Periods of economic and political uncertainty often separate reactive advisors from proactive partners. Right now, with shifting global trade dynamics, a new federal government, and looming tariff pressures, Canadian businesses are feeling the tension. For advisors in the group benefits space, it’s a pivotal time to show up - not shrink back.
“Most clients are able to pivot once they know what the landscape looks like,” says Paul Ingram, an experienced advisor with People Corporation, on a recent episode of our 18-Minute Experts podcast. “But it’s that uncertainty that can be the most challenging. That’s where we, as advisors, need to lean in.”
Clients aren’t necessarily looking for you to solve everything instantly. They want someone who can help them make sense of the landscape and weigh their options. Paul underscores this: “It really starts with being available... to be there for our clients and to really distinguish ourselves.”
That availability builds trust, which is often what matters most when employers are navigating tough calls about costs, coverage, or long-term strategy.
From the pandemic to the current tariff environment, advisors are seeing an increase in volatility. Paul draws parallels between both moments: “This really does feel similar to how it felt during COVID - lots of uncertainty, lots of pause.” But with experience comes perspective. Many clients are now thinking in shorter increments - three or six months at a time. Advisors who understand this and can flex their approach accordingly will stand out. Whether that means helping a client explore temporary cost-containment strategies or scenario-planning multiple renewal paths, adaptability matters most.
Paul reminds us that benefit plans exist for three core reasons: to attract talent, retain talent, and support the well-being of employees and their families.
During economic hardship, clients may consider trimming benefits - but it’s not always the right move. “Most of our clients ultimately didn’t cut benefits during COVID,” Paul notes. “They wanted to retain their people. If wage increases are capped, benefits become even more important.” This is your chance to help them connect the dots: a well-designed plan is a talent strategy, not just an expense line.
In one of the episode’s most memorable moments, Paul paints a vivid metaphor: “Do you want to be the ostrich who sticks out their chest and leans in... or the one who sticks their head in the sand and hopes this all goes away?”
There’s real opportunity here - for advisors willing to show up. By embracing uncertainty with confidence and compassion, you can cement your role as a trusted advisor and long-term partner. The best advisors do more than understand benefits - they understand business. “We work really hard to understand our clients’ next year, next three years, next five years. And then we align benefits to that.” - Paul
While much reporting is retrospective, the future lies in forward-looking insights. Paul challenges advisors to leverage the data that exists to forecast, model, and support better decision-making. “With continued advancements in technology... data will take on an increasingly important role in our industry.”
Get relatable, bite-sized insights for group benefits advisors navigating today's complex business climate with 18-Minute Experts.