4 key trends shaping the future of employee benefits
Today’s employee benefits landscape is shaped by shifting workforce demographics and rapid technological advances. To understand where the industry is heading, Securian Financial surveyed group benefit brokers about what they believe will matter most in 2026. Their responses reveal a future that prioritizes sustainability, personalization, accessibility and education.
Below are the four key findings from the survey, each offering a glimpse into how brokers are preparing to help employers build benefits programs that meet the needs of tomorrow’s workforce.
ESG integration becomes non-negotiable
Employers are increasingly expected to align their benefits strategies with broader environmental, social, and governance (ESG) goals. Employees, especially younger generations, are asking for benefits that reflect their values. Examples include eco-friendly wellness initiatives, financial products that invest responsibly, and community-driven programs that support causes employees care about.
By embedding sustainability and social responsibility into benefits offerings, employers can strengthen their brand, enhance employee loyalty, and demonstrate a genuine commitment to positive impact. This isn't a passing trend — it's becoming table stakes for competitive benefits packages.
Virtual care expands beyond telehealth basics
The pandemic accelerated the telehealth adoption, but brokers believe the shift toward virtual care is just begining. Employers are increasingly drawn to the convenience, accessibility, and affordability of digital health platforms. Growth areas include virtual primary care, expanded tele-mental health, and integrated digital wellness tools.
Telehealth also plays an important role in bridging healthcare gaps, particularly for employees in rural areas or those with limited access to in-person providers. By making healthcare more accessible, employers can improve overall employee well-being while managing rising healthcare costs. Brokers see virtual care as a cornerstone of the benefits experience in 2026 and beyond.
Multi-generational workforces demand personalized benefits
One-size-fits-all benefits are dead. Today's multi-generational workforce demands flexibility and inclusivity.
This may include benefits that support caregiving responsibilities, programs that address financial wellness at different stages of life, or enhanced mental health resources. By offering customizable packages, employers can ensure employees feel supported as individuals, not just as part of a collective workforce. Brokers believe tailoring benefits in this way will be crucial for recruitment and retention in 2026.
Benefits education goes year-round
Even the most comprehensive benefits programs can fall short if employees don’t understand or use them. Communication and education are critical success factors for 2026. Employers will need to move beyond once-a-year enrollment meetings and embrace ongoing, clear, and accessible communication strategies.
This includes leveraging digital platforms, interactive tools, and personalized guidance to help employees make informed choices. Education efforts will also need to be inclusive, ensuring employees across different backgrounds and literacy levels can engage with their benefits. Brokers believe this emphasis on communication will not only increase utilization but also maximize the return on investment for employers.
The road ahead
Taken together, these findings illustrate a benefits environment that is becoming more values-driven, more personalized, and more digitally enabled. The organizations that recognize this evolution — and act on it — will have an advantage in attracting and retaining top talent. Securian Financial is here to ensure your employee benefits programs keep pace. With over 100 years of experience and a passion for innovation, we’re proud to provide reliable solutions and lasting support that empower both employers and employees to succeed.