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The employer view of the enrollment challenge

The gap between preferred and actual enrollment methods used is widening in most markets and, as brokers, we have to work to develop and offer modern web-based enrollment solutions in our business models

By Gil Lowerre and Bonnie Brazzell | Updated on April 05, 2013

In our 2012 study, “MarketVision: The Employer Viewpoint,” companies identified two enrollment services among the items that were most important in choosing a voluntary provider: the quality of enrollment materials/communications, and the degree to which those materials are personalized for employees.

In the same survey, employers were asked which enrollment methods they preferred, and the shift to web-based platforms seems to be complete (the last large-scale survey was two years ago). In the 2,000-lives-and-over segment, most (70 percent) of employers would prefer a web-based platform that was separate from their core enrollment site, while 28 percent prefer an integrated web platform that enrolls all benefits. (Employers could select more than one method as being “preferred.”)

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