While open enrollment has traditionally been a stressful period, modern technology and smart marketing techniques are helping to change that narrative. From AI-driven tools to gamified experiences, the focus is increasingly on personalization, accessibility, and engagement. Plan sponsors that adopt these strategies can reduce employee confusion, increase participation rates, and ultimately create a smoother, more effective open enrollment process.
Every year, social media lights up with complaints about the open enrollment process. Frustrated employees post online about unclear instructions, slow or crashing platforms, and confusing jargon. On Reddit and X (formerly Twitter) threads, you'll see gripes like:
“I have no idea how to choose the right health plan. They throw a bunch of numbers at you and call it a day!”
“I had to reset my password 10 times just to get into the enrollment portal. Why is this so complicated?”
These issues underscore a common theme: many employees feel overwhelmed, under-informed, and disconnected from the enrollment process. Plan sponsors, too, often struggle with how best to educate and engage employees effectively. However, advancements in technology and new best practices offer solutions that can streamline this annual event.
AI-Driven Decision Support Tools
One of the most significant improvements to open enrollment has been the introduction of artificial intelligence (AI) tools that help employees navigate benefits options. These platforms can analyze personal data—like health history, financial situation, and past benefits usage—to recommend the best-fit plan. For instance, companies like Jellyvision's "ALEX" use AI-driven decision-making systems to guide employees through their options using plain language and humor, making the process far less intimidating.1
These tools remove much of the guesswork. Rather than reading through pages of benefit descriptions, employees can answer a few questions and receive tailored recommendations. This cuts down decision fatigue and increases enrollment efficiency.
Mobile-Optimized Platforms
As mobile usage increases, ensuring your open enrollment platform is optimized for smartphones is no longer optional—it’s essential. According to recent data from Pew Research, 97% of Americans own a mobile phone.2 Providing a seamless, mobile-first enrollment experience is key to reaching employees where they are.
Mobile-optimized platforms enable users to complete the process on the go, making it more convenient for those with limited time. Additionally, mobile alerts can send push notifications to remind employees about key deadlines or encourage them to explore different plan options.
Integration with Wellness Programs
Integrating benefits enrollment with employee wellness programs can enhance the experience. For example, companies like Castlight Health offer platforms that tie benefits information to wellness programs, creating a holistic view of an employee’s health.3 This allows employees to make informed choices that improve their overall well-being rather than just checking a box.
Multi-Channel Communication
To engage employees effectively, plan sponsors need to take a page out of modern marketing strategies—starting with multi-channel communication. Email alone is not enough; a more diversified approach using text messages, social media, video tutorials, and webinars can reach employees through various touchpoints.
Some employers have found success with interactive webinars and Q&A sessions, offering employees the chance to speak directly with HR or benefits representatives. Videos are also powerful tools—creating quick, 2-minute clips explaining different benefit options or providing enrollment tips.
Storytelling for Better Engagement
Storytelling is a highly effective marketing technique that can be adapted to the open enrollment process. Rather than just listing facts and figures, why not tell the story of how different benefits can positively impact employees' lives?
For example, explaining how a Health Savings Account (HSA) helped an employee manage unexpected medical bills can make the abstract concept of an HSA more relatable and actionable. Some companies use real testimonials from employees to highlight the advantages of particular benefit offerings.
Gamification
Gamification—using game-like elements in non-game contexts—can also increase engagement. Some companies have introduced quizzes or rewards for completing certain tasks, such as reviewing their benefit options early or attending an informational session. By making the process interactive and fun, gamification can increase participation rates and ensure that employees are making informed decisions.
Industry experts and consultants recommend focusing on simplicity and clarity when communicating with employees about benefits. According to a recent study by the International Foundation of Employee Benefit Plans (IFEBP), 54% of employees said they didn’t understand the benefits being offered to them.4 To address this, plan sponsors should:
While open enrollment has traditionally been a stressful period, modern technology and smart marketing techniques are helping to change that narrative. From AI-driven tools to gamified experiences, the focus is increasingly on personalization, accessibility, and engagement. Plan sponsors that adopt these strategies can reduce employee confusion, increase participation rates, and ultimately create a smoother, more effective open enrollment process.
By leveraging the latest tools and following best practices, sponsors not only make their employees’ lives easier but also save time and resources in the long run. The open enrollment process doesn’t have to be a nightmare—with the right approach, it can be a streamlined, positive experience for all.
1 https://jellyvision.com/what-is-alex
2 https://www.pewresearch.org/internet/fact-sheet/mobile
3 https://www.castlighthealth.com
4 https://www.ifebp.org/resources---news/survey-reports/employee-benefits-survey--2024-survey-report
These articles are prepared for general purposes and are not intended to provide advice or encourage specific behavior. Before taking any action, Advisors and Plan Sponsors should consult with their compliance, finance and legal teams.
Before leaping into the unknown, we recommend a thorough examination of your plan. Because we are experts in the field, we know the marketplace and know what your existing vendor is capable of offering. Through this examination, we can help you optimize the service you receive.
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