Questions to ask TPA tech platforms to protect your brand

As brokers and consultants, one of the most valuable services we can provide our clients is helping them maintain and protect their brand across all aspects of their business, including employee benefits platforms. Selecting the right third-party administrator (TPA) with a secure, adaptable technology platform can make a significant impact on how a client's brand is perceived by their employees and streamline benefits administration. 

An essential part of brand consistency is ensuring that the TPA's platform aligns visually and stylistically with the client's brand. For many companies, their brand is more than a logo — it's an expression of their values and identity. When employees log in to access their benefits, the platform should reflect this by featuring the client's colors, logo and tone in all user-facing materials. The flexibility to tailor these details in various user touchpoints, from portals to emails, helps employees feel more connected to their employer and reinforces brand cohesion.

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Security is also a crucial element when selecting a TPA platform, as data breaches can damage a client's brand trust and reputation. Brokers should confirm that the TPA uses strong encryption standards and robust access controls to protect sensitive information. Data security practices should be proactive, with regular updates and monitoring to ensure that client data remains protected. This level of diligence helps ensure that client data — and by extension, brand integrity — are preserved. 

As an example of this approach, our company tailors its platform to support seamless brand integration through individual coverage health reimbursement arrangements known as ICHRAs. With flexible design options that incorporate company-specific logos and colors, we ensure employees experience a consistent brand presence every time they interact with their benefits. The platform's focus on robust security protocols, strict data privacy practices, and compliance with the Health Insurance Portability and Accountability Act (HIPAA) and General Data Protection Regulation (GDPR) means that both data integrity and brand trust are preserved, adding an essential layer of reliability for employers. 

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This model allows brokers and consultants to deliver a solution that supports brand alignment while also providing valuable insights into user engagement – a winning formula for both brand integrity and operational effectiveness.

Transparency around data privacy and usage is equally important for protecting a brand. It's worth asking the TPA how they handle client data, specifically whether they share or monetize it in any form. Brokers also should confirm that data-sharing policies are clearly communicated to the client, helping build a sense of trust and accountability between the TPA, client and employees. 

Compliance with industry regulations is another aspect that can affect brand reputation. A strong TPA will stay current with data privacy laws such as HIPAA and GDPR and have strict protocols to ensure that their platform meets legal standards. Compliance is not just about protecting sensitive information. It's also about protecting the brand by minimizing the risk of fines or reputational harm. Furthermore, the TPA's communications should align with client branding while adhering to legal requirements, creating a compliant and consistent user experience.

Even the best security measures can't eliminate the risk of a data breach entirely, so it's essential to understand the TPA's backup and recovery processes. Regular data backups can minimize the potential damage in case of a breach, while a clear recovery and notification process will help protect brand trust. Quick, transparent communication about the steps being taken to rectify the situation can make a significant difference to employees' perception of their employer's commitment to safeguarding their information.

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Reliable customer support is another must-have for a TPA platform. When issues arise, such as inconsistencies in branding or data concerns, having direct access to support can be crucial. TPAs should offer multiple support channels, dedicated account managers and around-the-clock availability for urgent matters, especially around security incidents or pressing customization needs.

Finally, it's beneficial to ask about reporting and monitoring options. A TPA that offers robust reporting tools can provide clients with valuable insights into how their brand resonates with employees and gauge user engagement. These metrics can help clients understand the impact of their branding within the platform, allowing for adjustments that could enhance employee engagement and satisfaction.

Brokers and consultants play an important role in asking tough questions to ensure the TPA's platform aligns with the client's brand and operational needs. By focusing on brand consistency, security, transparency, compliance and support, brokers can help their clients select a platform that not only meets practical needs but also upholds and strengthens brand integrity in the eyes of their employees.