A broker’s guide to integrating mental health into broader benefit strategies and proposals
As employers place more emphasis on employee well-being and mental health, brokers have a unique opportunity to elevate the role of the EAP within the broader benefits conversation—especially during RFPs.
Instead of treating EAP as a standalone or “add-on” service, positioning it as an integrated component of an organization’s medical, behavioral health, and wellness strategy helps differentiate proposals and deliver more holistic value.
Tip 1: Position the EAP as a Frontline Mental Health Strategy
The EAP can act as the entry point for mental health support—providing immediate, no-cost access for employees before they need to engage the medical plan.
How to include it in your RFP narrative:
- Highlight how the EAP diverts non-clinical issues away from high-cost medical claims
- Emphasize 24/7 access, no barriers to care, and family coverage
- Show how the EAP serves as the “first stop” for mental health, coaching, and crisis support
Tip 2: Tie EAP Into Broader Wellness & Engagement Strategy
EAP services touch on legal, financial, emotional, and practical life challenges—making it a natural fit in wellness strategies.
Incorporate EAP when discussing:
- Wellness program utilization (stress management, coaching, work-life balance)
- Health equity and access (language services, cultural relevance, cost-free access)
- DEI strategy support through inclusive care and critical incident response
Tip 3: Use EAP Strengths to Differentiate Your Proposal
When most brokers talk about EAP, they talk in generalities. Stand out by sharing specifics:
- Share EAP utilization trends that support proactive ROI
- Mention modern access points like mobile apps, chat, and self-guided tools
- Emphasize EAP reporting and manager support as part of leadership enablement
This shows the prospective client that you’ve thought beyond plan design—you’re thinking about impact.
Tip 4: Avoid Vendor Silos and Disconnected Solutions
Many employers have a “patchwork” of vendors that don’t communicate. Help them envision a more integrated solution:
- Advocate for EAP vendors who collaborate with health plan carriers, wellness platforms, and internal HR teams
- Ask if the EAP can deliver referrals into the client’s existing medical network or onsite clinics
- Emphasize the value of coordinated communication, metrics, and support
Bonus: Questions to Include in the RFP
- How does your EAP integrate with our wellness or medical benefits?
- What types of communication or cross-promotion support do you provide?
- How do you collaborate with HR teams and other vendors?
Final Word for Brokers
The EAP should no longer sit in a separate box on the benefit summary. When thoughtfully integrated, it strengthens your proposals, supports your clients’ goals, and positions you as a forward-thinking partner in employee well-being.
Need help embedding EAP strategy into your next proposal or presentation? We can support that too.