OneDigital Leaders on the Future of Benefits Consulting

Rising healthcare costs, increasingly complex plan designs, and a wave of AI-native entrants are reshaping employee benefits consulting. In a new interview with Insurance Business, OneDigital President Bill Carew and East Region President Emily Bailey share how the firm is leaning into that pressure, and what they expect next for the industry.

"Just as medicine has become personalized, so has cost management. The right strategy for any employer depends on its people, its risks, and its local market. We’re pointing the power of AI at our clients’ biggest challenge, which is cost, so our consultants can focus on strategy and on supporting the individuals who rely on us."

— Bill Carew, President, OneDigital

Carew describes a shift toward personalized cost control, much like the move toward personalized medicine. OneDigital is applying AI-native analytics to population-specific data at scale, with the goal of taking on administrative work so advisors can concentrate on strategic financial analysis and on supporting people directly.

What the leaders see ahead

• AI-native disruption is coming, but likely in pieces. Bailey expects AI-enabled and AI-native solutions to try to disrupt the industry within the next two to five years. Carew sees new entrants most likely pursuing niche plays, focusing on specific segments or specialties rather than the full breadth of group benefits.
• Scale and experience remain a competitive advantage. Carew points to carrier relationships and the critical mass needed to compete as barriers that are hard for newcomers to replicate.
  The advisor role keeps expanding. Plan options such as ICHRAs, HRAs, HSAs, narrow networks, and self-funded arrangements continue to multiply. Bailey says the job is now year-round education, communication, and advocacy, not just open enrollment.
• Talent and mentorship will define the next era. Carew’s biggest concern about consolidation is succession and the loss of side-by-side learning for younger professionals. Bailey sees the talent gap as an opportunity for firms investing in career pathing.

"Disruption from AI is coming, and we should welcome the efficiency it brings. But decades of experience teach you to read the nuance in a conversation, and to guide someone when they need help most. That human connection is very hard to replicate, and it’s what our clients and their employees value."

— Emily Bailey, Regional President, East Region, OneDigital

Both leaders agree that AI is a tool for efficiency, not a replacement for expertise. It can speed up analysis, but it can’t replace an advisor guiding an employee through a life-altering diagnosis.

Read the full article on Insurance Business here: OneDigital is rethinking employee benefits consulting for 2026