As organizations navigate the
As many as 20% of employees find the enrollment process confusing, while more than half report they would struggle to cover an unexpected $1,000 medical expense, according to the
For brokers, this is an opportunity to act as strategic advisers and implementation experts rather than just product providers or rate negotiators. Defining strategy and product mix to control costs and
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These elements are often deprioritized or minimized at the last minute. Self-service links and generic emails won't cut it. Brokers who work with clients to change this dynamic and deliver concierge-level installation and education will see meaningful results.
Carriers, too, should refine how they structure and communicate their offerings. Providing employees with an elevated level of education during open enrollment will differentiate carriers in a landscape where pricing and relationships have long dominated.
Brokers will increasingly favor carriers who demonstrate ease of doing business, integrate technology well and support employee education efforts. This focus will improve financial performance for carriers as participation rises through better understanding of offerings.
Employers must honestly assess their readiness to offer more employee understanding and support during open enrollment. Prioritizing communication, education and clarity will not only meet employee expectations but also strengthen satisfaction, retention and productivity. It starts by understanding what employees are saying about their open enrollment experiences and challenges, then addressing those needs with proven strategies.
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The Corebridge 2024 survey and research from the
A lack of understanding is one of the most significant barriers to proper benefits utilization. This is especially true for organizations moving to self-funded health plans that require clear explanations of how they differ from traditional fully insured models. Employers can help by offering side-by-side plan comparisons, using multimedia communication (videos, infographics and written guides), and beginning open enrollment communication at least four weeks in advance.
Despite technological advancements, human interaction remains crucial. SHRM research shows that employees who receive one-on-one counseling feel more confident in their decisions. Hosting live Q&A sessions, providing virtual access to benefits counselors and offering peer-led education can all contribute to a more supportive enrollment process.
Financial stress also plays a major role. Transparent cost estimates and tools that help employees calculate out-of-pocket expenses can ease anxieties. Employers also should offer supplemental benefits like critical illness and hospital indemnity insurance, as well as emphasize preventative care's long-term cost savings.
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Mental health benefits are no longer optional. According to the
Technology should enhance, not replace, human interaction. AI-powered chat tools are useful for answering basic questions, but employees should always have the ability to connect with live experts for complex issues. Consistent messaging across multiple platforms and data-driven personalization of benefits recommendations can further improve participation.
When executed well, open enrollment has a positive impact on all stakeholders. Brokers strengthen client relationships and differentiate themselves. Carriers achieve better plan adoption and higher participation. Employers foster stronger workplace culture and see improved retention and productivity.
As we prepare for another next open-enrollment season, the focus should be on delivering clarity, financial security, mental health support, and a balance of digital tools and personal guidance. This is more than administrative housekeeping – it's a strategic opportunity to impact employees' lives and organizational success.
Let's make this year the one where we redefine how benefits work for employees, brokers and employers.
