With international growth on the rise, UK SMEs are rethinking health benefits to meet the demands of a mobile workforce – and brokers who can serve them effectively are well-positioned for long-term growth.
Small and medium-sized enterprises (SMEs) are becoming a force in international healthcare, particularly as more expand beyond UK borders. While traditionally underserved in the expat benefits space, SMEs now represent one of the fastest-growing segments and are demanding healthcare strategies that are both scalable and compliant.
"In the UK alone, SMEs make up over 99% of the business population," said Simon Parker (pictured), Europe sales director of global health benefits at Cigna Healthcare. "Their growing global presence is reshaping what tailored healthcare looks like in international markets."
Unlike large corporates with deep HR and legal teams, SMEs operate with lean budgets and limited administrative bandwidth. Yet their need for comprehensive, flexible health benefits – especially for internationally mobile employees – is accelerating.
"SMEs are cost-conscious, but they’re also increasingly strategic," Parker said. "They recognise that health benefits can play a vital role in attracting and retaining talent globally."
Recent developments in the market reflect this shift, with more SMEs gaining access to provider networks and modular health plans that support globally mobile staff. These solutions aim to address gaps in service and ensure continuity of care across borders.
This growing demand among SMEs opens a significant opportunity for brokers to deliver tailored, compliant benefits solutions – and, in doing so, to establish durable client relationships and recurring revenue in an often-overlooked segment.
One of the most pressing concerns for SMEs going global is compliance. The patchwork of regulatory environments can be daunting, particularly without in-house legal expertise. Yet, according to Parker, brokers have a chance to reframe compliance not as a hurdle, but as a differentiator.
"A strong compliance posture builds trust – with employees, regulators, and partners," he said. "It’s not just about risk mitigation. It’s about showing that you’re a credible, well-managed business ready for global growth."
Brokers can help SMEs navigate these complexities by offering compliant, locally aligned solutions. This, in turn, helps SMEs avoid costly disruptions, ensure better health outcomes, and foster operational continuity in new markets.
"Helping SME clients get compliance right is one of the most value-adding roles a broker can play," Parker said. "It’s not just about ticking boxes; it’s about enabling business growth."
As benefits offerings become more accessible to SMEs, brokers are stepping into a more consultative role. Beyond selling plans, they’re becoming strategic advisors.
"Today’s brokers need to guide SMEs through compliance, claims management, and global access to care," said Parker. "It’s about building long-term partnerships that evolve with the client."
From helping SMEs select plans that scale with international growth to navigating regional regulations, brokers are becoming integral to a company’s global benefits infrastructure. Their ability to pair market expertise with personalised service will shape the success of SMEs abroad.
The next two to three years will be critical. Rising healthcare costs, increasingly complex regulations, and the demand for flexible, regionally tailored benefits are already shifting the playing field.
"Brokers need to anticipate change and stay ahead of regulatory developments across multiple jurisdictions," Parker said. "They should look for provider partners who bring both global capabilities and local insights."
With constrained budgets and minimal internal resources, SMEs will rely on brokers to future-proof their benefits. That means offering not just plans, but full-spectrum support - from compliance and cost control to employee experience and scalable infrastructure.
"SMEs are ready to make their mark globally," Parker said. "A clear healthcare strategy, supported by regulatory understanding, will help them get there."
As SMEs continue to expand, those that view compliance as a catalyst rather than a cost will be best positioned to thrive in the evolving global economy - and brokers who lead that charge will be invaluable to their clients and well-positioned in their own right.
