Brokers still play major role in industry but need better tools to assist consumers CEO Kevin Counihan believes brokers still play a pivotal role in a post-Affordable Care Act health insurance industry, according to Employee Benefit Adviser. "The broker is … as integral as it can be in the sale and distribution of our product," Counihan said this week at the National Association of Health Underwriters' Capitol Conference in the District of Columbia. Because the ACA itself is complicated to understand, consumers need advice regarding which plan to select. Brokers assist consumers in doing this, but the government needs to do more to support brokers. Counihan mentioned certain tools for brokers that can be improved, such as a helpline for brokers during open enrollment and changes on that enables better connection between brokers and consumers. Article