Liazon
The industry-leading private benefits exchange empowering employers to move from defined-benefit to defined-contribution health and benefits funding.
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
At a Glance
- Founded
- 2007
- Headquarters
- Buffalo, New York, USA
- Employees
- 201-500
- Funding
- Acquired
Category & Focus
- Category
- Distribution & Sales
- Subcategories
- Benefits Exchange Employee Benefits Technology Defined Contribution Benefits
- Insurance Verticals
- Health Group Benefits
- Target Customers
- Employers, Brokers
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
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Last updated: 2026-04-09