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Going beyond the generations in customizing benefits

Business group working on a plan

Elizabeth Halkos, Chief Operating Officer of Purchasing Power®, talks about how worker profiles can help build a customized voluntary benefits program at She focuses on the importance of lifestyle and buying preferences as well as the kinds of benefits those characteristics suggest are successful.


Taking a more personalized, segmented approach conveys the value of a program and yields a greater enrollment rate. Within the generations, there are different personas that don’t fit overall generalizations. Unique personas are critical in employee benefits because of the vastly different needs of workforce populations. Advisors and brokers should lean on their partners to do the work for them and customize the marketing because carriers and providers have the data.

Read Going Beyond the Generations In Customizing Benefits online.