Health insurance leaders must move beyond selling products and instead focus on delivering real value—both to customers and the communities they serve. The industry is shifting toward purpose-driven strategies: improving customer experiences, driving innovation, and aligning with broader societal goals. It’s not just about offering coverage; it’s about building trust and showing up in a way that matters.
To make this shift, leaders need to embrace change head-on. That means investing in technology, adopting agile workflows, and creating a culture where continuous improvement is the norm. It’s also about empowering teams, getting everyone aligned around the mission, and making sure that purpose isn’t just a buzzword—it’s a guiding principle that drives decision-making across the board.
Angela Palo is COO of Pinnacle Financial Services, a leading National Medicare Brokerage, and member of the NABIP Medicare FMO Council. ARTICLE