# Liazon > The industry\-leading private benefits exchange empowering employers to move from defined\-benefit to defined\-contribution health and benefits funding\. ## At a glance | Field | Value | | --- | --- | | Category | Distribution & Sales | | Type | Solutions Provider | | Region | NA | | Headquarters | Buffalo, New York, USA | | Founded | 2007 | | Stage | Established | | Employees | 201-500 | | Funding | Acquired | ## Overview Liazon is the industry-leading private benefits exchange platform, enabling employers to transition from defined-benefit to defined-contribution health and benefits funding strategies. Founded in 2007 by insurance and healthcare veterans in Buffalo, New York, the company has established itself as a critical technology provider in the employee benefits space. The flagship product, Bright Choices Exchange, is an online benefits marketplace where employees personalize their coverage selections within employer-set budgets. The platform guides employees through decisions spanning health insurance, dental, vision, life insurance, disability, and voluntary benefits from multiple carriers. Liazon integrates with 75+ medical carriers and numerous ancillary benefit providers to deliver real-time quoting and enrollment. Acquired by Willis Towers Watson (WTW) in November 2013 for USD 215 million, Liazon continues to operate as a key division within WTW's benefits administration portfolio. The platform now serves over 1,000 employer clients across 23 states, manages enrollment for more than 10,000 employees, and operates through a network of 400+ broker partners, including nine of the ten largest US insurance brokers. ## Products & services ### Bright Choices Exchange A multi-carrier private benefits exchange allowing employees to select customized coverage combinations within employer-defined contribution budgets. The exchange integrates with 75+ medical carriers, dental, vision, life, disability, and telemedicine providers. **Key features:** - Multi\-carrier real\-time quoting and enrollment - Defined contribution budget management for employers - Employee plan comparison and decision support tools - Support for health, dental, vision, life, disability, and voluntary benefits *Target users:* Employers, Broker Partners ### Employer Budget Tools Defined contribution strategy solutions enabling employers to set predictable healthcare and benefits budgets, controlling costs while maximizing employee choice and satisfaction. **Key features:** - Defined contribution budget modeling and reporting - Benefits spend analytics and employee selection pattern insights - Cost predictability and budget control for HR and finance teams *Target users:* Employers, HR and Benefits Managers ### Decision Support & Education Comprehensive educational materials, plan comparisons, and guided enrollment interfaces that help employees make informed benefits decisions across all coverage types. **Key features:** - Guided enrollment workflows - Side\-by\-side plan comparison tools - Educational content on health, dental, vision, and voluntary benefits *Target users:* Employees ### Broker Partner Programme Licensing model enabling benefits brokers to offer private exchange capabilities to their employer clients, distributed under the Bright Choices brand or as third-party proprietary exchanges. **Key features:** - White\-label and co\-branded exchange options - Broker\-branded employee enrollment experience - Access to Liazon carrier network and decision tools *Target users:* Benefits Brokers ### Integration & Administration Reporting tools and integrations with HR and payroll systems supporting automated enrollment administration and carrier data exchange. **Key features:** - HR and payroll system integrations - Automated enrollment administration - Benefits spend and selection reporting for employers *Target users:* Employers, HR and Benefits Administrators ## Category & focus - Subcategories: Benefits Exchange, Employee Benefits Technology, Defined Contribution Benefits - Insurance verticals: Health, Group Benefits - Target customers: Employers, Brokers ## Notable customers - Nine of the ten largest US insurance brokers \(as distribution partners\) - Blackstone Equity Healthcare \(preferred private exchange partner\) - Over 1,000 employer clients across 23 states ## Links - Website: - Directory profile: - About: - Brokers: - Linkedin: - Platform: --- *Last updated: 2026\-06\-03*