From Kansas City To The Nation: How benefitbay® Is Reshaping Employee Health Benefits

Kansas City has long been a hub for innovation, but one company is quietly rewriting the script on employee health benefits. benefitbay®, led by CEO Brandy Burch, is transforming how businesses offer health coverage. At the heart of its mission lies a simple yet radical idea: empower employers and employees to break free from the constraints of traditional group insurance plans.

Rising healthcare costs and rigid insurance structures have left many businesses frustrated and workers underserved. "Employers are frustrated," Burch explains. "They want to offer meaningful benefits but are drowning in administrative complexities and rising costs."

The solution benefitbay® champions is the Individual Coverage Health Reimbursement Arrangement (ICHRA). Under this model, employers reimburse employees for individual health plans rather than managing group policies. It's a shift that puts choice and flexibility in the hands of workers while offering cost predictability for businesses. "With ICHRAs, we're putting the power of choice in the hands of employees," Burch says. "Employers gain flexibility, and employees finally have options that meet their needs."

Why the Traditional Model Falters

Traditional employer-sponsored health insurance binds everyone to a single set of benefits, often leaving significant gaps. For small and medium-sized businesses, the burden is particularly acute. Rising premiums, limited plan options, and compliance headaches weigh heavily. "For many employers, the system feels outdated," says Burch. "They need something that works better for their teams and their bottom line."

Employees, too, have grown weary. A worker in their 20s may need very different coverage from a colleague nearing retirement, yet both are forced into the same plan. The result? A growing disconnect between what workers want and what employers can provide.

How benefitbay® Solves the Problem

benefitbay® leverages technology to simplify the adoption and management of ICHRAs. Its platform offers features like automated compliance checks, payroll system integrations, and options for dental, vision, and other ancillary benefits. For brokers and HR teams, it's a lifeline. For employees, it's a breath of fresh air.

"Our platform isn't just about technology," Burch emphasizes. "It's about creating trust and giving employees a benefits experience that feels personal and valuable."

The shift is driving real results, with benefitbay®’s clients reporting reduced administrative burdens, happier employees, and more efficient use of benefits budgets. 

Scaling a National Vision

What started in Kansas City is now gaining traction nationwide. benefitbay® has rapidly expanded its partnerships with brokers and employers across the country, using its roots as a foundation for broader impact. "Our Kansas City roots taught us the value of community and adaptability," Burch reflects. "Those lessons guide us as we scale nationally."

In its journey to scale nationally, benefitbay® has strategically deployed capital into integrations with carriers and partners, enhancing its technological capabilities. The company has collaborated with carriers such as Ambetter Health and Oscar Health, to streamline offerings and expand its reach. Upcoming innovation priorities include partnerships with Healthcare Services Corp, and Point 32 Health. benefitbay® has grown to service all 50 states and $128 million in premium volume nationally within just three years, bolstered by partnerships with leading regional and national agencies.

As open enrollment season kicks into high gear, benefitbay® finds itself at the center of critical conversations. Its technology makes it easier for employers to present options clearly, while employees can compare plans and costs with minimal friction. The goal, Burch explains, is straightforward: "We want to make health benefits accessible and easy to understand, no matter who you are."

By leveraging technology and a forward-thinking approach, benefitbay® is building a future where employers and employees alike can navigate the healthcare landscape with confidence and clarity. From Kansas City to the nation, it's a journey worth watching.

This post was authored by an external contributor and does not represent Benzinga's opinions and has not been edited for content. This content is for informational purposes only and not intended to be investing advice.