Having been a small business owner who has had to shop, I would have loved the "CostCo" quality model applied. I know that would be really difficult for a startup with the state of our healthcare, but to me it would mean getting in the largest insurance pool possible with above average customer friendly choices making it easy to say yes. That also implies a very few options to chose from, and maybe ideally one (that gets you to the larger pool).

BTW costco quality also doesn't mean the absolute highest quality, just above average solid options plus using the volume to drive the affordability.