How to Sell ICHRA Plans: FAQs for Benefits Brokers & Consultants

Health Reimbursement Arrangements (HRAs), such as Individual Coverage HRA (ICHRA) and Qualified Small Employer HRA (QSEHRA), are gaining popularity quickly as more employers seek affordable and flexible alternatives to traditional group health insurance. For benefits consultants and brokers, these programs offer new opportunities to support clients, especially those with remote teams, high renewal rates, or cost concerns. However, offering HRAs also raises unique questions about setup, quoting, plan selection, and how to stay involved as the Broker of Record (BOR).

Vitable Health is a leading health benefits platform built for brokers, employers, and everyday workers. We simplify HRA administration and help brokers stay at the center of the client relationship, while making it easy to quote, launch, and manage ICHRA and QSEHRA plans.

Whether you’re exploring HRAs for the first time or expanding your book of business, these FAQs will help you understand how to recommend, sell, and manage ICHRA and QSEHRA plans, plus how Vitable supports you at every step.

Understanding ICHRA & QSEHRA Plans

Is ICHRA a good option for small businesses?

Yes. ICHRAs are ideal for small employers who want cost predictability without sacrificing quality or flexibility. They’re especially valuable when group participation is low or when teams are geographically dispersed and employees want more choice.

When should brokers recommend ICHRA over group insurance?

Recommend ICHRA when your client is struggling with group rate renewals, needs a more scalable option for part-time or remote workers, or wants to offer benefits for the first time. It’s also great for employers who wish to avoid minimum participation requirements and offer more tailored benefits by employee class.

Learn more about ICHRA in our 2025 Broker's Guide to ICHRA.

Can brokers offer ICHRA and QSEHRA through the same platform?

Yes. Vitable supports both ICHRA and QSEHRA, along with Minimum Essential Coverage (MEC) plans and Minimum Value plans (MVP), under a single, streamlined platform, making it easy to serve clients of all sizes and needs without toggling between systems.

How do QSEHRA and ICHRA differ?

QSEHRA is available to employers with fewer than 50 full-time employees and cannot be offered in conjunction with group health plans. ICHRA, on the other hand, works for employers of any size and can be customized by employee class, including hybrid strategies that carve out part-time or geographically remote teams.

Broker Setup & Support for ICHRA Plans

Can I remain the Broker of Record (BOR) if I work with Vitable?

Yes. Vitable is a broker-first platform, meaning you stay in control of the client relationship and retain all carrier commissions. You can also add a PEPM broker fee on top of our admin fee billed together for simplicity.

Can brokers hand off BOR if I don’t want to manage enrollments?

Absolutely. If you'd rather focus on strategy, Vitable has a national brokerage team that can handle all individual enrollments. This option is especially useful for larger or distributed teams where one-on-one enrollment isn’t feasible.

Can brokers add my own service fee?

Yes. Vitable offers complete transparency in client billing and allows you to incorporate a PEPM service fee for your support. This makes it easy to monetize your time and expertise while providing clear value to the client.

Do brokers need special tools to manage enrollment?

Not at all. Many brokers utilize direct carrier portals, while others employ tools such as HealthSherpa, Stride, or marketplace exchanges. You choose what works best for you. Vitable’s platform is designed to work alongside your preferred tools. Through our broker enrollment dashboard, you can track open enrollments, access employee plan selections, and gather all the information you need to complete enrollments, while preserving your Broker of Record status and enabling you to earn individual market commissions.

Does Vitable support AOR workflows?

Yes. If you want to stay listed as the Broker of Record, we will notify you as soon as an employee selects a plan through our platform, allowing you to finalize enrollment directly without needing to schedule one-on-one calls unless requested. If you're designated as the official referral broker, your contact information and scheduling link will appear alongside plan shopping. That way, employees who need extra help can easily call or schedule a one-on-one meeting with you to walk through their options.

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