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Conversation icons“How is enrollment season different from when you started in the business? How have you adapted?”

Opening the window

Consumers are tasked with decision-making responsibility and footing the bill for increasingly expensive and confusing plan choices. I see employers starting to realize traditional open enrollment is limiting employees in becoming better health care consumers. Employees are forced to make decisions about their health and well-being, but many don’t have the resources or time to make thoughtful, informed choices in the small enrollment window.

The biggest shift I’ve seen is employers breaking down their voluntary benefits offerings into quarterly roll-outs, offering smaller, themed enrollment opportunities throughout the entire year instead of overwhelming them once a year. I also see employers applying emerging technology like AI to proactively identify important moments and guide them towards electing the right products at the right time.

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