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More than 60% of workers say they are at least somewhat more inclined to stay with their employer because of their benefits package, according to new research by Connecticut-based financial institution LIMRA. In fact, workplace benefits are among the top three considerations when job seekers evaluate potential employers.
Which is why, with five generations in the workplace, LIMRA officials cite the need to expand benefits beyond the basics to address new needs — particularly when it comes to caregiving benefits, absence and leave benefits, and wellness benefits.
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The firm’s research also indicates that 79% of employers turn to their brokers or benefits advisors to help them identify and evaluate the myriad of choices and select the benefits that best suit their employee base.
But “The Future Is Now — Workplace Benefits Distribution Amid a Changing Landscape” reveals that the role of a broker is evolving as employers’ needs change and benefits administration becomes more complicated. In addition to the traditional role brokers typically play in helping employers select benefits offerings and the carrier best-suited to provide them, they now also help employers manage benefits costs, navigate changing regulations, and identify the digital capabilities that will best serve their companies. Essentially, brokers have moved beyond spreadsheeting to become trusted benefit consultants, according to LIMRA.
Given this changing landscape, it’s not surprising that nearly 6 in 10 employers expect to rely even more on brokers over the next five years, according to the report.
Benefits technology solutions a priority
Six in 10 employees consider online enrollment and claims submission the most valued digital services, the report notes. Similarly, employers expect to increasingly rely on benefits technology solutions to create efficiencies and enable employers’ benefits strategies. Employers say they are looking for digital enablement of the end-to-end value chain – particularly carriers offering proprietary solutions, brokerage firms with their own capabilities, and third-party technology providers with solutions for enrollment, onboarding, administration, and more.
“The value and ease offered by benefits technology is becoming table stakes for employers, said Ron Neyer, associate research director for LIMRA Workplace Benefits Research. “Carriers need to ensure their technology solutions can easily be integrated into employers’ platforms. A recent study found 4 in 10 employers would change carriers if their current insurance carrier was unable to connect their products to its benefit technology platform.”
Although technology offers many advantages, it also adds a layer of costs that are generally absorbed by carriers. Three quarters of carriers surveyed said the influence of technology firms in the ecosystem has a significant impact on their distribution strategies. Six in 10 carriers cite cost-stacking concerns, as an increasing number of parties in the ecosystem are vying for a slice of compensation.
According to LIMRA, employers will continue to demand greater economic value and ask more questions about the efficacy of their benefits program overall and benefit offerings specifically. Employers are now seeking more data-driven insights, justification for recommended approaches, and economic value from their programs.
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