Creating a benefits bull market for this open enrollment

Open enrollment is upon us once again and for brokers, this is a prime time to shine! Each year, open enrollment is an exciting chance for brokers to provide strategic counsel to clients on which benefits plans their employees will most likely use and love. However, let’s consider what open enrollment looks like for the people actually living it. More often than not, the process causes stress, confusion and apathy. 

In a 2016 study conducted by The Harris Poll, “What Your Employees Think About Your Benefits Communication,” half of employees surveyed found making health insurance decisions stressful, and 20 percent ended up regretting their choices. Further, 41 percent of employees reported that open enrollment is “extremely confusing,” while only about a third paid attention to all benefits materials. Some employees surveyed also described benefits communications as “disappointing,” “boring,” and “a waste.” Ouch.