The Benefits Personalization Playbook for Multi-Generational Workforces
Why brokers need segmentation—not standardization—to deliver benefits employees actually use.
Today’s workforce has never been more diverse—or more divided in what they need from their benefits. Gen Z is navigating first jobs and financial uncertainty. Millennials are juggling childcare and career growth. Gen X is caring for both kids and aging parents. Boomers are focused on stability and retirement readiness.
Yet most employers are still offering all these employees the exact same benefits experience.
And it isn’t working.
According to the Selerix 2025 Employee Benefits Survey, personalization is the single strongest predictor of benefits satisfaction, trust, and retention. Employees who say their benefits feel flexible and personalized are 2–3x more likely to be satisfied and to trust their employer—yet 50% still want more personalization.
For brokers, this is more than a trend. It’s the opportunity to differentiate your value, deepen client trust, and build future-ready benefits strategies that meet employees where they are.
This playbook breaks down what each generation actually needs—and how brokers can tailor benefits personalization with precision, not guesswork.
Why Personalization Matters More Than Ever
Before we look at generational needs, here’s what the data makes clear:
- Only 27% of employees fully understand their benefits.
- 35% regretted a benefits choice last year.
- Younger workers have the lowest understanding and the highest regret.
- Benefits dissatisfaction is a direct predictor of turnover: only 16% of dissatisfied employees are likely to stay, versus 80% of very satisfied employees.
Personalization isn’t about offering more or “better” benefits—it’s about offering the right ones, with clear communication and guidance that resonates with each generation.
Gen Z (18–26): Overwhelmed, Undersupported, and Hungry for Clarity
What the Survey Shows
Gen Z consistently reported the lowest understanding of their benefits and the highest levels of regret about the choices they made during open enrollment.
They’re not disengaged—they’re confused.
What Gen Z Values
- Mental health and well-being support
- Student loan repayment or financial wellness tools
- Low-cost, high-clarity benefits
- Mobile-first communication and easy-to-digest content
Broker Opportunities
- Implement decision support tools to reduce guesswork
- Deliver simplified, mobile-friendly educational content
- Recommend emerging benefits Gen Z expects
Explore the new benefits expectations:
Millennials (27–42): The “Sandwich Generation” Seeking Flexibility and Support
What the Survey Shows
Millennials experience high stress tied to finances and caregiving. They want benefits that fit their lifestyle—not just traditional coverage.
They also respond strongly to personalized messages that speak directly to their situation, with 51% saying personalization is what drives action.
What Millennials Value
- Family-building and fertility support
- Mental health resources
- Flexible stipends (wellness, lifestyle, professional development)
- Career growth support
Broker Opportunities
- Build benefit bundles around life stages—not just age
- Offer stipends and flexible spending models
- Engage them year-round with targeted nudges
See how you can maximize benefits utilization through employee engagement
Gen X (43–58): Managing It All—and Feeling the Strain
What the Survey Shows
Money and health worries remain the top two stressors across employees, but Gen X feels this more acutely as they balance dependent children and aging parents.
They are also among the most likely to skip or delay care due to uncertainty about coverage.
What Gen X Values
- Retirement readiness and financial planning
- Long-term care benefits
- Caregiving support for both children and parents
- Preventive care guidance and chronic condition support
Broker Opportunities
- Recommend flexible financial wellness programs or coaching
- Increase clarity around medical plan options
- Promote wellness benefits tied to measurable ROI
Help clients quantify the value
Baby Boomers (59–67): Focused on Stability, Simplicity, and Health Confidence
What the Survey Shows
Boomers rely heavily on benefits clarity—because unclear coverage leads to delayed care, missed appointments, and increased stress.
39% of employees overall delayed care due to confusion, and this disproportionately impacts older workers.
What Boomers Value
- Clear plan comparisons
- Predictable medical costs
- Long-term care insurance
- High-touch communication
Broker Opportunities
- Provide simplified, side-by-side plan explanations
- Reinforce preventive care and low-cost coverage options
- Offer consultative support for retirement and healthcare transitions
Cross-Generational Insights Every Broker Needs to Know
1. Personalization = retention.
Employees who feel their benefits are personalized are significantly more loyal and more likely to stay.
2. Communication must be relevant.
29% ignore open enrollment messages because they don’t feel relevant.
Personalized content is the #1 driver of benefits engagement.
3. Only 16% used a decision support tool during OE—leaving huge opportunity on the table.
Yet those who felt supported after OE were 3x more likely to understand their benefits perfectly.
4. Year-round engagement is essential.
One-time communication fails every generation—especially Millennials and Gen Z.
See how you can maximize benefits utilization through employee engagement
How Brokers Build a Multi-Generational Personalization Strategy
1. Use workforce data to create meaningful segments
Age + life stage + utilization + employee feedback = personalization that makes benefits relevant.
2. Pair benefits to each group’s priorities
Use flexible benefits (HSAs, stipends, opt-in voluntary benefits) to support personalization at scale.
3. Personalize communication based on behavior and preferences
- Email still dominates (74% read benefits emails)
- But younger generations require mobile-first messaging
- Older generations need clear, repeated reminders
4. Implement decision support tools that guide smarter choices
This reduces regret, improves confidence, and dramatically boosts satisfaction.
5. Make benefits a year-round conversation
Behavior-triggered outreach ensures employees remember, understand, and use what’s available.
The Broker Advantage: Become the Partner Who Delivers Personalization That Works
The data is clear: a one-size-fits-all benefits strategy no longer fits anyone.
By building a personalization strategy that reflects the different needs of each generation, brokers can help clients:
- Boost engagement & utilization
- Reduce confusion
- Prevent costly regret
- Strengthen retention & client-broker relationships
- Improve employee well-being
And that’s exactly the kind of strategic partnership employers are searching for.
Want to Help Your Clients Deliver Benefits That Fit Every Generation?
Download The Broker’s Guide to Hyper-Personalized Benefits for 10 proven strategies to help clients offer benefits employees actually use and value.
