The Push for Flexible, Personalized Benefits: How Employers Are Adapting

Once seen as back-office support, HR and benefits teams are now central to both business success and the employee experience.

“Employees come to us as if we’re an educated consumer, understanding the health issues that they’re facing, that their colleagues are facing, requesting certain products and services,” said Stevi Evans, senior director of benefits at Weight Watchers. That’s a good thing, as far as she’s concerned. Not only does it indicate trust in the HR department, it also means that she can hear from employees, first hand, about what they need. “It’s definitely a new dynamic that has helped employees stay more engaged.”

Evans and her colleagues in corporate benefits gathered for a panel on flexible benefits during From Day One’s NYC half-day benefits conference. The group traded ideas on personalizing benefits and communications, and staying flexible as needs change. 

Know Your People

Panelists agreed: A solid benefit program begins with knowing your employees.

That’s been true at fitness club brand Equinox. It was Covid that forced the company to be flexible. With gyms and fitness centers closed, a large slice of employees (both part- and full-time) were unable to work, but the company wasn’t about to revoke benefits,” said Alana Kotlyar, Equinox’s senior director of global benefits. “So we’ve also provided the flexibility to reflect on what’s happening in our world when we’re setting hourly thresholds” that qualify workers for benefits. A fitness instructor can’t work 30 hours per week–that much exercise is humanly impossible–which is what qualifies an employee as “full-time” under the Affordable Care Act.

Rather than follow the 30-hour rule, Equinox now sets thresholds by role. “It varies by job. We do two ACA measurement periods, which is atypical for an employer, because we understand the seasonality.” And the company now offers a basic health package, which includes mental health care, to all employees at subsidy. It’s “nothing glamorous–but it can get a lot of things done,” she said.

Megan Burns, lead benefits solutions consultant at wellbeing benefits platform Benepass, says that the flexibility of lifestyle spending accounts (LSAs) can increase long-term engagement. LSAs are dollars that employees can use for any number of things determined by the employer. Think gym memberships or courses or childcare or even groceries. “It crosses so many different broad wellbeing areas,” she said. Plus, employers can opt to issue dollars on a monthly, semi-annually, or annual basis.

Journalist Emily McCrary-Ruiz-Esparza, second from right, moderated the discussion 

In fact, “sometimes we don’t realize how valuable a broad solution can be,” said Evans of Weight Watchers, who recently expanded the list of items eligible for the company’s wellness reimbursement to include groceries for part-time employees. “Sometimes the basic necessities are what goes a long way for people, compared to buying the newest sneakers or the newest pair of Lululemon leggings,” she said. “We used data [about our employees] to make that decision, and it worked well for us.”

According to Benepass’s 2025 benchmarking report, financial health represents an emerging category in terms of employer spend,” and “It’s because of the feedback they’re getting from employees,” said Burns. 

Marketing Flexible Benefits

Of course, communications and long-term engagement is a concern for any benefits team. “A lot of people come to us looking for the newest channel,” said Guy Westermeyer, owner and founder of marketing agency Westcomm. “The bad news is, there’s not a newest channel. It’s still all the same channels.” What really matters is personalization and segmentation. For instance, one of Westcomm’s clients is a hospital system in Louisiana. It employs 40,000 people, but once applied a single communications strategy. “They were telling employees about benefits they weren’t eligible for.”

Another client had been translating its benefits information from English into Spanish without considering the nuance of language. Puzzlingly, the Spanish-speaking demographic of its workforce wasn’t enrolling in medical plans, but it wasn’t a problem of desire, it was a problem of translation. “They were electing life insurance because they thought that covered their life–and thought that covered their medical,” Westermeyer said.

By knowing your workforce–mistakes like these can be avoided.

“We try to hit them where they are and the way that they ask to be communicated,” said Emma Stern, head of global benefits at Bausch + Lomb, which employs both office workers and frontline workers. They put benefits information on paper, pin it to bulletin boards, and link to it via QR codes. And where employees “have stand-up meetings in the morning with site leaders, so we get [benefits] on that agenda,” Stern said. And more recently, the company lined ticker-tape on TV screens with benefits info. Everywhere, in a myriad forms, employees can get their hands on good information.

Kotlyar noted that employers interested in personalizing benefits don’t need to go shopping for new vendors to make it happen. “The simplest place to start with personalization is in your own current ecosystem,” she said. Vendors change and evolve over the years, they add new programs and services, they find new ways to solve problems. Or, you can work with them to come up with new solutions. “You can push your current vendors, from a negotiation perspective, to do a little bit more, stretch them a little bit.”

Emily McCrary-Ruiz-Esparza is an independent journalist and From Day One contributing editor who writes about business and the world of work. Her work has appeared in the Economist, the BBC, The Washington Post, Inc., and Business Insider, among others. She is the recipient of a Virginia Press Association award for business and financial journalism.

(Photos by Hason Castell for From Day One)