Each year, I try to predict what will be relevant in the benefits industry. This year, however, I struggled to come up with anything that felt directly tied to the industry itself. But then I thought about our business, and more broadly, about the opportunities I see across various sectors.

One thing is clear: businesses that leverage AI in the right way will have a distinct advantage in 2025. And it’s probably not in the way you think. Through discussions with

Danielle on our team, I’ve realized that the key to AI success isn’t about identifying the right AI solution—it’s about the mindset with which you approach AI.

In many industries, especially in benefits, there are a lot of repetitive, redundant tasks that eat up valuable time. The benefits space is still made up of many small advisory firms (typically 2-10 people), making them unique and allowing them to stay competitive against larger tech-driven players. However, there’s a massive opportunity for these small firms to gain an edge by using AI in ways that can streamline operations and enhance efficiency.

Here are just a few examples of how AI can make a difference:

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Answering repetitive questions?

AI can handle that.

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Writing content for marketing?

AI can do it.

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Creating PowerPoint presentations on a topic?

AI can take care of that too.

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Need images or creative work?

AI can generate those.

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Handling simple administrative tasks?

You guessed it—AI.

The key is not necessarily in developing your own AI but in finding existing tools that do the job. We’ve seen these solutions out there, but it requires a mindset shift: be curious, explore AI tools, and ask, “Can AI help with this?” You might be surprised how often the answer is yes. And even if it’s not a perfect solution, AI can serve as a starting point, helping you organize your thoughts, ideas, or work more efficiently.

I do want to caution you on two things:

First, not all “AI” is created equal, many businesses in our industry claim to use AI when they don’t, be wary of buzzwords.

Second, true AI requires vast amounts of data to be effective, and if you’re dealing with private or sensitive information, sharing that data with widely used AI models can expose you to privacy risks. Many companies in our industry won’t—or can’t—share that kind of data, and rightly so. At myHSA , we’ve taken a different approach by building a closed system where we can safely train AI bots within a secure environment. This allows us to leverage AI for everyday tasks, freeing up our team to focus on more valuable, human-driven work. It’s a win-win: AI handles repetitive tasks, while people handle the complex, human aspects of the business.

So, my prediction for 2025 is this: those who embrace AI and leverage it to their advantage will be ahead of the pack. It’s not about replacing humans; it’s about using AI to offload repetitive tasks and make life easier, especially for small companies. AI levels the playing field, allowing small businesses to compete with the capabilities of much larger organizations. Don’t fear the idea of AI taking over; it’s not about creating a “Terminator” future. Instead, it’s about using AI as a tool to enhance your business and make your work more efficient.

In the long run, those who are open to learning and applying AI will thrive, while those who resist will find themselves left behind.

Yes, this blog was run through AI…..have you not learned anything????

Steve McEwan Co-Founder & COO myHSA