KFF Benchmarking Guide for Benefits Brokers

What is KFF Benchmarking?

The Kaiser Family Foundation (KFF) Employer Health Benefits Survey is the most widely cited source for employer-sponsored health insurance data in the United States. The 2026 survey, the 28th edition, published October 22, 2026, is based on 1,937 interviews with public and private employers with 10 or more workers, and sets national benchmarks for:

• Average premium costs for single and family coverage
• Employer and employee contribution percentages
• Plan type distribution (PPO, HSA-qualified, HMO, POS)
• Deductible and out-of-pocket maximum levels
• Year-over-year cost trends

For benefits brokers, KFF data provides an authoritative, defensible baseline for comparing your clients' benefits against national averages.

Why KFF Benchmarking Matters for Brokers

1. Credibility in Client Presentations

When you tell a client their premiums are "competitive," they want proof. KFF data lets you say something like this (the client figure is illustrative):

"Your family premium of $26,600 is about 6% below the KFF 2026 national average of $28,303, so you're already getting good value."

This transforms subjective opinions into data-driven insights that clients trust.

2. Negotiation Leverage with Carriers

When a carrier presents a 12% renewal increase (again, an illustrative figure), you can push back with data:

"The KFF survey shows average family premiums rose 5% in 2026. A 12% increase puts this group well above the national trend, so we need to revisit these numbers."

3. Plan Design Recommendations

KFF data helps you guide clients toward industry-appropriate plan designs. For example:

• HSA-qualified plans: KFF shows 29% of covered workers are enrolled in an HSA-qualified plan in 2026, and 39% of offering firms offer one, up from 31% in 2025. If your client hasn't considered an HSA option, benchmarks help make the case.
• Deductible Levels: The average single deductible for workers in plans with a general annual deductible is $1,955 in 2026, and $2,624 at firms with 10 to 199 workers. A client with a much lower deductible is likely paying for richer coverage in the premium.

Key KFF Metrics to Know

Here are the essential benchmarks from the 2026 KFF survey that every broker should have at their fingertips. For the wider picture, including the IRS limits that change for 2027, see employee benefits trends: KFF 2026 data.

How to Use KFF Benchmarking in Planlined

Planlined integrates KFF survey data directly into your workflow. Here's how to use it:

Step 1: Access Market Analysis

From any case in Planlined, click the Market Analysis button (chart icon) in the workspace header. This opens the benchmarking panel.

Step 2: Select Your Data Source

Choose KFF Survey for national benchmarks based on Kaiser Family Foundation data. Alternatively, select Mployer Advisor for its employer benchmark data.

Step 3: Configure Company Information

Enter the client's location and industry for more relevant comparisons:

• Zip Code: Enables regional cost adjustments
• State: Accounts for state-specific regulations
• Industry: Healthcare, technology, manufacturing, etc.

Step 4: Run the Analysis

Click Run Market Analysis to generate a comparison report. Planlined will show how the current and proposed plans compare to KFF benchmarks across premiums, employer contributions, and plan design elements.

Step 5: Generate AI Insights

Click AI Insights for narrative summaries that you can use directly in client presentations. The AI highlights findings like these (illustrative examples):

• "Employer contribution is below the national average for firms this size"
• "Premium increase of 4% is below the 5% national family premium trend"
• "HDHP adoption aligns with industry benchmarks"

Benchmarking by Firm Size

KFF segments data by employer size, which matters because small and large firms have different cost structures:

Source: KFF, 2026 Employer Health Benefits Survey. Employer share is the employer portion of the family premium, 100% minus the average worker share (37% at firms with 10 to 199 workers, 25% at larger firms, 27% overall).

Use firm-size benchmarks to set appropriate expectations. A 50-employee company shouldn't necessarily match the contribution levels of a Fortune 500 firm.

Industry-Specific Benchmarks

Different industries have different benefit philosophies. KFF provides industry breakdowns that help you counsel clients appropriately:

• Healthcare/Social Assistance: Often have richer benefits to attract clinical staff
• Technology: Competitive packages to attract talent in a tight labor market
• Retail/Hospitality: Lower contribution rates due to high turnover and thin margins
• Manufacturing: Union influence often results in richer benefits

Common Benchmarking Pitfalls to Avoid

Don't Compare Apples to Oranges

A 20-employee retail business shouldn't be benchmarked against the national average for all firms. Use the appropriate segment—small firms in retail—for meaningful comparisons.

Don't Ignore Regional Variations

Health insurance costs vary by geography. KFF reports an average family premium of $31,378 in the Northeast and $26,702 in the South in 2026, and it publishes premiums by region.

Don't Rely Solely on Averages

Averages can mask significant variation. When possible, look at percentile distributions to understand where your client falls in the overall landscape.

Building Benchmarking Into Your Workflow

Make KFF benchmarking a standard part of your renewal and prospecting process:

1. Initial Analysis: Run benchmarks when you first receive renewal quotes to frame the conversation
2. Carrier Negotiation: Use benchmark data to support requests for better rates
3. Client Presentation: Include benchmark comparisons in every proposal deck
4. Annual Review: Show clients how their benefits compare year over year against national trends

Next Steps

Ready to start using KFF benchmarking in your practice? Planlined makes it easy to access authoritative benchmark data and integrate it into your proposals.