Companies are struggling to balance the cost of providing comprehensive benefits as claims numbers and premiums rise.
This is according to H&P Health Insurance Adviser of the Year, Jasmine Charles, head of corporate employee benefits at Premier Choice Group (pictured centre), who also spoke to Health & Protection about being trusted by the company’s leadership to drive innovation and the importance of Awards entrants having “clear and impactful” statistics that demonstrate the success and “tangible” impact of their initiatives.
Increase in claims and struggles to balance costs
“We are seeing a significant increase in healthcare claims, leading to rising premiums and greater financial strain on businesses,” Charles tells Health & Protection.
“Many companies are struggling to balance the cost of providing comprehensive benefits with the need to manage risk effectively.
“This is why having a strategic partner—not just a broker—is more important than ever,” Charles says, adding Premier Choice uses analytics, data, and insights to help businesses align their benefits with both company objectives and employee needs.
“By taking a proactive approach, we enable our clients to maximise their return on investment, mitigate risk with confidence, and elevate employee engagement,” she continues.
“Rather than simply negotiating policies, we help businesses understand what benefits will have the greatest impact and how to effectively communicate them to their workforce.”
Incredibly proud
On her Award win, Charles describes the response from the industry as “overwhelmingly positive”.
“I felt incredibly proud to receive the award,” Charles says.
“While the recognition had my name on it, it was truly a testament to the collective hard work of our entire team.”
Driving innovation
Charles maintains she is fortunate to have a leadership team that encourages employees to challenge the status quo and drive innovation.
“The trust and support I have had—and continue to have—from my MD and director have empowered me to develop fresh ideas and implement solutions that make a real difference for businesses and their employees,”
Charles says. “This win reaffirmed our commitment to empowering businesses, elevating employees, and delivering impactful benefits strategies.
“I genuinely believe we have one of the strongest and most dedicated teams in the UK employee benefits space.
“Our team doesn’t just focus on policies—we care about the clients and employees we work with. That passion and commitment make this job not just rewarding, but truly meaningful.”
Putting clients at the centre of everything
Elaborating on what proved the difference in her Awards entry, Charles points to her ability to put clients at the centre of everything she does.
“A key innovation that set us apart was the development of our Premier Excel technology tool,” Charles explains.
“This platform provides businesses with real-time insights into their employee benefits, helps us highlight areas of improvement, and automates tailored communication campaigns to ensure employees fully understand and engage with their benefits.
“Since the award win, we have continued to invest in expanding our capabilities and investing significantly to close gaps in benefits offerings.
“Our goal is to ensure businesses not only provide valuable benefits but also effectively communicate them in a way that drives employee well-being and retention which ultimately should help drive businesses forward.”
Clear and impactful statistics
In terms of what needs to go into a successful entry, Charles cites ensuring “clear and impactful” statistics demonstrating the success and “tangible” impact of the company’s initiatives.
“Strong data points help validate the effectiveness of the work you’ve done and showcase measurable outcomes,” Charles says.
“Additionally, our submission highlighted our commitment to delivering value across our entire client base rather than focusing solely on one individual client.
“This broader approach helped illustrate the consistency and scalability of our efforts.
“However, including a specific client example was also beneficial, as it provided a real-world case study that brought our work to life.
“A compelling narrative, supported by both qualitative and quantitative evidence, can make an entry stand out and resonate with the judging panel.
“My advice would be to focus on showcasing the innovation, impact, and long-term benefits of your initiatives, ensuring they align with the judging criteria and truly reflect the difference you’ve made in your industry.”
Continued pressure on cost management
Looking ahead on a broader industry level, Charles says she expects to see continued pressure on cost management due to rising healthcare claims.
“This will make proactive risk mitigation and data-driven decision-making more critical than ever,” Charles adds.
“Businesses will need to shift from reactive approaches to a more strategic, long-term benefits philosophy, ensuring they can offer sustainable, competitive packages while maintaining financial stability.”
How to enter
Adviser entries to the UK Health & Protection Awards 2025 are open now.
The awards website includes the full list of categories and the criteria which advisers should address in their entries.
The closing date for entries is 23 May and these can be submitted through the awards website or by following this link.
Winners will be announced in a glittering gala ceremony at our new venue of the Park Plaza Westminster, UK on 16 October.
Health & Protection will continue publishing hints and tips and stories from past winners to help you craft entries to best tell the story of your success.
