Employee benefits have long been a standard part of the workplace, but today’s workforce expects more than just a basic package of health insurance, a 401(k), and paid time off. With nearly half of American workers (48.4%) having been with their current employer for less than a year, the traditional model of benefits designed for long-term retention is breaking down. Employees don’t just want benefits — they want benefits that are curated to their specific needs, easily accessible, and seamlessly integrated into their financial and personal lives.

The paradox of choice: Too many options, too little guidance

If you’ve ever stood in the supermarket staring at an aisle packed with dozens of variations of the same product, you’ve experienced the paradox of choice. In theory, having more options should be empowering, but in reality, it can lead to stress, confusion and decision paralysis. To meet diverse employee needs, companies have expanded their offerings, introducing supplemental benefits, mental health support, student loan assistance, fertility treatments, pet insurance, and more. While well-intentioned, this explosion of choices often leaves employees without clear guidance on what’s best for them.

Think about how companies like Amazon and Netflix have mastered the art of curating personalized experiences, matching customers with exactly what they want before they even know they want it. Employee benefits need to follow suit. Most employers send employees down confusing, unfamiliar aisles to make choices with potentially dramatic consequences — and these selections come with a “no return” policy. For many, the only way to discern which plan may be best for them is to navigate a maze of information on their own. The goal isn’t just to provide options; it’s to ensure employees can easily determine what’s best for them without wading through dense benefits guides or relying on one-size-fits-all decision support tools.