It started with a phone line and a thought.

With high deductibles and defined contribution plans that highlight personal responsibility becoming the norm, Craig Hasday, president of Frenkel Benefits, wanted a way to put his company ahead of the curve. To break through "the whole cloud that surrounds employees' understanding their benefits," as he put it, he instituted a medical insurance help line for clients to call with questions. Roughly 40,000 people have taken advantage of it — and they want more.

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