Open enrollment is more than just an annual administrative task — it’s a pivotal opportunity to engage employees, realign benefits strategy, and support population health. Emerging trends are reshaping the expectations of employers, brokers, and consultants alike. From personalization to preventive care, this year’s open-enrollment season will demand more proactive planning, smarter communication, and an emphasis on holistic well-being.
Here’s what industry leaders need to know now to get ahead.
5 Trends Shaping Open Enrollment (And How to Take Action)
1. Personalization Is No Longer Optional
One-size-fits-all benefit packages no longer meet the diverse needs of today’s workforce. Employees now expect tailored offerings that reflect their stage of life, health needs, and family priorities.
According to a 2025 report by McKinsey’s Health Institute in collaboration with the World Economic Forum, only 57% of over 30,000 surveyed employees worldwide reported good holistic health — a stark indicator of unmet needs across mental, physical, and social well-being.
Meanwhile, the report estimates that prioritizing workforce health could unlock up to $11.7 trillion in global economic value — underscoring the opportunity for employers to address these gaps proactively
What this means for you:
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Employers should audit current benefit packages to identify gaps in personalization.
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Brokers and consultants can lead with personalization tools such as digital health risk assessments or decision-support platforms.
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Emphasize optionality and flexibility, including virtual care, mental wellness, and caregiver benefits.
2. Holistic Well-Being Is Becoming Core to Benefits Strategy
Fitness, nutrition, sleep, and mental health have moved from "nice-to-have" to "must-have." Programs that support these pillars of wellness not only boost employee satisfaction but also reduce claims and improve productivity.
A recent Employee Wellness Survey by the Business Group on Health found that more than 93% of employers reported plans to maintain or even expand well-being offerings for 2025, with 73% maintaining these programs and 20% increasing them.
Action steps:
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Integrate wellness content into open enrollment communications.
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Highlight success stories or utilization data from well-being programs to build excitement.
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Encourage employee engagement through wellness incentives or challenges.
3. Communication Starts Now — and Never Stops
A key theme emerging is the importance of early, continuous communication around benefits. Many employees remain unsure about their options, which leads to poor decision-making or underutilization.
To make benefits communication effective:
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Start education efforts 6-8 weeks before open enrollment.
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Use multiple formats: video explainers, emails, virtual Q&As, and mobile push notifications.
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Translate materials into multiple languages to ensure accessibility.
4. Open Enrollment Is a Culture Moment
How an organization approaches open enrollment reflects its broader commitment to employee well-being. When done right, it builds trust, encourages transparency, and supports retention.
Consider this:
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Involve leadership in open enrollment announcements.
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Host virtual benefits fairs or well-being webinars.
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Use enrollment season to reinforce your company’s mission around health and well-being.
5. Brokers and Consultants Play a Strategic Role
In the rapidly evolving benefits landscape of 2025, brokers and consultants must go beyond traditional plan selection services — those that don’t evolve risk being sidelined. A recent Forbes commentary underscores this shift: to stay relevant, benefits professionals must adapt or risk getting left behind.
Data from the 2025 Benefits Broker Survey further clarifies employer expectations:
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54% of clients prioritize driving employee education and engagement in benefits, while
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49% prioritize addressing workforce health and well-being
More than half of brokers (63%) report that enhancing benefits amid cost pressures is a top priority for their book of business — suggesting clients are looking for strategic advisory, not just logistics.
What this means for you:
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Lead with curated wellness and care navigation solutions that balance engagement with affordability.
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Share benchmarking insights—such as cost-containment strategies and innovation trends — to inform smarter decisions.
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Offer year-round engagement toolkits, communications calendars, and targeted benefit expansion ideas (e.g., mental health, caregiver support, voluntary benefits).
By embracing this broader advisory role, supporting everything from health literacy to innovative point solutions — brokers and consultants can meet client demand for strategic value and position themselves as indispensable partners in shaping modern benefits strategies.
Related: 5 Wellness Trends HR Leaders Can't Ignore
Use This Moment to Rethink the Role of Benefits
With healthcare costs rising and the workforce becoming more diverse, now is the time to treat open enrollment as more than a checkbox. Done thoughtfully, it can elevate your brand, support population health, and drive measurable ROI.
At FitOn Health, we help employers and consultants bring this vision to life by delivering personalized, accessible preventive care solutions that fit seamlessly into open enrollment and beyond.
Want to learn more? Let’s partner to redefine what benefits can do in 2026.
