January benefits enrolment: three questions advisers should ask clients about Group Protection now
Julian Nurse, Large Corporate & SME Product Lead for Protection at Aviva, shares three questions advisers can ask now to help clients get more value from their Group Protection strategy and improve employee engagement ahead of January benefits enrolment.
As summer draws to a close, many employers are already starting to think about their January flexible benefits enrolment window. While employees may not be making benefit choices just yet, the planning that shapes those decisions is often happening now.
For advisers, that's significant.
The period before enrolment opens can be the ideal opportunity to step back with clients and review whether their Group Protection strategy is still delivering value to both their business and their employees.
From reviewing benefit design and affordability to improving employee understanding and engagement, early conversations can help employers make the most of enrolment season before key decisions have been finalised.
A good place to start is with three simple questions:
- Is the protection offering still relevant?
- Is it still affordable?
- Do employees understand its value?
The answers may help uncover opportunities to strengthen employee outcomes, engagement and appreciation of workplace protection benefits.
1. Is the protection offering still relevant?
One of the most valuable things advisers can do ahead of enrolment is challenge whether existing arrangements still reflect the workforce a client has today.
Many Group Protection schemes were introduced years ago. Since then, workforce demographics may have shifted, employee expectations may have evolved and employers may have placed greater emphasis on wellbeing, attraction and retention.
However, protection benefits don't always evolve at the same pace.
Before enrolment communications are developed, advisers can encourage clients to consider:
- Does the current level of cover and choice still align with employee needs?
- Have workforce demographics changed since the benefits were introduced?
- Are protection benefits supporting wider wellbeing, attraction and retention objectives?
- Are employees engaging with the support already available?
For advisers, these conversations aren't necessarily about increasing spend or redesigning schemes. Often, they are about helping clients ensure existing benefits remain relevant and continue to meet the needs of their workforce.
2. Is the proposition affordable and accessible?
Affordability continues to be an important consideration for both employers and employees.
Businesses are balancing investment in benefits against wider commercial pressures, while employees may also be considering affordability alongside other household spending priorities.
That makes pre-enrolment planning a valuable opportunity for advisers to help clients review whether their benefits proposition strikes the right balance between meaningful protection and affordability.
This may include considering:
- Whether voluntary benefits remain accessible for employees.
- Whether benefit structures support different employee needs.
- Whether communications clearly explain the value employees receive.
- Whether employees are equipped to make informed decisions during enrolment.
The goal shouldn't simply be higher uptake. The real objective is helping employees make informed choices about benefits that are relevant to their own circumstances.
Making protection accessible and clearly explaining its value may help support employee engagement.
3. Do employees understand the value?
Even a well-designed proposition may still be underused if employees do not understand what is available.
This is where advisers can often add considerable value before enrolment begins.
Many benefit communications understandably focus on product features and policy details. Employees, however, are more likely to think about real-life situations and the impact those events could have on themselves and their families.
Advisers can help clients consider whether employees understand:
- What financial protection could be available if they were unable to work because of illness.
- How their family might be supported after a bereavement.
- What rehabilitation, wellbeing and support services may already be included within existing arrangements.
- Why protection benefits can play an important role in long-term financial resilience.
Real-life examples and claimant stories can often make benefits feel more tangible than technical product descriptions alone. They can help employees understand not just what a benefit provides, but why it might matter to them personally.
Why advisers should start the conversation now
January enrolment windows may still seem some way off, but many of the decisions that influence employee engagement are made well before enrolment opens.
Communication plans are developed, benefit propositions are reviewed and employers begin thinking about how to maximise the value of their employee benefits strategy.
That creates a timely opportunity for advisers to reconnect with clients and move conversations beyond annual renewals.
By helping employers review relevance, affordability and understanding ahead of enrolment season, advisers can position themselves as strategic partners who help clients maximise the value of their Group Protection investment.
The pre-enrolment checklist for advisers
Before January benefits enrolment planning is complete, consider asking clients:
1.
- Is your Group Protection proposition still relevant to today's workforce?
2.
- Is it affordable and accessible for employees?
3.
- Do employees understand the support and value available to them?
4.
- Are your enrolment communications helping employees make informed decisions?
If the answer to any of those questions is no, there may be an opportunity to improve employee outcomes, strengthen engagement and increase appreciation of workplace protection benefits.
Relevant. Affordable. Understood.
The months before January enrolment aren't simply a planning period. They're an opportunity for advisers to help clients review, refine and communicate the value of their Group Protection strategy.
Because when employees understand the benefits available to them, they're more likely to recognise their value. And when employers see greater engagement and appreciation, everyone benefits.
Rehabilitation and wellbeing services are non-contractual benefits that Aviva can change or withdraw at any time. Service availability varies by product and scheme. Terms and conditions and residency restrictions apply. Some services are provided by third parties.
Wellbeing services provided are not insurance products and are not authorised or regulated by the Financial Conduct Authority or the Prudential Regulation Authority.
AUTHOR
Julian Nurse
Large Corporate & SME Product Lead,
Protection, Aviva