Financial wellness: Tailoring a program to specific employee needs is key

Employers and individuals often are more receptive to the advice of financial advisors in January, when holiday bills come due, tax season looms and New Year’s resolutions have not yet been broken. No wonder it has been designated National Financial Wellness Month.

“Financial Wellness Month is well timed for a couple of reasons,” says Liz Davidson, founder and CEO of Financial Finesse, an independent provider of financial wellness benefits. “First, it’s right after the holidays — a time when many Americans are challenged with additional expenses including gifting, hosting and traveling. Second, it’s the new year – a time when people are excited for a fresh start and inspired to set resolutions, so many of which focus on financial goals. Historically, January has been our highest-volume month for inbound calls to Financial Finesse’s financial coaching line.”

It is important to define terms, because financial wellness can mean different things to different people. “We have noticed different definitions floating around,” she said. “I think it’s critical for our industry to have a clear understanding of what financial wellness means, both on an individual level and in the context of employee benefits.”