Gone are the days of open enrollment regrets

Regret. It’s not something anyone wants to feel after a major decision — especially when that decision involves something as important as employee benefits. But if you were to ask employees how they felt about their last open enrollment choices, many wouldn’t have glowing reviews. In fact, more than half of U.S. employees eligible for workplace benefits say they regret the choices they made. And the numbers climb even higher among younger workers: 78% of Gen Z and 64% of millennials admitted to experiencing enrollment remorse.¹

Employees are seeking more understanding

A recent survey reveals 19% of employees didn't fully understand the benefits they chose and the ones available to them and 20% missed the open enrolment deadline all together.¹ Clearly, this isn’t just an employee issue. It’s a wake-up call for HR teams. With rising expectations around financial well-being, health, and flexibility, benefits offerings aren’t just a “nice to have” anymore. They’re a critical component of attracting and retaining talent. But if employees don’t understand their options — or miss their window to make changes — then the value of even the best-designed benefits plan is lost.

Employers shouldn't overlook communication

The takeaway here isn’t to focus on correcting employees’ past mistakes. The focus is being proactive to prevent them from happening again. And that starts with better, more personalized communication.

Benefits education isn’t one-size-fits-all. Studies find that 53% of employees still rely on employer-provided materials or info sessions, but preferences vary widely by generation. While 67% of baby boomers lean on traditional sources like brochures or seminars, younger workers are looking to social media and digital platforms to guide their decisions.¹ That means HR teams must think multichannel, multigenerational, and strategic.

Securian's five-pillar strategy for smarter enrollment

A thoughtful benefits communication plan can make all the difference. That’s why Securian developed a five-pillar approach to support better decision-making and a healthier benefits plan overall:

1. Secure Insights® — Use proprietary data-driven insights to help highlight unique needs and behaviors of an employee population.
2. Customized marketing recommendations — Tailor messaging and outreach to employee segments for more meaningful engagement.
3. Benefit Scout® decision support and education —Equip employees with easy-to-use tools that guide them to the right benefit choices.
4. Enrollment best practices — Use seamless file sharing and real-time updates to create a smooth, well-informed enrollment experience.
5. Post-enrollment analysis — Measure results, identify gaps, and continuously improve your strategy year-over-year.

Empower, don't overwhelm

Benefits decisions are complex. But with the right strategy in place, employers can help employees feel confident about their choices. As open enrollment season approaches again, now is the time to prioritize proactive, targeted engagement so next year’s story is one of success, not second guesses.