When we talk about customizing benefits in 2017, it has to be based on more than age alone. It means drilling down into the various segments of each of the generations in the workforce. 

In a thriving economy and positive job market, workers want more money and benefits, and they won't hesitate to move to another company to secure a better offer. Employers must craft a strategic benefits package to compete in today's talent marketplace. Voluntary benefits are at the forefront of this effort because they provide employees expanded choice and the ability to personalize their benefits package. 

Customizing benefits has been in vogue for a few years now. Everyone is focusing on the generations and their assumed preferences. However, within the generations, there are different personas that don't fit the overall generalization. Unique personas are critical in employee benefits because of the vastly different needs of workforce populations.