Brokers have an opportunity to introduce non-traditional benefits that align with employer concerns over their teams’ financial wellbeing. Personalized financial wellness dashboards or access to financial coaching, for instance, can help employees manage their finances better and reduce outside stress. Bundling financial wellness solutions with other benefits like mental health and identity protection may help educate employers on how these offerings are part of a holistic approach to employee wellbeing.

3. Mental health remains a key priority

For the second consecutive year, mental health remained the most requested benefit. Focus group members reported four out of five employers expanded their wellness-related offerings, with nearly 75% specifically prioritizing mental health benefits. While mental health concerns have been a pressing issue for years, the demand suggests employers are moving beyond reactive measures and looking at more long-term mental wellbeing strategies.

As more companies recognize the link between personal mental health and professional productivity, brokers should be prepared to help employers explore meaningful mental wellness solutions. Otherwise, companies could lose talent to those with more progressive benefits.

4. Identity protection benefits surge in demand

One of the most striking findings from the focus group was the emergence of identity theft protection as a must-have benefit. While identity protection ranked among the top-five most requested benefits during the past three years, it has now moved up to the second-most requested benefit overall. This shift suggests both employers and employees are more aware of the risks posed by data breaches and cyber threats.

With security breaches becoming more common, companies now recognize compromised employee data doesn’t just affect individuals — it also introduces risks to the organization itself. In today’s hybrid work environment, personal and organizational cyber risks are deeply intertwined. Employees often use the same devices, passwords and networks for both personal and work-related activities, creating multiple points of vulnerability.

Related: How employers are enhancing health care benefits despite rising costs

Actionable insights for benefits brokers

As employer priorities shift, new opportunities present themselves — especially for brokers that adapt and realign their strategies to changing demands. The following action steps can help strengthen a broker’s role as a valuable advisor:

• Address the financial wellness opportunity gap. Given the disconnect between employer concerns about financial wellness and the benefits they actively offer, brokers have an opportunity to bridge the gap. By promoting non-traditional benefits like personalized financial coaching or digital financial wellness platforms, brokers can help clients create more well-rounded, competitive programs that genuinely help employees.
• Contextualize cost. With rising health care costs still a large concern, benefits programs risk losing their perceived value. Brokers can help mitigate this erosion by offering myriad voluntary benefits employees will find valuable but don’t add to the employer’s financial strain. Several usage-based and tax-deductible benefits are available to maintain affordability while still offering meaningful support.
• Focus on holistic wellness offerings. A significant majority (73%) of brokers said a common reason employers offer financial wellness benefits is to alleviate employee stress. By positioning wellness benefits not as standalone offerings but as part of a comprehensive employee wellbeing strategy, brokers can further reduce such stress. A mix of physical, mental, financial and digital health benefits can help employers address multiple dimensions of employee health.
• Consider the employee experience: With three out of four brokers saying employers expressed interest in off-cycle enrollments and rolling effective dates, now may be the time to work with providers to evolve their enrollment strategies. Traditional open-enrollment periods may no longer be sufficient; today’s busy employees seem to appreciate enrollment options that are more flexible and accessible throughout the year.

Employee benefits will continually evolve in response to workforce needs, talent markets and economic conditions. Benefits brokers that can knowledgeably lead these conversations will prove themselves as trusted partners. Through strategic guidance, they can help clients navigate a changing benefits landscape with competitive, cost-effective solutions employees genuinely appreciate and value.