How to spot predatory platforms that are trying to disintermediate brokers and steal books of business.

The Trojan Horse Strategy

As ICHRA gains mainstream traction, a wave of tech companies has entered the space. Their pitch to brokers sounds appealing: "ICHRA is hard. Hand us the client, and we'll do all the work." What they don't emphasize is the fine print. To use their service, you must sign over your Agent of Record (AOR).

What You Really Lose

AOR is often treated as a mere administrative detail, but it is actually the foundation of your business valuation. Every client you've prospected, every renewal you've managed—it all ties back to the legal control established by the AOR. When a platform takes your AOR, they control the quote, they communicate directly with the client, and they own the renewal conversation. You are reduced to a highly-paid lead generator.

The Litmus Test

Before bringing an ICHRA platform to your clients, ask these fundamental questions:
1. Who controls the quote?
2. Is transferring AOR required?
3. Who communicates with the client?
4. Where does the commission flow?
5. Who owns the renewal?
If the answer to any of these removes you from the driver's seat, walk away. Choose a platform built for agents.

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