Award-winning provider on adapting benefits for real-world challenges and people
In a fast-evolving benefits environment, adaptability is everything. That’s what sets The Benefits Trust apart—and why it was named a BPM Top Benefit Provider for 2024. As a Canadian third-party administrator serving small and mid-sized businesses, the firm has been at the forefront of tailored solutions and proactive support for over three decades.
In a recent interview with BPM TV, President and Founder Robert Crowder reflected on the company’s journey, from its founding on January 1, 1994, to becoming a trusted partner for employers nationwide. From day one, The Benefits Trust has been built on two core values: outstanding service and true plan flexibility.
“One of the key differentiators between us and a lot of companies is—we answer the phone,” Crowder explained. “Benefits are emotional… when people think about benefits, something is usually going on. They need support, and they need it now.”
That personal, human-first approach became even more important during the COVID-19 pandemic, when the firm worked directly with advisors and clients to quickly adjust benefit funding models—temporarily eliminating or reducing premiums in areas where claims weren’t being made, such as dental or paramedical services.
Crowder also emphasized the company’s leadership in mental health benefits. “We were leaders in broadening the definition of mental health providers and making that support accessible—even unlimited—for employees and their families,” he said. By creating a separate mental health silo, The Benefits Trust helped employers provide meaningful support in one of the most critical areas of modern benefits plans.
Looking ahead, education is a major focus. Crowder spoke about “360-degree education” for clients, employees, and even families—delivered through tools like in-person lunch-and-learns, app-based updates, and seasonal communications that ensure no one is left behind.
“We want plan sponsors to think differently,” he said. “A benefits plan is a promise—and we help employers keep that promise in a way that’s meaningful, motivating, and sustainable.”
To hear how The Benefits Trust is reshaping benefits for Canadian businesses of all sizes, click here to watch the full interview.
