There’s a quiet revolution reshaping employee expectations — and benefits are at the center of it. 

Today’s workforce doesn’t just want more benefits. They want the right ones. 

Employees are used to curated playlists, targeted ads, and same-day shipping — and they expect that same level of personalization in every aspect of their lives, including their benefits experience. It’s no surprise that the one-size-fits-all approach to benefits just isn’t cutting it anymore. 

Welcome to the Age of Personalized Benefits 

According to McKinsey, 71% of consumers expect personalized interactions — and 76% get frustrated when they don’t get them. That same mindset has entered the workplace. 

Employees aren’t just scanning a list of benefit options anymore. They’re asking: 

• How does this apply to my life? 

• Will this help me now, or in the future? 

• Why should I care about this benefit at all? 

A 25-year-old with student debt has different needs than a 45-year-old parent navigating eldercare. But too many organizations are offering them the same exact menu of options — and it’s leading to low engagement, poor enrollment outcomes, and higher turnover. 

The truth is: you can’t engage a modern workforce with yesterday’s benefits strategy.

The High Cost of Staying Generic 

Benefits aren’t just checkboxes anymore — they’re a powerful lever for talent attraction, engagement, and retention. But when employees don’t see themselves reflected in their benefits, they tune out. 

• Participation drops. 

• Turnover rises. 

• Your clients end up investing in benefits no one’s using. 

Generic benefits create a disconnect. And in a multigenerational, remote-friendly, values-driven workforce, disconnect is costly. 

Where Brokers Step In 

The shift toward personalization opens the door for brokers to become true strategic partners. This is your opportunity to lead your clients through the evolution of employee expectations — not just with more options, but smarter ones. 

Here’s how: 

• Audit benefits usage to see what’s working and what’s not 

• Educate clients on the benefits employees actually want 

• Introduce platforms that support choice, customization, and flexibility 

• Deliver insights based on industry benchmarks and workforce demographics 

Because let’s face it — offering more benefits doesn’t mean better benefits. Your clients need your help curating solutions that fit real lives, not just job descriptions. 

Technology Is the Game-Changer 

The good news? Personalization is more achievable than ever. 

Innovative benefits platforms like Selerix BenSelect and Selerix Engage help employers: 
✅ Offer tailored plans that employees can select based on their needs 
✅ Automate communications based on employee behavior and preferences 
✅ Use data to drive smarter decision-making 

This isn’t just about technology. It’s about delivering a consumer-grade experience employees actually understand, trust, and use. 

Broker Opportunity: Lead the Revolution 

The benefits landscape is changing — fast. Employers are looking for brokers who can help them move beyond the status quo. 

Now’s the time to ask: 

• Are your clients stuck in a one-size-fits-all mindset? 

• Are you ready to guide them into the next era of personalized benefits?

Download our guide — The Broker’s Guide to Hyper-Personalized Benefits — for 10 actionable strategies to help your clients build a better, more personalized benefits experience. 

Let’s help employers move from checkbox benefits to game-changing value — and position yourself as the partner who makes it happen.