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April 2022 Edition

The importance of family-focused benefits

The importance of family has taken on a new meaning during the pandemic and in today’s work environment, becoming and being a working parent is no small feat. Employees are navigating the stress of major life changes while trying to understand confusing employee benefit and leave programs.1 Understandably, this leaves many employees and recruits on the hunt for companies taking a proactive approach to supporting family-building through broader benefits.2 

Family-focused benefits 

Whether employees are growing families through birth, adoption, surrogacy or medical interventions, there’s an increased need for employers to support them through the accompanying emotional and financial challenges.3 Expanding benefit offerings to include all paths to parenthood can help retain top talent4 and support employers in an effort to create a diverse and inclusive workplace.

According to a recent study by Willis Towers Watson, while nearly six in 10 employers (59 percent) say that family-friendly benefits have been important to their talent strategy in the past three years, this number is expected to grow to 77 percent in the next three years.5 

Family-focused benefits — from infertility and adoption support to mental health and paid parental leave — are designed to help employees navigate a complex and often confusing landscape. Employees are looking for support across all life stages in balancing and integrating family and work responsibilities. Offering family-friendly benefits can positively impact employees’ ability to succeed long-term.6 

What companies can do to help employees

For instance, Securian Financial is expanding its hospital indemnity offering by developing family-friendly benefits with BenefitBump

BenefitBump fills an important need in employee benefits, helping growing families navigate their benefit and time-off programs to build a plan for balancing work and life. The program is designed for all paths to parenthood and connects employees with Care Navigators, who are master’s-level emotional health professionals and experts on employers’ benefit plans. Care Navigators help guide the entire family through their journey. 

Together, BenefitBump and Securian can help employees better prepare for their medical expenses, protect their family through insurance products, and provide meaningful benefit plan guidance.

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Benefit design webinar

Learn more about benefit design with a growing family in mind at our upcoming webinar hosted by Securian Financial, BenefitBump, Kindbody and UrbanSitter on Tuesday, May 3, at 11 a.m. CST.

Register now

1. Lean, Raychel. “Paid parental leave policies are too confusing for employees, study suggests,” BenefitsPRO, July 9, 2020. 

2. Kent, Ann. “Putting families first: How employers can benefits from expanding maternal care,” Employee Benefit News, October 4, 2021. 

3. Sammer, Joanne. “Support for new parents can keep employees on board,” SHRM, March 12, 2019. 

4. Cope, Debra. “Family-building benefits,” SHRM, November 13, 2021. 

5. “WTW 2021 Emerging Trends in Health Care Survey, Employers prioritize family-friendly benefits,” WTW, June 3, 2020.

6. Anevski, Pete. “The Great Resignation is here: How to cultivate loyalty with family-focused benefits,” BenefitsPRO, December 13, 2021. 

The relationship between Benefit Bump, LLC and Securian Financial Group, Inc. is that of independent contractor. Benefit Bump, LLC is responsible for the services it provides and does not have the power or authority to obligate or bind Securian Financial Group, Inc. in any manner beyond which is contractually agreed to by the parties. KBI Services, Inc. and UrbanSitter, Inc. are not affiliated with Securian Financial Group, Inc., Securian Life Insurance Company, or Minnesota Life Insurance Company. 

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