Given both the opportunity to improve communications and the increased need to help employees close the underinsurance gap, there are several tips to provide clients with respect to improving upcoming open enrollment communications.

Communicate the broad purpose of life insurance. Emphasize the importance of life insurance as an income replacement means and way to ensure more financial security for family members.

Use Methods Employees Prefer. Employees participating in the MetLife study said they would like to see their benefits communications improved by having: access to benefits information on the internet (44 percent); information tailored to their life events and life stages (39 percent); access to a person who can tell them about their benefits (36 percent); and more frequent communication about their benefits (34 percent).

Address employees' purchase barriers. Emphasize points around the affordability of obtaining coverage through the workplace; the ease of choosing and buying life insurance coverage; the financial security that it can provide for families; and the peace of mind it can provide for the purchaser.

Provide tools and guidance. Underscore the tools and education that are provided to make selecting the right type and amount of life insurance a simple process. Only 42% of working men and 30 percent of working women feel very confident in their ability to make the right financial decisions for themselves and their families. Not surprisingly then, more than half of all employees (51 percent) say they are very interested in having their employer provide access to online tools to help them make decisions about their financial needs.

Include features that add value. In addition to providing access to supplemental coverage above the core offering, items like in-person will preparation and help with estate resolution for beneficiaries are all valuable add-ons to make the group life insurance program more robust.

Communications and Loyalty

Instant Insights /

The right advice on supplemental life

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