In this article, we’ll cover four critical tips to help you develop a winning strategy when selling an identity protection benefit to HR teams and benefit managers. Start by addressing their particular pain points, considering the concerns of HR, then arm yourself with the latest statistics and follow our all-in-one brokers’ guide to offering identity protection.
As a benefits broker, helping clients build the best possible benefits package for their needs is just another day at the office. And when it comes to identity protection, you’ve likely got a solid understanding of how an identity protection benefit can help employees protect their identities and their finances while also protecting an organization’s bottom line.
However, helping your client understand the benefits of an identity protection solution can be a challenge. And that’s no surprise—after all, identity protection is a complex topic. We’re here to help you get your clients onboard with a few key tips.
Identify and address the employer’s biggest pain points
Whether you're working with a long-time client or a new prospect, understanding their specific challenges is key. Identity protection does more than prevent fraud—it can help solve broader business problems.
For example, many companies are concerned about data breaches that expose employee data and customer data. Although identity protection tools primarily focus on personal accounts and devices, features like dark web monitoring and phishing protection can help secure employee credentials by protecting their personal devices and credentials. When you consider that 44 percent of employees admit to using the same password across personal and work-related accounts, this is especially important.
Talent retention is also a major concern for many companies. With 54 percent of employees reporting that they are staying with their employer due their benefits package and 53% of employees reporting that they’re at least somewhat likely to accept a job offer that included slightly lower compensation but a more robust benefits package, having the right benefits is critical to retaining and onboarding new talent. And with 95 percent of Americans expressing deep concern regarding personal data leaks, an identity protection solution can be very attractive to both existing employees and new talent.
But let’s say your new client is more concerned with enhancing employee productivity. Identity theft can have a huge impact on employee productivity—in fact, according the Identity Theft Resource Center, 31 percent of general consumers reported lost time at work due to identity theft, with another 31 percent of general consumers reporting that identity theft led to a strained relationship with their boss.
Consider the concerns of HR
The last thing HR and benefits managers want is a new benefit with a lengthy or complicated implementation process. So, when they’re taking on a new benefit, they need to know that launching it won’t become a chore.
One common concern of HR and benefit managers is the cost of implementation. If the process of implementing a new benefit is arduous and takes a long time, this can cause costs to skyrocket. By giving HR and benefit managers a clear overview of the support they’ll receive, including support integrating their platforms with the new benefit and a dedicated expert to assist with onboarding, you can quickly alleviate their concerns.
Data security is another priority. By giving these stakeholders a detailed explanation of how employee data is handled and transmitted, you can easily address these concerns.
Some clients may also want more flexibility around how employees pay for this new benefit. Offering multiple payment models—employer-paid, voluntary, and hybrid—provide further protection for HR.
Arm yourself with the most up-to-date statistics
You can talk about the benefits of an identity protection solution until you’re blue in the face, but nothing will ever be as convincing as cold, hard statistics.
Use current data to highlight the real-world impact of identity theft. For example, did you know that 31 percent of general consumers reporting to the Identity Theft Resource Center said that they lost time at work due to an identity theft incident? How about the fact that last year identity theft impacted over 18 million people? And consider the following:
Victims of account takeover, a common type of identity fraud, lost almost $16 billion in 2024.
Only 6 percent of consumers reported their fraud incident to a credit monitoring or identity fraud service provider last year, meaning that identity fraud could be a much more common and bigger problem than statistics indicate
81 percent of general consumers received at least one data breach notice between June 2023 and July 2024.
These stats can help paint an unbiased picture of identity theft for your clients and better present the benefits of an identity protection solution.
Use our guide to offering identity protection as an employee benefit
Finally, you may find it beneficial to use our handy guide, the broker’s guide to offering employee identity protection as a benefit. It’s loaded with great information you can use to get clients on board—all on one page. This includes how identity theft impacts employees’ health, finances, and works, and how an identity protection solution can reduce liability, protect productivity, and limit reputational damage.
For more information on Allstate Identity Protection and the features included in our identity protection solution, reach out to our team.
