If you've been in benefits long enough, you know the most useful advice rarely comes from a vendor brochure. It comes from someone who's been in your seat—who's had the same conversation with a skeptical client, navigated the same compliance questions, and figured out what actually works in practice.
We asked brokers who've been through it to share what they'd tell a colleague hearing about ICHRA for the first time. Here's what they said.
Do your homework and find a partner who will too
ICHRA isn't just a new product to slot into your existing playbook. The model works differently from traditional group coverage, and that learning curve is real.
"Make sure you do your homework," broker Francis Deppner told us, "because there are some things that are different when it comes to an ICHRA rather than the true group medical plans that most brokers and groups are used to."
That's not a knock on the product, it's a practical heads-up. Understanding how individual market integration works, how reimbursement flows, and how employees shop for their own coverage are all things worth getting comfortable with before you're standing in front of a client.
Just as important as your own preparation is choosing the right vendor to work alongside. Not all ICHRA platforms are built the same. Some are essentially just portals. You get a login, a price, and then you're largely on your own. That same broker noted the difference: "There was no service, no support, no real guidance from the ICHRA vendor. They just said, 'Here's how much it costs,' and then essentially left it to the broker and the group to get all the pieces in place."
When you're new to the model, that's a tough spot to be in. Look for a partner who will walk through the timeline with you, field your questions, and stay engaged after setup.
Listen to more of Francis’ advice for brokers:
Get solid on compliance before you pitch it
ICHRA comes with its own compliance considerations, and this is one area where you don't want to be learning on the fly with a client watching.
"My first piece of advice would be for them to brush up on compliance; ensure that they know what they need to cover themselves with," shares Ginnet Ahumada.
This means understanding affordability rules, how ICHRA interacts with ACA marketplace subsidies, and the notice requirements employees need to receive. It also means knowing which clients are good candidates and which aren't because, as Ginnet pointed out, while ICHRA comes up frequently and works across a wide range of employer sizes, it's not a universal fit.
"The ICHRA concept, while it may not be the best fit for all, does come up pretty frequently."
The good news: getting up to speed on the individual marketplace generally will serve you well beyond just ICHRA. "Really understanding how the individual marketplace works will go a long way when introducing ICHRA as a concept."
Hear what broker Ginnet has to say about ICHRA:
Lead with the fixed-cost story
Once you're ready to bring ICHRA to clients, the framing matters. And brokers who've had success with it tend to lead with the same thing: cost predictability.
Broker Michael Yacoub shares that "the first thing I tell them is, hey, this is a fixed-cost strategy—we're helping our clients determine how much outlay they have to give every year, without that ticking time bomb of a potential bad renewal."
Anyone who's had to deliver a 20% renewal increase to a group that had a rough claims year knows exactly what he means. That conversation is one of the harder parts of the job. ICHRA doesn't eliminate that challenge entirely, but it fundamentally changes the dynamic; the employer sets the allowance, and cost exposure is defined from the start.
"The hardest part of our job sometimes can be selling that renewal if the group is not running well. The fact that that's kind of off of our hands these days with an ICHRA. It makes it very attractive for us to sell to our clients."
Learn more from broker Michael:
The bottom line
ICHRA is no longer a niche workaround for small groups who can't access traditional coverage. It's becoming a mainstream strategy and, increasingly, mid-size and larger restaurant groups are taking a serious look, drawn by the ability to standardize benefits across multiple locations, control costs at scale, and offer competitive coverage without the unpredictability of traditional group plans. Brokers who understand ICHRA well are finding themselves better equipped to solve problems for a wider range of clients than ever before.
The learning investment is real, but so is the payoff, especially when you're working with a partner who's been doing this longer than anyone else. Transitioning an employer from group coverage to an ICHRA isn't just a plan change; it's an organizational shift, and the details matter. Take Command has guided more of those transitions than anyone in the space, which means we know what to expect, where things get complicated, and how to set employers up for success from day one.
Ready to add ICHRA to your broker toolkit?
The brokers in this post didn't figure out ICHRA alone -- they had the right support behind them. If you're ready to explore whether it's a fit for your clients, contact a Take Command expert today.
Let's talk through your HRA questions
Our HRA management solutions help companies of all sizes reimburse employees for health insurance, giving employees choice over what works best for them and promoting health and wellness within an organization. We offer ICHRA and QSEHRA administration software designed to be simple, effective, and empowering. Take Command is trusted by 7,000+ leading organizations and the only HRA administrator with in-house enrollment support.
