In the benefits space, we often hear advisors talk about finding their “ideal client”. It’s a smart goal - but also one that risks becoming narrow or repetitive. What if the ideal client isn’t the biggest spender, the most polished, or the easiest to onboard? What if they’re simply underserved?
Mike McClenahan, VP of Partner Solutions at Benefits by Design (BBD), makes a compelling point in this episode of 18-Minute Experts: real growth often comes from expanding our lens on who we serve - and how. “I think it’s good to work with people who challenge you,” Mike notes. “That helps you get better. You build your processes, your delivery, your service model to meet more diverse needs. That’s growth.”
For small to mid-sized companies - the message is clear: don’t count them out just because their organization looks a little different from the traditional mold.
Rethinking the "Ideal" in Group Benefits
Traditionally, group benefits providers and consultants have built their models around what Mike describes as the “clean” client. These are well-established companies, with stable payroll, minimal turnover, and a predictable benefits philosophy. But there’s a whole world of plan sponsors outside that box: startups, seasonal businesses, not-for-profits, hybrid employers, and organizations navigating leadership transitions.
These employers may not check every traditional box, but they bring something else - intent. They’re trying to do right by their people. They want to offer meaningful benefits. And they’re open to support.
That’s the opportunity.
“Sometimes you get a client who doesn’t have a benefits philosophy yet, and that’s okay,” Mike says. “It just means you need to ask different questions.”
This shift requires plan advisors - and providers - to get creative. To listen closely. To be consultative rather than transactional.
What Underserved Clients Crave
Many of these organizations are starting from scratch. They don’t have legacy plans or internal HR teams. What they need is guidance - someone to help them figure out what kind of benefits actually support their workforce and align with their business goals.
They might not need a Cadillac plan with every bell and whistle. They might need:
- A flexible health care spending account
- Strong paramedical coverage for a younger workforce
- A simple retirement plan to start building financial literacy
And most importantly, they need education. These employers are often highly engaged but under-informed. They want to understand what they’re offering and why it matters.
This is where the advisor relationship becomes critical. When plan sponsors feel seen and supported, they’re more likely to engage, invest, and grow their benefits over time.
Building Long-Term Relationships
As Mike points out, the best client relationships often start small and scale up. When an advisor helps an organization build its first plan - or clean up a chaotic one - the trust formed during that process is sticky.
“You get to grow with that client,” Mike says. “You help them build their benefits philosophy. You understand their business. You become a real partner.”
In many ways, these non-traditional clients are ideal. They’re open to ideas, appreciative of guidance, and often serve as powerful referral engines. But it takes patience, curiosity, and flexibility to serve them well.
The most rewarding opportunities in benefits consulting may not always come from the biggest budgets. They come from clients who are ready to collaborate - who need a partner, not a product.
For plan sponsors navigating complex realities or early-stage growth, don’t assume they’re “too small” or “too messy” for strong benefits support. The right advisor will see their potential - and help them build a plan that grows with them.
Want to hear more from Mike McClenahan on what builds strong relationships? Listen to the two-part episode of 18-Minute Experts for insights on trust, growth, and redefining success in the benefits space.