Make communication your benefits superpower

Katie Goodwin, Chief Customer Officer, Benifex

Communication is often the make-or-break factor in employee benefits. You can invest in the best tech, offer market-leading flexibility, and build an incredible suite of options — but if employees don’t know what’s available, how to use it, or why it matters, it won’t land.

Too often, communication is an afterthought. It’s seen as a final step — a way to “launch” or “explain” a program. But the truth is, communication is the experience. It’s the lens through which employees perceive everything their employer is offering. And if that lens is cloudy, fragmented, or absent altogether, value gets lost.

This is where we see the emergence of the “value void.” Employers are doing more — they’re investing, innovating, expanding — but employees aren’t feeling it. They’re unsure what they’re entitled to, hesitant to make changes, and they don’t know where to begin. The result is exactly what our research shows: choice without confidence.

Many companies are proud to offer tens of benefits — it’s not uncommon for organizations to offer 50+. On paper, it looks impressive. But in practice, it’s overwhelming. Without context, personalization, and guidance, even the richest benefits portfolio can feel inaccessible.

That’s why communication isn’t just a delivery tool. It’s the glue that holds the entire experience together.

It’s great to offer as much choice as possible in benefits selection, but the real value comes when you combine flexibility with education and communication. Without this, employees see a massive list of benefits, don’t know which ones are relevant to them, and feel overwhelmed.

Communication should reflect the same personalization we’re building into our platforms. It should meet people where they are — in their inbox, in the platform, through nudges, and in the flow of work. It should reflect their needs, their life stage, and their goals. Blanket emails and one-size-fits-all campaigns just don’t cut it anymore.

And yet, communications still get sidelined in budget conversations. Employers are willing to spend on new platforms and benefit innovations — but not always on the strategy that brings those investments to life. That’s a missed opportunity. For the cost of a few thousand pounds a year, you can significantly boost engagement, comprehension, and ROI.

Three principles make all the difference:

• Consistency. Employees should hear the same message across every channel and location. Fragmented comms erode trust and clarity.
• Clarity. Plain language matters. Nobody should have to decode legalese or hunt through documents to understand their options.
• Curiosity. Use in-platform tools to ask for in-the-moment feedback. Quick questions like “Was this helpful?” or “Why did you choose this?” give invaluable insights into what’s landing and what’s not.

And let’s not forget the new communication reality: there’s still more remote working. The informal moments — hallway chats, desk-side questions — aren’t happening as often. That makes intentional, strategic communication even more critical.

We also need to broaden the definition of what we’re communicating. It’s not just about what’s on offer. It’s about helping employees develop financial literacy, build long-term plans, and make confident choices in uncertain times.

Because when communication works, benefits work. When people fully understand their options, they use them. When they feel supported, they engage — and they see the true value of what you’re offering.

If your benefits program isn’t landing the way you hoped, look at your communication. That’s where the story starts. And often, where it needs to change.

Read all expert takeaways from the Benifex Forum here.