Because if benefits feel generic, employees treat them that way. 

Ever tried on a “one-size-fits-all” t-shirt? Odds are it didn’t actually fit—and it probably ended up in the back of your closet. That’s exactly what happens when employees are offered benefits that don’t reflect their needs, goals, or lifestyles. 

It’s not that the benefits themselves are bad. It’s that they’re misaligned. 

The good news? Not all benefits require heavy customization to feel personalized. Some are built to flex—designed to adapt naturally to the person using them. And for brokers, helping clients prioritize those benefits can be the difference between underutilization and real impact. 

Let’s look at how personalization by design creates better outcomes—for employees, employers, and you. 

Why “One-Size-Fits-All” Doesn’t Fit Anyone 

A commuter in a major metro doesn’t need the same benefits as a remote worker in rural Texas. A Gen Z employee just starting out won’t prioritize the same perks as a mid-career parent or someone approaching retirement. Yet many companies are still offering identical packages to all of them. 

The result? 

• Wasted budget on underused benefts
• Employee confusion and disengagement
• Increased pressure on HR and, yes, their broker

Personalization isn’t just about variety—it’s about relevance. And relevance is what drives real engagement. 

Benefits Built for Personalization 

Not all benefits are hard to customize. In fact, some are naturally flexible—designed to let employees choose how, when, and where to use them. 

Here are a few that belong at the top of your clients’ lists: 

• Health Savings Accounts (HSAs) 

Employees decide how to spend HSA dollars—whether it’s for prescriptions, vision care, or future medical expenses. They’re tax-advantaged, flexible, and fit different life stages. 

• Wellness & Lifestyle Stipends 

From fitness classes to therapy, childcare to career development, these stipends give employees the power to choose benefits that matter most to them—without administrative complexity. 

• Financial Wellness Tools 

AI-based budgeting apps, on-demand coaching, and savings nudges let employees set goals and make progress at their own pace, based on their unique financial picture. 

Each of these benefits flexes naturally to the individual. That’s the power of design-led personalization—it doesn’t require guesswork or constant HR involvement. Check out a full list of potential employee benefits to help you build the best package for your client.

Personalization Reduces Waste and Increases Value 

When employees receive benefits they don’t use or understand, employers lose on two fronts: 

• They spend money on unused program
• Employees feel overlooked or overwhelmed

But when benefits feel personal, employees engage. And when employees engage, value goes up—for everyone. 

Customizable benefits reduce waste by putting the power of choice into the hands of the people using them. It’s not just more efficient—it’s more meaningful. 

The Role of Automation and Getting It Right 

This isn’t about giving employees a dozen PDFs and hoping they pick wisely. True personalization requires smart tools to guide, support, and simplify. 

That’s where platforms like Selerix BenSelect and Benefits Genius come in. With behavior science driven decision support, employees get tailored guidance based on their health profile, financial goals, and preferences—often in just a few clicks. 

And with automation handling the heavy lifting behind the scenes, HR teams aren’t bogged down managing exceptions or fixing errors. 

The result? 

• Smarter decisions
• Lower support volume
• Happier clients (and fewer broker headaches!)

Recommend the Benefits That Fit 

You don’t need to rebuild the whole benefits package to offer personalization. Sometimes, it’s about knowing which benefits offer the biggest return with the least friction. 

Help your clients: 

• Identify which customizable benefits best serve their workforce demographics 
• Implement tools that simplify the experience for both HR and employees 
• Communicate the value of these benefits clearly—so employees know what’s available and how to use it 

This is your opportunity to go beyond just recommending plans—to become a true strategic partner. 

Ready to Bring Personalized Benefits to the Table? 

The most powerful benefits aren’t always the flashiest. They’re the ones employees actually use. 

Get 10 proven strategies for helping your clients build a personalized, high-impact benefits strategy. 
Download The Broker’s Guide to Hyper-Personalized Benefits 

Want to see how Selerix helps you deliver personalization without the complexity?

Schedule a quick call