In this episode of Benefits Broker Boost, Adam Smith sits down with Justin Burgess, founder of Arete and a longtime benefits advisor who recently launched his own agency after more than a decade in the industry. Justin shares his journey from working at a local agency and navigating an acquisition to striking out on his own with a clear mission centered on excellence, strategy, and authenticity.

The conversation opens with why personal brand has become one of the most important differentiators for brokers today. Justin explains how many advisors hide behind their agency’s name and why that approach eventually hits a ceiling. Instead, he argues that brokers who build trust through visibility, consistency, and real opinions create stronger, longer-lasting relationships with employers.

Adam and Justin explore how social media has become a powerful extension of relationship building, not just a marketing channel. Justin walks through how he uses everyday moments, pricing decisions at the grocery store, conversations with clients, fitness and health journeys, to educate employers on the real cost drivers in healthcare. Rather than posting generic industry updates, he focuses on storytelling that connects personal behavior with benefits strategy.

The episode also dives deep into what “strategic benefits planning” actually looks like in practice. Justin breaks down the difference between reactive quoting and proactive planning, explaining how access to data transforms decision-making. From drug pricing and site-of-care optimization to auditing claims for errors, fraud, and waste, he outlines how brokers can create real savings and better outcomes by understanding where money is actually being spent.

Adam and Justin discuss the broken incentives in healthcare, the confusion between health insurance and healthcare itself, and why employers are increasingly frustrated with rising premiums that offer no transparency. Justin shares why he believes many groups are ready to rethink traditional networks, embrace cash-pay strategies, and prioritize direct access to care.

The conversation wraps with a forward-looking discussion on what makes the benefits space exciting heading into 2025. From direct primary care and simpler plan designs to the ability to truly help employees keep more of their money, Justin explains why this moment represents a major inflection point for advisors willing to challenge the status quo.

If you’re a benefits broker looking to stand out, build trust through personal brand, and deliver real strategic value to employers, this episode offers a candid look at what it takes to succeed in a rapidly changing industry.