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View More Press Releases by Willis Towers Watson

Press release:

New Book by Private Exchange Pioneer on the Role of Choice and Consumerism in Today’s Health Care Landscape

Issued by: Willis Towers Watson

Date: Oct. 2, 2017

First-of-its-kind book by Liazon co-founder Alan Cohen addresses the role of employer-sponsored benefits in the new health care debate

ARLINGTON, VA, October 2, 2017 — Willis Towers Watson (NASDAQ: WLTW), a leading global advisory, broking and solutions company, today announced the publication of a new nonfiction book written by Alan Cohen, head of product for its Exchange Solutions business  segment and co-founder of Liazon, one of the industry’s first private exchanges for employee benefit delivery. New advances in employer-sponsored benefits are not only revolutionizing how to attract and retain employees but also bringing much-needed innovation to the U.S. health care system.

Employee Benefits and the New Health Care Landscape: How Private Exchanges Are Bringing Choice and Consumerism to America’s Workforce (Pearson; Paperback; 2017; $29.99), by benefit technology pioneer Alan Cohen, was published today by Pearson. It’s the first book of its kind to illuminate the evolution of private exchanges, also known as online benefit marketplaces, and establish their role in the broader insurance and benefit system in the U.S. Employers have historically taken a one-size-fits-all approach to providing benefits; Cohen’s analysis of the history of employee benefits underscores why it’s more important than ever to put choice in the hands of employees.

Given the current debate surrounding health care reform, this book provides a timely analysis of advances in consumer-centric, employer-sponsored benefit models that are revolutionizing the way companies attract and retain employees. Drawing from more than 20 years’ experience as a leader in the benefit space, including co-founding the industry-leading private exchange operator, Liazon, Cohen engages in a candid discussion of how the economic principles of choice, consumerism and defined contribution are at work in an exchange environment. He skillfully and systematically breaks down the concept for HR professionals, CFOs, CEOs, entrepreneurs, brokers, insurers, health care reformers and employees to demonstrate how everyone can win. With a view toward a utopian system, Cohen looks to social and economic cues to forge a future in which all eyes are on a new model of the consumer for the benefit age.

“Ten years ago, my partners and I had a crazy idea that was simple, yet powerful: Let people choose the benefits they want rather than have their employer do it for them,” says Cohen. “This book provides a rare glimpse into our early thinking and guiding principles that are still relevant today — perhaps even more so — in light of current efforts to get something done in legislative circles when it comes to the subject of health insurance and other benefits.”

Employee Benefits and the New Health Care Landscape explains how private exchanges leverage and implement an online store – a concept already so familiar to consumers in the digital age – to serve our collective end-user: the employee.

For information about Employee Benefits and the New Health Care Landscape, please visit

About Alan Cohen
Alan has more than 20 years’ experience as a leader in the benefit space. He co-founded Liazon, operator of industry-leading private benefit exchanges, which was acquired by Towers Watson, now Willis Towers Watson, in 2013. Alan is often sought after for his insights on private exchanges and their impact, regularly appearing in a variety of outlets, including Bloomberg, Forbes, The New York Times, USA Today, The Washington Post, and numerous benefit publications.

About Willis Towers Watson
Willis Towers Watson (NASDAQ: WLTW) is a leading global advisory, broking and solutions company that helps clients around the world turn risk into a path for growth. With roots dating to 1828, Willis Towers Watson has 40,000 employees serving more than 140 countries. We design and deliver solutions that manage risk, optimize benefits, cultivate talent, and expand the power of capital to protect and strengthen institutions and individuals. Our unique perspective allows us to see the critical intersections between talent, assets and ideas — the dynamic formula that drives business performance. Together, we unlock potential. Learn more at

About Liazon
Liazon operates industry-leading private benefit exchanges, a.k.a. benefit marketplaces, for businesses of all sizes across the U.S. Distributed under the brand name Bright Choices®, as well as several privately-labeled brands, Liazon’s online benefit stores allow employees to personalize their benefit package with a selection of health, dental, vision, life, disability and a host of other benefits from top national and regional providers. Liazon exchanges enable companies to achieve a benefit strategy that maximizes value for their benefit dollars and helps them attract and retain talent through high employee satisfaction and empowerment. Liazon was acquired by Towers Watson, now Willis Towers Watson, in 2013. To learn more about Liazon, go to To learn more about Willis Towers Watson’s suite of benefit solutions, go to  


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