A Tipping Point: New Automation Engine Set to Revolutionize Employee Benefits Marketing Engagement

October 10, 2024 at 10:08 AM EDT

Businessolver®, the market-leader in SaaS-based HR and benefits technology, is pleased to unveil their Benefits Communication and Automation Engine, a suite of tools and services designed to support employers in optimizing overall employee benefit marketing and campaign efforts, far surpassing the traditional communications tactics such as emails and texts.

Employers can no longer rely on a one-size-fits-all communications approach to ensure that members of varying generations, risk tolerances, learning styles, eligibility, and communications preferences are getting the message about their benefits. The 2024 MetLife Annual Employee Benefits Trends Survey indicates that 50% of employees “would feel more cared for if their employer improved benefits communications.” With benefits often at the top of a company’s P&L statement, leaving benefits unused due to lack of awareness and engagement can be a major resource drain and significant financial miss. According to the Bureau of Labor Statistics the average cost of benefits to employers is approximately 30% of their total compensation budget.

“Benefits have evolved and the way in which employers communicate their benefits needs to evolve as well to meet employees in their preferred communications channels at just the right moment in time. This includes the ability to segment employees by eligibility, life stage, and much more,” said Rae Shanahan, Chief Strategy Officer. “To do this, the onus shouldn’t fall on HR to become marketers in addition to their many other hats. Instead, our Benefits Communication and Automation Engine provides end-to-end management and delivery of benefits marketing, from strategy to omni-channel execution, and campaign tracking and analytics for improved outcomes—and much needed executive buy-in.”

Delivering automated and personalized communication has been part of Businessolver’s benefits technology for more than ten years. From our single-source technology, Benefitsolver, employers can deploy messaging throughout the platform and mobile app with customizable pop-ups, alerts via Sofia^SM – our AI-powered benefits assistant interface, notifications in the mobile app, email, SMS/text messaging, and member service announcements. Additionally, our consumer experience (CX) team has been delivering award-winning benefits campaigns since their debut in 2018, drawing on analytics from years of messaging and member services transcripts to provide proven communication templates, based on testing and review.

With this release, we are excited to unveil even more strategic and innovative enhancements to our Benefits Communication and Automation Engine that fuels the strategy and delivery of your most important engagement opportunities. Enhancements to the suite of tools and services in 2024 include:

Greater design flexibility and compliance to meet employers’ brand and culture – emails now have more options to deliver high-power, personalized communications and can be quickly assessed for accessibility concerns like Web Content Accessibility Guidelines (WCAG) compliance.
New insight and analytics dashboards to allow for our marketing and communication experts to track the journey of the benefits campaign and communications and in turn, provide unparalleled insights to employers on what is working and how to best remain in front of employees.
Enhanced metrics to include more marketing-style details around read, bounced, clicked, etc. This includes improved deliverability to avoid benefits emails going to junk/SPAM folders

“While employers don’t traditionally think of their benefits administration technology as a marketing tool, our improvements and innovation within this space should prove otherwise!” said Shanahan. “Most HR leaders got into HR to help people; they didn’t sign up to be marketers. Our communication and automation engine is doing the lift for them – targeting the right members with the right messages. It was time to enhance the offering and make sure employers (and our internal marketing experts) can use all the tools they need to improve benefits outcomes, and ultimately see more ROI on their benefits spend.”

About Businessolver

Since 1998, Businessolver has delivered market-changing benefits technology the empowers empathetic service supported by an intrinsic responsiveness to client needs. The company creates client programs that maximize benefits program investment, minimize risk exposure, and engage employees with easy-to-use solutions and communication tools to assist them in making wise and cost-efficient benefits selections. Founded by HR professionals, Businessolver’s unwavering service-oriented culture and secure SaaS platform provide measurable success in its mission to provide complete client delight.