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Silicon Valley Start-Up Rattles Entire Healthcare Brokerage Industry
The New York Times; subscription may be required 
Sept. 21, 2014
"By registering as a broker, Zenefits could collect the monthly commission that traditional brokers are now paid. In return for that fee, Zenefits would give small businesses some very good H.R. software.... This unusual model is threatening to traditional health brokerage firms. In slightly more than a year of operation in California, Zenefits became the No. 1 broker submitting new plans to Anthem Blue Cross, one of the state's largest providers, in the 'small group' market, which serves businesses with fewer than 50 employees. Zenefits has since expanded and is now licensed as a broker in 50 states and has customers in 41."
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