadsheeted as it is. So why not win and do it a little faster?”

Beam approaches spreadsheeting from a similar perspective, Thompson said. “Cool, put us on the spreadsheet, especially if that broker is getting a quote through a digital platform where we’re API-connected. Spreadsheeting is unavailable, but the shift over to API quoting is making it a lot more advantageous to carriers like Beam.”

“If brokers and general agents aren’t doing that, they are going to lose that business at some point anyway,” Weiford added. “From a broker’s due diligence, they have to spreadsheet every now and then.”

2. API-powered, fully-underwritten quoting is the new frontier.

APIs allow carriers and platforms to communicate and exchange information in real time. The technology is becoming favored for a range of benefits-related tasks, including enrollment, EOI decisions, claims, and more.

Recently, APIs have made their way to the ancillary quoting space, allowing users of platforms like MyHealthily to generate instant, underwritten quotes based on group-specific criteria. The platform submits group information via a carrier API, and the carrier’s algorithm spits out underwritten quotes, all within seconds.

“We have prioritized platforms that can connect to our APIs,” Thompson said. “Through API quoting integrations, we can ingest census data, which means we can provide custom, underwritten, real-time bindable rates to these platforms.”

3. There’s untapped potential in the small group market.

Digital quoting solutions were historically available only in the large group space, but according to Thompson, that’s beginning to change.

“That ability to deliver real-time, custom, underwritten rates through an API connection—or even via Beam’s own tools for small groups—it’s huge, it’s an underserved market,” Thompson said. “The ability to provide really sharp rates to small groups, in a way that the large group space has benefited from in the past, is a unique opportunity for our industry.”

Like Beam, Principal has designed its digital strategy to win business down market and bring modern technology to small businesses.

“Our bread and butter is in the small group space,” Weiford said. “We’re constantly having conversations with the intermediaries who are adopting these platforms, looking at what is and isn’t working, so we can be agile in trying to make things work for them and for Principal.”

4. Getting started requires gaining organizational alignment.

Custom underwriting is seen by many carrier reps as a differentiator. So, internally, how do carrier executives get buy-in and explain the value of 3rd-party quoting?

“Distribution via 3rd-party platforms is only going to get more eyeballs to your products,” Thompson said. “And that hopefully means more RFP conversions for your team. The way we position it internally, is if a broker is going to go through a platform, we will still associate a rep to those opportunities. Oftentimes, there’s still consultation that needs to happen, from the rep to the broker, to ensure the broker is positioning the product appropriately. We still plug our reps into that flow.”

Carriers, Weiford explained, can alleviate concerns among their reps by including them in conversations about third-party quoting, explaining that it will lead to more opportunities, and showing them detailed reporting. But, it might take time for total organizational buy-in.

“Adoption isn’t always there at first,” Weiford said. “When reps start seeing that they can get additional swings, then it starts getting a little bit more palpable. And then you start showing them reports, ‘hey, here’s 100 new opportunities, go win that business by working with the broker.’ Platforms are not the enemy—you’re working alongside them.”

5. The right strategy and partnerships can mitigate scalability concerns.

For third-party platforms that have ancillary quoting functionality, scaling up can be challenging. Platforms want to offer brokers lots of carriers and products, but doing so requires partnership discussions, relationship management, and technical integrations.

“We tend to be carrier-agnostic, as we want to offer a large marketplace to our brokers,” McLendon said. “But constantly vetting and integrating with carriers can take time away from our development team. We look for the carriers that are willing to adopt early — from our experience, those are the opportunities where we can grow together.”

Ideon, McLendon explained, has helped MyHealthily solve the scalability problem.

“Working with partners like Ideon, a middleware so to speak, is nice because it allows us to integrate with more carriers more quickly. That way we can take on other projects.”

For carriers, the value of working with Ideon is similar. It enables them to integrate with numerous downstream quoting platforms without building direct integrations to each system.

To watch the full webinar recording, click here. To learn more about how Ideon helps carriers and platforms grow in the ancillary quoting space, contact us and we’ll be in touch.

Ideon Insights: Beam’s Elek Pew talks distribution strategy as a tech-focused carrier

Welcome to the second episode of Ideon Insights, our monthly interview series featuring thought leaders and innovators driving the benefits industry forward. In this episode, we had the pleasure of speaking with Elek Pew, Head of Digital Partnerships at Beam Benefits, an ancillary benefits provider known for its innovation and digital-first approach.

In this Q&A, Elek provides insights into the evolution of the benefits technology ecosystem and the unique advantages that come with being a digitally native carrier. He also delves into how Ideon complements and enhances Beam’s digital distribution strategy, enabling seamless integration and collaboration within the industry.

For Elek’s complete thoughts on digital distribution, partnership strategy, and more, watch the video here.

Below we’ve highlighted six key moments from the conversation.

 

IDEON: How has the transformation of benefits technology informed your distribution strategy?

ELEK PEW: Technology is really at the forefront of everything today. Efficiency is king, especially in the small group market. We see that brokers care most about being really quick and efficient, so we pride ourselves on meeting those distributors where they are — whether that’s XYZ quoting or enrollment platform, or Beam’s own digital tools.

If they use a third-party system to quote business, we’ll find a way to integrate with that platform whether it’s through Ideon or directly. We’ll meet them where they are.

 

The benefits ecosystem is getting more complex. How do you choose the right partners?

There are a few things we think about when it comes to partnership strategy.

    • Do we potentially have access into a limited marketplace, where Beam is one of three or four benefits providers? 
    • What does the partner’s technology stack look like in terms of their ability to integrate? If a new partner comes to us and says, “we’re already integrated to Ideon” — that’s great for us. We know there’s not a ton of work to activate that new partner, compared to a net-new direct connection.
    • How do they think about API connectivity? Are we living in a file-based world? We’ll meet people where they are, but that’s definitely something we think about.
    • Are they willing to offer all of our product lines? Beam was historically a dental-first company, but now we’re focused on Beam as an ancillary benefits provider.

 

How does Ideon fit into your distribution strategy?

We definitely see the value in the partnership with Ideon from a middleware standpoint. As Beam has transitioned from Beam Dental to Beam Benefits — bringing on voluntary life, accident, hospital, and critical illness — our ability to turn those products on through one connection to multiple players in the ecosystem is game-changing. It’s a powerful thing that we want to continue to invest in.

We’ll connect to third-party platforms directly if that’s their preferred method, but we’ll meet folks where they are. Some will say, “we want to connect through Ideon,” and we’re more than happy to make that happen. It makes our jobs a lot easier knowing we have a trusted player in the middle, ensuring that our data is presented accurately and the data Beam gets back is in top fashion.

 

What are the advantages of being a newer, tech-focused benefits carrier?

Beam is well positioned in the market because, at our core, we’re a digitally native company. The idea of exposing our core functionality—enrollment, admin, quoting, etc.— and embedding our products into the benefits ecosystem really is inherent in how Beam has built core capabilities.

We’re able to go to market really quickly with new platform integrations because we’ve built our systems with the concept of exposability in mind. Now that the market is moving to third-party platforms, we’re well positioned to be able to connect and meet distributors where they are in the marketplace.

 

Why are rating APIs valuable for Beam and brokers?

Without a rating API, rates could only change once per quarter and it didn’t allow for customization — rates were prepackaged.

With a rating API like the one we’re building with Ideon, we’re able to take in real-time census information and generate a rate based on that specific employee population. We’re able to arrive at much sharper rates because we have more information about the group. It also enables our back office operations to be more efficient because we receive information about the group from that initial employee census.

With an API, we know it will only return rates and plans where Beam will 100% be able to offer the plan — rates are always bindable.

 

What’s a benefits technology trend you’re excited about over the next few years?

Instantaneous policy issuance — Beam is moving there, and I think the benefits industry overall will move that way, following in the footsteps of the P&C space. The group installation process is still painfully manual today.

The industry has made a lot of progress in terms of carriers accepting enrollment information from platforms and loading it into carrier systems, and we’re seeing instantaneous quoting making its way to the market with rating APIs. The next step is to bridge the gap between the two — take a quoted product, win it, turn it into a bindable policy, then have it ready for employees to enroll in coverage. That experience — quote to bind to enroll — we’re now seeing the foundation that will allow us to get there.

Stay tuned for new episodes of Ideon Insights each month. Subscribe to our newsletter below to stay in-the-know about Ideon and receive our latest content directly to your inbox.

Meet Brix — Now part of the Ideon ecosystem

At Ideon, we’re regularly expanding our network of carriers and technology platforms, from industry leaders with 100+ years of history to startups at the forefront of health and benefits innovation. We’re proud to introduce a new addition to the Ideon ecosystem: Brix, a group life insurance carrier offering affordable plans to small businesses.

In this video, John Flueckiger, Brix’s founder and CEO, shares the origin story of Brix, insights on their digital strategy, and how working with Ideon enables third-party platforms to quote Brix’s plans.

Here are three key takeaways from the video:

  • Brix offers an easy and inexpensive way for small businesses to provide life insurance coverage to their employees.
  • Through partnerships with other insurance providers, Brix offers employees the opportunity to enroll in additional life insurance coverage tailored to their individual needs.
  • Brix leverages technology and agile distribution to provide a seamless digital process for brokers and employers. And, by leveraging Ideon, Brix gains representation on some of the leading third-party quoting platforms for group benefits brokers.

To learn more about Brix, check out the video and visit Brix.co. Platforms interested in quoting Brix products via Ideon’s API can contact us, here.

Error management with Ideon, Part 1: A centralized, consistent experience

By Jashan Ahuja
Group Product Manager – Enrollment

In Part 1 of a series detailing our enrollment API’s features and capabilities, Ideon’s product team examines error reporting and management — how it works, what benefits platforms can expect, and the advantages of a centralized workflow.

Historically, it’s been an operational and technical nightmare for benefits platforms to exchange group and employee enrollment information with medical and voluntary carriers. No matter the carrier’s method of data exchange — EDI, API, portals, etc. — getting data from platform to carrier was rarely a simple task.

But once connected, it’s smooth sailing, right? Not quite. As benefits platforms’ operational teams know all too well, sending data is only part of the equation. The carrier must accept and confirm the change, and that’s where things start to get really complicated. Usually, the biggest challenge is handling and rectifying enrollment data errors—every carrier sends discrepancies in a different format, and their error reports are rarely human-readable.

At Ideon, we’re powering a new era of connection between carriers and tech platforms. One that’s better, faster, and more secure than the industry status quo. In this blog, we explain Ideon’s error-handling features, from standardizing carrier error messages to resolving errors via API, and how they create a far more efficient and accurate enrollment experience.

What are enrollment discrepancies?

It’s hard to find someone with experience in benefits who doesn’t think that data errors and discrepancies are a problem. Some examples include account set up issues, incorrect employee demographic information (social security number, birth date, etc.), coverage date errors, and more.

Today, most carriers report errors in non-standard formats, often via email and spreadsheets. These reports are usually delivered on a weekly basis, and the information they contain is rarely easy to understand. The result is a slow, manual, and resource-intensive error-handling process that poses a challenge to benefits platforms and their operations teams.

What’s the impact?

We analyzed the data from hundreds of groups and thousands of members and found that about 8% of employee enrollments have a critical coverage issue, i.e. incorrect coverage dates, plan information, or birth date, or they’re missing entirely from either the carrier or platform system. Importantly, more than 80% of groups with 20+ members have critical errors.

And these errors have significant ramifications for the entire benefits ecosystem – from carriers and benefits platforms, to brokers, employers, and employees. The downstream impact ranges from lost revenue and broker commissions, to operational inefficiencies and employee experience issues.

Carriers are missing out on millions in potential premium. In one recent migration of about 200,000 employees onto the Ideon platform, our technology identified errors resulting in nearly $1 million in lost premium for the carrier.

For the employers in that migration, we saved more than 30K employees from potential coverage issues — all from one migration of approximately 200K lives. Ultimately, inaccurate data can cause serious problems for employees. Everyone in our industry can relate to the countless access-to-care issues that occur during open enrollment because of erroneous data. Or, imagine a life insurance claim for an employee who wasn’t enrolled accurately — there would be an emotional and financial impact on a grieving family, while the employer and platform would likely suffer reputational harm.

For a detailed look at how inaccurate data impacts every benefits industry stakeholder, read this recent blog by Ideon CEO Michael Levin.

Enrollment discrepancies via Ideon

The processes outlined above remain the industry status quo: manual error handling through spreadsheets and emails, inconsistent carrier formats, and a barrage of harmful errors that affect all stakeholders.

At Ideon, we’ve developed a revolutionary alternative for benefits platforms where enrollment discrepancies are centralized, standardized, and actionable. Here are three ways our solution differs from the typical process:

  • Many-to-one – Ideon translates all of the enrollment “errors” generated by carriers into a uniform and ingestible format.
  • Standardized messaging – Each enrollment discrepancy has a “message,” which is a standardized version of the carrier error translated into a human-readable format.
  • Centralized communication – Benefits platforms view and resolve all enrollment discrepancies, from multiple carriers, directly through Ideon’s API endpoint, allowing for a streamlined and centralized user experience and eliminating the need for other communication (e.g. e-mails and slack messages).

Centralized error management via Ideon’s API

Ideon’s error reporting solution helps platforms prioritize and rectify discrepancies by providing insight into the severity of each discrepancy and who’s responsible for fixing it. Regardless of the carrier or the original data source, platforms get a consistent, simple API experience.

In this section, we examine Ideon’s key error management features and highlight how platforms interact with our API.

(Image: Example of an API response sent from Ideon to a benefits platform. The response details an unresolved enrollment discrepancy, the party responsible for rectifying the issue, and other pertinent information.)

Severity – For each enrollment discrepancy we expose a Severity (“Info”, “Warning”, or “Failure”) that highlights the impact of the issue. A “Failure” enrollment discrepancy indicates a blocker to a member’s enrollment, whereas “Info” and “Warning” enrollment discrepancies provide visibility into informational updates or future changes required, for example when a dependent is due to age out in a couple of months.

Assignment – Each enrollment discrepancy has a Responsible Party and can be assigned to “Ideon” or “Partner”. This provides visibility into enrollment discrepancies that are currently being managed by our Enrollment Operations team and allows users to easily identify enrollment discrepancies that they need to address.

Status – Enrollment discrepancies have a status of “Unresolved”, “Resolved”, or “Returned”. This allows our teams to stay in-sync on each individual enrollment discrepancy. When we initially surface an enrollment discrepancy, it is in an “Unresolved” status. The status is updated to “Returned” when any comments are added and “Resolved” when a resolution message is provided.

Resolution – Partners are able to add a resolution message to an enrollment discrepancy via a simple API endpoint. This updates the status of the enrollment discrepancy to “Resolved”. If the issue still remains when the carrier re-attempts to process the data then the enrollment discrepancy can be reverted back to an “Unresolved” status so the history is retained.

Comments – Partners are able to interact with our operations team entirely via the enrollment discrepancies API endpoint by threading comments directly on the original enrollment discrepancy. This allows for efficient interaction between our respective Operational teams without needing additional tools or e-mails.

API and webhook transmissionPartners can pull down enrollment discrepancies directly from our API via a GET endpoint. We also provide enrollment discrepancies via Webhooks or a standard periodic CSV report.

(Image: Example of an API response sent from Ideon to a benefits platform. The response details a RESOLVED enrollment discrepancy.)

In summary, managing and rectifying enrollment data errors and discrepancies is a critical aspect of the benefits workflow. At Ideon, we understand the pain points of the industry and have developed a solution that streamlines the process by: standardizing error messaging; delivering a centralized resolution experience for benefits platforms; and helping them prioritize and, ultimately, resolve each discrepancy. Platforms can easily manage enrollment discrepancies, from multiple carriers, directly through our API endpoint, allowing for a streamlined experience without back-and-forth email communication.

Coming soon — Part 2: Auto reconciliation overview

Standardizing errors is a big step forward, but did you know Ideon can proactively identify them whether or not the carrier actually reports them? In the next blog in this series, we’ll dive into Ideon’s auto reconciliation feature, an industry-first capability that automatically compares data in the carrier and platform systems, surfacing discrepancies in near real-time.

HITRUST, the standard-setters in data security, now vouches for Ideon

By Michael W.  Levin, co-founder and CEO of Ideon

At Ideon, our work is predicated on a straightforward belief: Choosing, buying, and managing health insurance and employee benefits should be no more complex than any other digital experience. And in creating the infrastructure that powers digital connectivity between carriers and technology platforms, we’ve been humbled to materially help improve the benefits experiences for countless Americans.

But even as we engineer and maintain the industry-best infrastructure that allows for free-flowing data, we are continuously ensuring that those “pipes” are not only unobstructed, but also airtight. To put it another way: We are obsessed with data security. Our APIs are the conduits for streams of personally identifiable information (PII) and protected health information (PHI)—and ensuring the safe passage of every last datum is a staggering responsibility we don’t take lightly. 

Nor have we ever. From its beginnings, Ideon prioritized transparency and security, working diligently to protect the sensitive member information that carriers, InsurTechs, BenAdmin platforms, and others send through Ideon’s platform.

Because cybersecurity threats are always mutating, data protection is a journey more than a destination. Last year, I reported that Ideon had met an important milestone of that journey when our data security protocols were validated by System and Organization Controls 2 Type II (SOC 2), an examination performed by a public accounting firm with expertise in information security audits. 

This year, I’m deeply proud to announce that Ideon’s Enrollment & Member Management API has earned certified status for information security from HITRUST. As detailed in a recent press release, this credential affirms that Ideon has addressed security risks through an exhaustive set of highly prescriptive controls. 

This step was necessary because unlike most other regulatory standards, HIPAA legislation provides no prescriptive white paper or rules for adherence. HITRUST was created by industry players looking to define standards around health information security. Its unparalleled rigor and scope makes HITRUST the gold standard for PHI treatment and storage.

Achieving the HITRUST certification was an arduous process. After conducting a gap analysis against nearly 300 controls, we began implementing the changes necessary for HITRUST compliance. It’s hard to overstate how monumental that effort was: We took measures to ensure that every Ideon action is logged and reproducible on demand. We instituted company-wide protocols governing mobile device use. We refined role-based accesses, installed cameras, updated policies and procedures, retrained staff, and prepared mounds of evidence.

And that description only scratches the surface. (For a technical dive into Ideon’s HITRUST certification, read this blog)

The process touched everyone at Ideon, consuming significant amounts of most employees’ time last year. An IT team was substantially dedicated to this effort for the past year, led by the remarkably talented Tim Hochman, our VP of information security and IT. Tim had previously taken another healthcare organization through the HITRUST initiation process, and he’s intimately familiar with its proceedings. (And, happily for us, he’s exceptionally organized—a must for a project so labyrinthine and minutely detailed!)

All told, it was a costly undertaking for the company, and at times even a challenging and uncomfortable one.

And yet: Aligning Ideon’s operations with HITRUST’s standards was as worthwhile as it was ambitious. In earning this designation, we signal to the industry that we understand the importance of handling sensitive information with the utmost gravity. We expect that this will usher in important new customers and partnerships.

But aside from the benefits that will no doubt accrue to Ideon, we’re excited about our HITRUST certification because it represents movement in a crucial direction for our industry. As migration toward APIs and data sharing intensifies, the need for increasingly tough security heightens across the space. 

Ideon has long been a pacesetter for innovation, vision, execution—and security. We’re eager to support the industry as it seeks to match progress with protection. If you have questions or want more information about Ideon’s security policies, please reach out to my team.

API connectivity and the bentech ecosystem: A Q&A with Sun Life’s Ted Phillips

By Zach Wallens, Director of Content and Communications, Ideon

The HR and benefits technology (bentech) ecosystem has exploded in recent years, with billions in venture capital investment driving innovation and new players in the space.

That’s left insurance carriers with a strategic and technology challenge: how do we partner and connect with dozens of bentechs, ensuring brokers and members have a great experience across the platforms they use today?

Ted Phillips, Sun Life’s AVP, Distribution Digital Center of Excellence, tackles these challenges every day. Ideon spoke with Ted about Sun Life’s tech partnership strategy, the value of “enhanced” API connectivity, and their new partnership with Ideon.

 The below interview has been condensed and edited for clarity.

 

IDEON: What’s your role at Sun Life?

TED PHILLIPS: I lead a team that’s responsible for the strategy and execution of our benefits technology (bentech) platform partnerships. We’re looking to create new partnerships, bring them to market, and grow premium through these relationships. Through Sun Life Link, we work with our accelerator team on building out API connectivity, and our data operations team, which takes the connectivity we build and operationalizes it.

Our ultimate objective is to make benefits easier to manage — to remove headaches that are often felt in managing ancillary products. We want to streamline benefits administration, billing, and everything in between.

 

How has your partnership strategy evolved recently?

We’ve transformed our partnership strategy for three reasons: First, there’s an expectation now—among members, brokers, and employers—that technology works seamlessly. It’s incumbent upon Sun Life to make sure the benefits experience is great for everyone and that we meet their expectations.

Second, technology has advanced quite dramatically over the past 2-3 years. APIs and enhanced connectivity are the hot topics of today. Most of the bentech ecosystem are working toward some level of enhanced API connectivity.

Third, the bentech ecosystem is far more complex and nuanced than a few years ago. Before, there were benefits administration platforms (BenAdmins), but now there are many more layers and segments within our ecosystem: HCM, proposal tools, quote-to-enroll, broker tech, resellers, and more.

 

What does that complexity mean for your team?

In 2019, the global investment in HR tech was $5B. In 2020, it was $17B. What that creates is a whole host of companies that are extremely valuable, like Ideon, and others that are just getting their idea off the ground. For us, the challenge is making the right decisions on which bentech platforms to partner with.

We’re always evaluating two things: which segments of the ecosystem do we want to work with, and how can we connect with them? Sun Life can’t take in every connection request we receive from bentech platforms. Middleware like Ideon allows us to multiply our team’s impact by increasing the number of platforms we can connect to.

 

Sun Life recently partnered with Ideon to enhance your data exchange capabilities with bentech platforms. How does better connectivity affect your clients?

It’s all about making benefits easier. APIs and enhanced connectivity enable us to streamline eligibility, benefits administration, enrollment, etc., and that saves hundreds of hours for our brokers and clients.

We find that when employer groups are on platforms, especially those with which we have enhanced connections, they have access to more Sun Life products and better benefits education experiences.  Also, with better connectivity, the enrollment and administration process is faster and more accurate, leading to fewer claims and billing issues.

 

Let’s talk more about that. How do APIs improve data accuracy?

Technology, including APIs and enhanced connectivity, allows us to identify errors and correct them before they become significant client issues.

It starts with making sure benefits products are set up correctly on platforms. We then use APIs to ensure enrollment eligibility is completed quickly and accurately, to make sure benefits are available when they’re needed.

As enhanced connectivity becomes commonplace, there will be tremendous value in having more accurate data connections. It’s not just about speed — accuracy is just as important.

 

Does this help Sun Life’s operational team, too?

Absolutely, there’s a big impact on carriers. The Ideon system creates better data accuracy — which may equate to fewer support calls, fewer billing issues, and fewer claim issues. That can have a huge effect on the industry: we’ll all be much better off if we aren’t using paper and email to solve and reconcile these data errors. With better connectivity, they might not be issues at all.

 

We’ve talked a lot about carrier-bentech partnerships. How else is the industry working together?

There’s beginning to be a collaborative mentality in the benefits industry. Data accuracy and data exchange are industry-wide challenges, and neither will be solved by one carrier alone.

LIMRA is a great example of industry participants and even competitors working together to solve these challenges. There’s a mentality amongst a group of individuals that we need to fix this as an industry. If we do, everyone will be better for it.

 

Final question: Besides API connectivity, in what other areas is Sun Life investing in technology?

Sun Life is, first and foremost, an insurance company. But we have developed proprietary technology that provides a modern client experience. Sun Life Onboard, for example, is a digitally enhanced onboarding experience. Our Benefits Explorer tool helps educate members on benefits pre-enrollment and throughout the client lifecycle.

But it’s a balance. We also need to be where our clients are. As we’ve talked about, Sun Life has invested significantly in API-powered partnerships with bentechs in the market. Ideon is a big part of that.

We don’t think of these as separate buckets — in-house vs. external investment. We look at it holistically and invest accordingly. Ultimately, we want to make benefits easier to enroll, manage, and administer, on platforms and throughout the benefits ecosystem. We do it by developing technology and through partnerships with companies like Ideon.

 

Interested in learning more about Ideon? Check out our API middleware solution, connect with our sales team, or subscribe to our newsletter.