Benefit advisors have a lot to consider when it comes tomarrying technology to modern employee expectations on behalf oftheir clients. Newcomers and veterans alike have watched a rapidevolution of benefit selection technology in recent years,and most of us in the industry acknowledge the days oftransactional technology experiences—where employees simplyaccessed a portal and selected a health care benefit—aregone.

Employees now want personalized experiences that match theirdesired communication needs and health care priorities. Yet helping employersmeet these expectations can be challenging considering the dynamicsof multi-generational workforces with varying health concerns andpreferences to consider. For instance, the health care prioritiesand expectations of millennials, who now comprise the largest percentage of the workforce, can be different than babyboomers.

There is no one-size-fits-all approach that meets the needs ofall generations in the workforce—baby boomers, Generation X,millennials and the up-and-coming Generation Z. Benefit advisorsmust help companies meet evolving consumer and generationalexpectations related to education and communication about theirhealth care options. And while it's easy to gravitate towardsuniform benefit strategies, the reality is employee satisfactioncan be linked to customized experiences.

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