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Are You Chasing Applause or Impact?

Thu, 06 Nov 2025 14:17:39 GMT

Going Beyond Viral Content

In many ways, social media has made marketing easier—or at least more accessible and measurable. But here’s the catch: it can also make us lazy. It tempts us to chase engagement metrics that feel good but don’t move the needle. We confuse visibility with viability. Applause with impact.

Recently, I spoke with a small business owner who was frustrated by his marketing efforts. He and his team were everywhere—at community events, on social media, showing up with energy and consistency. But it wasn’t translating into business.

Curious, I started looking closer. Their website was polished and professional, but lacked personality. Their social profiles, meanwhile, were filled with photos from local events. It was great for goodwill, but disconnected from what they actually did. They had built a presence, but not a path to purchase. People liked them, but didn’t know why they should hire them.

It got me thinking: how often do we refine our message, only to deliver it to the wrong audience?

Signs You Might Be Speaking to the Wrong Audience

We’re taught to “know your audience,” but in the age of likes and shares, it’s easy to skip that step—or mistake any audience for the right one. Here are a few red flags:

Engagement from friends and peers, but silence from prospects Don’t just count likes. Look at who’s liking. Are they potential buyers or just familiar faces?
Generic praise or off-topic questions Comments that miss the point may signal that your message isn’t resonating with the right people.
Audience growth without relevance Your follower count is climbing, but not with the segment you’re trying to reach.

Why This Happens

Message refinement without audience recalibration. You’ve polished your pitch, but it’s not reaching the people it’s meant for.
Distraction by activity metrics. Likes and shares feel validating—but they don’t always reflect progress or impact.
Chasing virality over value. Going viral might boost visibility, but it rarely builds trust or drives conversions with your core audience.

What to Do About It

If you’ve read this far, chances are you’re my audience—and this message is landing. Here’s how to realign:

Revisit your audience. Who are they? Where do they engage? Are you speaking to their pain points and priorities?
Audit your activity. Who’s engaging, replying, registering? If it’s not your target segment, it might be time to consider new channels, direct outreach, or paid media to reach them.
Refocus your content goals. Make sure your audience understands what problems you solve—not just that you’re active or likable.

Marketing isn’t just about being seen—it’s about being understood by the right people.

Before you chase the next round of applause, ask yourself:

“Is my message landing with the people who need it—or just the ones who like it?”

If this message resonated and you find yourself seeking impact over applause, I would love to connect. I help benefits platforms, brokers, and compliance-driven teams:

Refine messaging that resonates with the right audience—not just any audience
Translate complex offerings into clear, actionable content
Audit engagement patterns to uncover hidden disconnects
Build communication strategies that drive trust and conversion, not just conversation

Whether you're launching a new product, planning a webinar, or rethinking your outreach, I bring strategic clarity and audience alignment to the table.

Ready to stop chasing likes and start driving impact? Let’s talk .

The Most Important Time is Now

Fri, 24 Oct 2025 18:38:16 GMT

Six Do’s and Don’ts for Communication During Open Enrollment

For benefits professionals, we must remember the words of Leo Tolstoy,

"The most important time is Now."

Yes, communication should happen all year long. But let’s be honest—open enrollment is still the main event in the benefits world. It’s a high-stakes moment: employees are overwhelmed, HR teams are stretched thin, and vendors are vying for attention.

In the middle of all this, communication can bring clarity , confusion , or concern . With premium increases looming, some concern may be unavoidable—but you’re still in control of the delivery.

As you prepare for the main event, here are six do’s and don’ts to help you cut through the noise and deliver messaging that moves people to action.

✅ Do: Lead with what’s changing

Don’t: Bury the message in jargon, disclaimers or 100-page benefits guides

Employees want to know:

What’s new?
What’s different?
What do I need to do?

Start there. If your message opens with “We’re excited to announce…we value our employees” and takes three paragraphs to get to the point, you’ve already lost them.

✅ Do: Segment your messaging

Don’t: Send one-size-fits-all emails to everyone

Not all employees have the same needs. Pick a few segments and tailor your message—new hires, part-timers, retirees, or those with dependents. A little segmentation goes a long way in helping employees with what they need most.

It is a balance. Keep general reminders broad, but use segmentation for more detailed communications and discussions.

✅ Do: Use plain language and visuals

Don’t: Assume everyone understands benefits terminology

Terms like “deductible,” “coinsurance,” or “embedded out-of-pocket max” aren’t intuitive. Use analogies, infographics, and real-life examples to make complex concepts digestible.

Try the “Middle Schooler Test.” If you can explain it clearly enough that a middle schooler understands, you’ve made it accessible to everyone.

✅ Do: Repeat yourself

Don’t: Assume one email or webinar is enough

Repetition builds retention and ensures action. Use multiple channels—email, intranet, webinars, and manager toolkits to reinforce key messages and reach employees where they are.

As open enrollment winds down, create urgency. Send short, targeted reminders via text, Slack, or Teams to employees who haven’t enrolled.

✅ Do: Make it actionable

Don’t: Leave employees wondering what to do next

Every message should end with a clear next step: “Log in to your benefits portal,” “Attend the Q&A session,” “Review your plan comparison guide,” or "Enroll now."

Don't leave employees guessing. Give them clear direction and set expectations.

✅ Do: Humanize the experience

Don’t: Treat open enrollment like a compliance checkbox

Benefits are personal. They impact families, finances, and futures. Use stories, testimonials, or even humor to remind employees how these decisions support their well-being and personal goals. It's more than a once-a-year task. It's about setting them up for success in the year to come.

The Time is Now

Open enrollment isn’t just a communication challenge—it’s a trust-building opportunity. When you speak clearly, empathetically, and strategically, you don’t just drive participation. You build credibility.

Looking for help? Let Angel Vision assist in your benefits education and communication strategies.

5 Hacks to Better Benefits Education

Wed, 01 Oct 2025 18:49:01 GMT

Better Benefits Education

(Even when you don't have time or money to spend)

Let’s be honest: benefits education often gets squeezed between compliance deadlines, open enrollment chaos, and budget constraints. But here’s the truth— confused employees cost more . They underutilize the benefits you offer, miss out on tax-advantaged accounts, and make decisions that drive up claims.

The good news? You don’t need a full campaign budget or a dedicated communication team to make benefits education better. You just need a few strategic hacks.

1. Consider bite-sized education.

Most employees spend less than 18 minutes reviewing their benefits each year. So, ditch the 100-page benefits PDFs and opt for:

One to two sentence summaries. Focus on succinctly answering what it is and when it is used. AI Chatbots (i.e. ChatGTP, CoPilot) make it easy to create these summaries. Just prompt the chatbot with your list of benefits.
Visuals like icons, checkmarks, and color-coded comparisons. Canva.com is a powerful and low-cost tool that aids in making visuals that pop. It features a broad library of templates to get you started.
Easily digestible formats: tooltips, sticky notes, video clips, or quick-reference cards.

Pro Tip: You don't need to get into video production to leverage video. YouTube.com is a great source of educational videos. In fact, KFF provides a brand agnostic video series on Understanding Health Insurance. It is also likely that your existing vendor relationships offer short videos on things like HSAs, FSAs, and other benefits.

2. Make the most of existing employee communications

You don’t need a new channel—just effectively use the communication channels your employees are already engaging with.

Add benefit tips to payroll emails.
Include reminders in calendar invites for open enrollment deadlines.
Drop a benefit fact into your monthly newsletter or Slack thread.
Send quick text messages with time sensitive reminders.

Remember to meet employees where they are. While benefits portals are an effective tool to facilitate enrollment, they may not be part of employees' day-to-day interactions and may fall short as a communication tool.

3. Leverage peer influence

Employees trust their coworkers more than HR emails. So:

Ask a respected team member to share how they use their FSA.
Feature real stories in internal posts (“How preventive care helped me avoid surgery”).
Invite employees to share stories on how they use their benefits during an open enrollment meeting.

4. Automate the repetition

You don’t need to manually send reminders—just set it and forget it:

Schedule quarterly nudges about preventive care, eligible expenses, or card usage.
Use templates for FAQs and claim instructions.
Build a simple benefits calendar with seasonal tips.
Create calendar reminders for key deadlines throughout the year.

5. Frame benefits by life stages, not just line items

Employees don’t wake up wondering which benefit they’re underutilizing—they think about their current challenges: paying off student loans, managing childcare, caring for aging parents, or planning for retirement. So instead of presenting benefits as a comprehensive menu, group them by life stage to make relevance obvious and engagement intuitive.

Here’s how to reframe the conversation:

Young Professionals (Starting Out): Highlight tuition reimbursement, mental health support, and HSAs as “starter financial tools.” “Build your financial foundation while protecting your mental health.”
Growing Families (Parenting & Caregiving): Emphasize dependent care FSAs, telehealth, and flexible scheduling. “Support for the people who depend on you—at home and at work.”
Mid-Career (Maximizing & Managing): Position preventive care as “strategic medicine,” and HSAs as “wealth-building tools.” “Smart choices now reduce future costs and improve long-term health.”
Later Career & Retirement Prep: Focus on catch-up contributions, financial planning, and long-term care options. “Turn your benefits into a retirement strategy.”
Life Transitions (Divorce, Loss, Career Change): Offer resources like EAPs, financial counseling, and bereavement leave. “Support when life throws curveballs.”

Why it works: People tune out “nice-to-haves.” They tune in to outcomes and personal connection. When benefits feel like strategy, employees engage, ask questions, and make smarter choices.

Don't Delay. Start taking advantage of these hacks today!

You don’t need more time or money—you need more clarity. Benefits education isn’t about pushing information. It’s about pulling people in and engaging where they are at.

If you’re a TPA, broker, or benefits leader trying to drive engagement, start with these five hacks. They’re simple, scalable, and proven to work.

Struggling to get started? Let Angel Vision LLC assist in your benefits education and communication strategies.

15 Benefits Tips for the Final 15 Weeks of 2025

Fri, 19 Sep 2025 12:44:16 GMT

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As we enter the final stretch of 2025, benefits professionals are balancing open enrollment, plan renewals, compliance updates, and strategic planning — all while navigating shifting employee needs. With just 15 weeks left in the year, here are 15 actionable tips to help you close strong and start 2026 with clarity, confidence, and compassion.

1. Check-in with your vendor partners – Identify key dates, deadlines and milestones.

A successful year-end and open enrollment starts with a clear plan and alignment with your vendors—carriers, benefit admin platforms, payroll vendors, account administrators, and other ancillary benefits vendors. Double-check deadlines for enrollments, create a communication calendar, schedule benefits meetings, and set internal review cycles. Align your calendar with internal teams such as finance, HR, communications and leadership to avoid last-minute surprises.

2. Confirm Data Feeds and Integrations

Ensure eligibility files, payroll deductions, and vendor integrations are syncing properly and contain expected values. Clean data and active data feeds now prevents year-end scrambling and January headaches. If you have new vendor relationships, make sure you understand when feeds will go live and what the back-up plan is if there are delays.

3. Reminders and Early Education on Consumer-Driven Accounts

Health Savings Accounts (HSA), Flexible Spending Accounts (FSA), and lifestyle accounts can get lost in the shuffle during open-enrollment and throughout the year. For existing participants, send a quick reminder on how they can use these benefits and key deadlines (if applicable) for contributing or using funds. Ahead of open enrollment, share stories from employees on how they used or benefited from these accounts throughout the year.

4. Update Your Messaging

Review your benefits communications for clarity, empathy, and relevance. What worked last year may feel stale now. Check out Tips for Simplifying the Complex .

5. Look for Automation Opportunities

In the heart of open enrollment, every minute or task avoided is critical. Many of the tools you use every day can be used to automate or simplify manual tasks.

Data pulls and analytics: Excel and Google Sheets offer script options, macros, pivot tables, and more that can greatly simplify actions and data transformations. A little up-front work can go a long way.
Data Connectors : For slightly more advanced users, tools like Microsoft Power BI and Zapier can aid business users in connecting systems and data exchange.
Email Sends: Save time by scheduling email communication sequences and reminders. Email automation tools like MailChimp can aid in automation but also provide valuable insights regarding engagement. If a separate email program is out of scope, look at your email client for opportunities to schedule communications or use rules for managing replies.

6. Confirm Compliance and Any Limit Updates

Check ACA filings, nondiscrimination testing, contribution limits, COBRA notices and COBRA open enrollment, and any state-specific mandates. Partner with legal or compliance early.

7. Test Your Processes and Employee Experience

Open Enrollment can become very operational or task oriented. Don’t forget that open enrollment is about providing ‘benefits’ to employees. Ask: “What’s it like to enroll in our benefits?” Test your own process. Look for friction points, confusion, or missed opportunities to delight. Recruit a few newer employees to give feedback. Often, there are blind spots that we don’t even realize.

8. Educate Leadership Teams and Other Benefits Advocates

Benefits are complex. Employees will have questions. Arm leaders and other benefits advocates with information, frequently asked questions and resources can reduce the load on a benefits administrator.

9. Reassess Eligibility Rules and Plan Documentation

Life changes, mergers, changes to workforce dynamics, or modifications to regulatory requirements may all trigger updates to who qualifies for what. Don’t assume last year’s rules and plan documentation still apply.

10. Make Required Actions Clear

In recent years, more employers have moved to an active enrollment approach which requires employees to actively select and reenroll in benefits each year. Employees should not assume that the benefits they had will carry over. Make it clear what benefits employees must enroll in and/or reset an election.

11. Review Your Data

As the end of open enrollment nears, it is important to review your data and look for any abnormalities while changes can still occur.

Are enrollment rates on par with prior years?
Are there unexpected trends in what employees have elected?
Do the benefits generally align with the employee demographics? For example, individuals enrolling in Dependent Care FSAs must have eligible dependents. A quick review, might trigger an outreach opportunity.

12. Celebrate Small Wins

Did you improve enrollment rates? Launch a new program? Reduce manual work? Share it. Clear, transparent communication builds trust and increases momentum among other employees that have not yet taken action.

13. Create an Ongoing Communication Calendar

Open enrollment cannot cover all benefit details employees need to know or prompt them to act on everything. A clear communication plan throughout the year can help break down the critical information for open enrollment from the best practice tips that can aid in use throughout the year. Download Communication Calendar Template .

14. Protect Your Energy

Year-end is intense. Block time for deep work, delegate where possible, and build in recovery. Your clarity and calm help others thrive.

15. Consider a Communication Partner

You are not alone. Open enrollment and year-end are a crazy time. It is ok to lean on a trusted partner for a little help. Angel Vision LLC and Becky Seefeldt are available to assist in your communication planning. You’re not just managing plans — you’re guiding people through life’s transitions.

Unofficial Start to Benefits Season

Wed, 03 Sep 2025 12:56:14 GMT

5 Things to Do Before Open Enrollment

Labor Day may mark the end of summer, but for HR and benefits teams, it signals something else entirely: the unofficial kickoff to open enrollment prep. While the formal launch may still be weeks away, the strategic groundwork starts now. And in today’s landscape—where compliance, cost containment, and employee engagement all collide—proactive planning isn’t optional. It’s essential.

Here are five critical moves employers should make before open enrollment begins:

1. Assess Your Vendor Ecosystem: Are You Set Up for Success?

Before messaging, before logistics—start with your partners.

Are there gaps in your current offerings (e.g. mental health, financial wellness, lifestyle spending accounts)?
Are any vendors underperforming or misaligned with your goals?
Are you exploring new solutions that reflect evolving employee needs?

This is your moment to review contracts, explore enhancements, and ensure every vendor supports your benefits objectives.

2. Align Stakeholders Around Strategic Goals

Open enrollment isn’t just a checkbox—it’s an opportunity to drive change. Bring together HR, finance, legal, and marketing to align on:

What outcomes matter most this year (e.g., HSA adoption, dependent verification, plan migration)?
Which benefits need extra spotlight or education?
How will success be measured—and communicated internally?

A unified strategy ensures every touchpoint reinforces your goals.

3. Pressure-Test Your Tech and Processes

Whether you’re using a benefits platform, payroll integration, or homegrown spreadsheets, now’s the time to test:

Are all eligibility rules and plan designs correctly configured?
Is your system ready for mobile access and multilingual support?
Do you have a backup plan for high-volume days or last-minute changes?

A smooth experience builds trust—and reduces costly errors.

4. Segment Your Audience for Smarter Engagement

Not all employees need the same message. Use data to tailor communications by:

Life stage (new parents vs. retirees)
Plan usage (frequent care vs. low utilizers)
Eligibility status (part-time, seasonal, COBRA)

Personalized outreach increases relevance—and drives better decisions.

5. Prepare Leaders to Be Benefit Ambassadors

Your managers and team leads are the front line of influence. Equip them with:

Talking points that connect benefits to employee well-being
FAQs and escalation paths for tricky questions
A preview of what’s changing and why

When leaders are informed and confident, employees follow suit.

Open enrollment isn’t just a logistical exercise—it’s a strategic opportunity to reinforce your goals, support your people, and drive smarter choices. The prep starts now. Let’s make it count.

Curious how to reframe your messaging for impact? Reach out to schedule a discovery session .

The Benefits Blind Spot: Why Communication Is the Missing Link in Employee Engagement

Tue, 12 Aug 2025 13:07:36 GMT

The Missing Link in Employee Engagement

In today’s workplace, benefits are no longer just a checkbox—they’re a reflection of company values, culture, and care. Yet despite generous offerings, many employees remain disengaged, confused, or unaware of what’s available to them. The reason? Communication (or a lack of).

The Engagement Gap

Employers are investing more than ever in benefits—from mental health support and fertility coverage to lifestyle spending accounts and financial wellness tools. But according to recent data:

64% of employers only communicate about benefits during open enrollment
50% of employees say better understanding their benefits would increase loyalty
Employees who clearly understand their coverage are more likely to trust leadership

That’s not a benefits problem. That’s a communication problem.

Benefits as a Trust-Building Tool

Benefits are one of the most personal touchpoints between employer and employee. They affect families, health decisions, and financial futures. When communication is clear, timely, and empathetic, it builds trust. When it’s vague, transactional, or buried in jargon, it erodes it.

At Angel Vision, we believe benefits communication should be:

Personalized : Tailored to different employee segments, life stages, and learning styles. Check out Bridging the Gap: Communicating Benefits Across Generations
Multi-channel : Delivered through email, SMS, microsites, manager-led updates, and even short videos
Year-round : Not just during open enrollment, but as part of an ongoing conversation
Clear and value-driven : Free of compliance-speak and full of real-life relevance

What HR Leaders Can Do Today

Audit your current communication strategy : What’s being said, how often, and through which channels?
Create a benefits calendar : Align messages with seasonal needs—tax time, back-to-school, wellness months
Train managers as benefits ambassadors : Equip them with talking points and empathy-driven scripts
Use storytelling and create internal benefits champions : Share real employee stories that show benefits in action

Final Thought

Benefits aren’t just about coverage—they’re about connection and clarity. When employees feel informed, empowered, and seen, engagement follows. Communication isn’t the cherry on top—it’s the bridge between intention and impact.

5-4-3-2-1 Simplify the Complex: A Guide to Building Trust

Thu, 07 Aug 2025 13:29:37 GMT

Get ready to Simplify the Complex.

In highly regulated industries like benefits and financial services, communications are often complex, require multi-stage approvals and delays seem inevitable. The idea of clear, timely communication can feel out of reach, but what if it didn't have to.

With over 20 years experience at the intersection of benefits and financial services, I saw it all. You had the jargon jungle where communications were stuffed with so many industry-specific words and acronyms, you needed a decoder just to understand the message. Or possibly, the slow-motion approval monster where something newsworthy happens and the need to communicate is identified but weeks (or even months) pass and it is still in-progress or waiting for approval.

I would like to introduce my 5-4-3-2-1 Simplify Model. It is a framework to address the biggest failures organizations face when attempting clear, timely communication. Through this framework, you can restart your communication strategy. Rather than fear complexity and compliance, you can simplify it.

5 Tips for Setting Compliance Standards

Clear, timely communication starts with a strong foundation and shared commitment. When organizations struggle, it’s rarely the messa ge itself—it’s the lack of structure. Without a common framework, everyone ends up playing by their own rulebook.

Agree to rules of engagement. Effective communication happens when stakeholders are aligned. That means setting shared goals, defining roles, establishing clear processes and expectations, and proactively identifying potential needs.
Create of library of pre-approved content snippets and disclaimers. Avoid endless back-and-forth by building a content framework that covers common scenarios and frequently used language. This speeds up approvals and ensures consistency.
Establish a list of do's and don'ts. Knowing what not to say is just as important as knowing what to say. Identifying sensitive language or trigger topics helps prevent unnecessary revisions and keeps messaging on track.
Set reasonable timelines for review and approval (with escalated reviews for hot/timely topics. Not all communications are equal. Align review timelines with business priorities to keep momentum and avoid bottlenecks—especially when speed matters.
Don't be afraid to adjust with organizational needs. Every organization is different. Your standards should reflect what works for your team. If something isn’t working, revise it. Flexibility is key to long-term success.

4 Strategies to Breakdown the Complex

When you have been in an industry for a while, you pick-up a new language. It's the words, phrases and acronyms that industry insiders throw around in normal conversation. You likely take for granted that others don't understand the language. There are ways to breakdown the complex and simplify your message so that your audience understands it.

Step-by-step explanations: Walk readers through processes in small, digestible steps.
Visual aids: Use charts, timelines, infographics, or diagrams to make data and regulations easier to grasp.
Plain language: Swap industry jargon for clear, straightforward terms. Limit use of acronyms unless they are widely known.
Use the “Middle School” test: Imagine explaining your message to a middle schooler. Is it understandable? Do key ideas require more clarity? Are actionable steps clearly defined? Personally, I’ve found it helpful to test communications on my middle school-aged kids—they offer an excellent perspective on whether the message is accessible to a broad audience.

3 Ways to Build Trust

Trust is essential to business growth and success in benefits and financial services. Trust is shaped by three key factors:

Transparency – Organizations and their employees want clear, jargon-free explanations about their options. Hidden fees, unclear rules, or misleading benefit structures erode confidence.
Reliability – A consistent, credible voice builds trust over time. You must be available to answer questions and provide accurate, up-to-date information.
Education – Many organizations and employees underestimate the value of benefits simply because they don’t fully understand them. Proactive education helps them maximize what’s available.

Pro Tip: Many organizations hold off on communicating until they have all the details. You don't have to have all the answers. Don't be afraid to tell them what you know , what you don't know and how you will keep them informed . Not only does this establish transparency and reliability, but it also creates an opportunity to stay in front of your audience.

2 Purposes for Every Communication

Every message should do one of two things: Inform or Inspire Action .

Inform — Share relevant insights that help your audience understand what’s happening and why it matters to them.
Inspire Action — Motivate your audience to take the next step, whether it's clicking, registering, or changing behavior.

Make the relevance unmistakable. Tie the message to their world. And whenever possible, leave them with something they can act on.

1 Call to Action

When your purpose is clear, your call to action (CTA) should be too. The right CTA depends on where your audience is in the relationship funnel.

�� If you're aiming for conversion, it might be: Buy now. Enroll. Join.

�� If you're building trust or offering value, it could be: Download. Learn. Register.

Whether you're driving action or deepening engagement, clarity is key. One purpose. One ask.

Ready to Simplify?

Clear, timely communication isn’t just a nice-to-have—it’s a competitive advantage, especially in regulated industries where trust and precision matter most.

The 5-4-3-2-1 Simplify Model isn’t just theory. It’s a practical framework designed to help teams cut through complexity, align faster, and communicate with confidence.

Curious how it could work for your organization? Let’s connect . I’d love to explore how you can put this framework into practice and turn communication into a strategic asset.

7 Hacks to Efficient and Effective Business Intelligence

Wed, 11 Jun 2025 21:19:52 GMT

Over the years, I've developed and refined a set of strategies for staying ahead in my industry and keeping an eye on the competitive landscape. Today, I’m sharing my best-kept secrets.

1. Set Up Google Alerts for Industry and Competitive Monitoring

Whenever I discover a new competitor, legislative update, industry influencer, or emerging trend, I set up Google Alerts for a daily digest of relevant insights. This simple but powerful tool cuts through the noise of countless industry publications, delivering only the updates that matter—straight to my inbox.

2. Learn from Broader Consumer Trends

Highly regulated industries like finance, benefits, and insurance may lag behind in innovation, but that doesn't mean we can't anticipate changes. Studying consumer trends beyond our immediate space—such as those driven by Apple, Amazon, OpenAI, or Google —can offer valuable foresight into market shifts. Ask yourself:

What strategies are these innovators using to engage customers or remove friction?
How can similar approaches be applied to your business?

3. Track Recurring Research and Industry Benchmarks

History provides powerful clues about where the market is headed. Many industries have key reports that are published annually, offering consistent insights for long-term strategic planning. Some of my go-to reports include:

Devenir HSA Survey (Twice per year—tracks HSA industry growth)
KFF Employer Health Benefits Survey (Annually in October)
Mercer Health & Benefits Strategies Report (Typically annual)
HRA Council Growth Trends Report ( Newer analysis on ICHRA and QSEHRA expansion)

4. Follow Competitor Activities on Socials and Newsletters

One of the most straightforward ways to understand your competition is by seeing how they present themselves . Following competitors on social media and subscribing to their newsletters can provide valuable insights into their messaging and positioning.

For a deeper perspective, consider looking at employee reviews on Glassdoor or other platforms to gauge company culture and customer experiences. Of course, all intelligence gathering should remain ethical and transparent .

5. Leverage Personal Experience for Competitive Insights

Over the years, I’ve interacted with various vendors, solutions, and benefits providers. These experiences offer a goldmine of lessons :

How was the customer experience?
Were there communication gaps or inefficiencies?
What could have made the interaction smoother or more engaging?

Reflecting on these encounters can uncover strategies for improving your own offerings.

6. Dig Into Your Own Data

Your company’s data contains hidden gems that reveal customer behaviors and opportunities for optimization. Consider analyzing:

Customer inquiries (What are their most frequent concerns?)
Usage patterns (What features are underutilized—and why?)
Customer sentiment (What feedback are they sharing about your brand?)

This insight enables proactive adjustments to meet customer expectations.

7. Stay Ahead with Direct Industry Sources

Why wait for second-hand reports when you can be the first to know ? Subscribe to direct industry sources for immediate updates:

Legislative developments (Set up saved searches & alerts on Congress.gov )
Regulatory releases (Sign up for IRS email alerts on IRS.gov )
Professional associations (Industry groups & lobbying firms provide exclusive insights)

Intelligence is a Habit, Not a One-Time Task

Business intelligence isn’t about gathering data once (or even once a year)—it’s about building habits that keep you informed, adaptable, and ahead of the competition. By consistently tracking industry trends, analyzing your own data, and staying connected to key sources, you create an ongoing advantage that positions you for success.

The best part? Intelligence compounds. The more you engage with these strategies, the sharper your insights become.

Bridging the Gap: Communicating Benefits Across Generations

Wed, 04 Jun 2025 21:34:40 GMT

Communicating benefits to employees is challenging, but doing so across a diverse mix of generations can feel even harder. At times, it may seem like we are all speaking different languages. Rather than focusing on differences, sometimes the best approach is to highlight the commonalities that bring us together.

Recently, I had the pleasure of gathering with family to celebrate my parents' 50th wedding anniversary. Coming from a large family, we had representatives from five generations—Baby Boomers, Gen X, Millennials, Gen Z, and Gen Alpha. Each had their own preferences and ideas for what the weekend might look like, but somehow, we made it work, and everyone walked away with moments of joy. That’s what we need to consider when communicating benefits: How can we create moments where each generation gets something they want or need without alienating another group?

The Multi-Generational Workforce

Workforces commonly span three to five generations, each bringing unique benefit preferences and communication styles. Here’s a glimpse of what matters to each generation and how they prefer to receive communication:

Baby Boomers (1946-1964): Value retirement benefits and healthcare; prefer direct communication, emails, and printed materials.
Gen X (1965-1980): Seek work-life balance and financial security; favor email, webinars, and straightforward messaging.
Millennials (1981-1996): Want flexibility and mental health benefits; engage via mobile apps, videos, and peer recommendations.
Gen Z (1997-2012): Prioritize inclusive benefits and tech-driven perks; prefer instant messaging, social media, and interactive formats.
Gen Alpha (2013-2024): Still growing, but expected to value personalization, digital-first experiences, and well-being. Likely to prefer AI-driven, interactive, mobile-native communication styles.

Leveraging Universal Best Practices for Employee Benefits Communication

My experience with my family reminded me that there are universal truths that transcend generations. If we can tap into those, we can create winning moments for everyone.

Clarity & Simplicity: Everyone appreciates clear, simple communication. Keep messages jargon-free and easily digestible.
Multi-Channel Approach: Each generation has a preferred communication channel, but there is crossover. Use a mix of email, text, webinars, intranet, and printed materials to ensure broad reach.
Consistent & Frequent Messaging: Reinforce messages regularly, not just during open enrollment.
Storytelling & Real-Life Examples: Testimonials and relatable scenarios illustrate how benefits apply across different generations and life stages.
Interactive & Engaging Formats: Videos, FAQs, and Q&A sessions enhance understanding and engagement.

Addressing Common Challenges

Benefits professionals often struggle with balancing diverse communication needs with resource constraints. A few strategic hacks can help:

Repurpose, don’t reinvent. Identify core message points and adapt them for different channels.
Repoint, rather than rewrite. Use supporting communication methods (postcards, texts, intranet posts) to direct employees to key messages.
Package benefits by life stages. A "Benefits by Generation" resource can illustrate how different benefits apply across life stages.

Measuring Communication Success

There is no one-size-fits-all communication strategy. Employees have unique situations that influence communication norms and best practices.

Track engagement and feedback. Combine statistical data (open rates, click-through rates, views) with employee feedback (surveys, polls, interviews).
Adjust strategies based on employee response. Focus on what works and refine approaches accordingly.

The Need for a Smarter Benefits Communication Strategy

Effective benefits communication is no longer just a nice-to-have—it’s a critical component of employee satisfaction, engagement, and retention. With workforces spanning multiple generations, each with unique preferences and expectations, organizations must adopt a smarter approach to ensure their messaging resonates.

A strategic benefits communication plan should be clear, multi-channel, engaging, and adaptable to different life stages. It must go beyond open enrollment and become an ongoing conversation that reinforces the value of benefits throughout the year. Companies that fail to modernize their approach risk losing employee trust, reducing benefits utilization, and ultimately impacting retention.

Ready to transform your benefits communication strategy?

That’s where Angel Vision comes in. Angel Vision specializes in delivering benefits communication strategies that help organizations refine their message, optimize communication channels, and ensure employees receive the right information at the right time. Partner with Angel Vision today to build a smarter, more effective approach that drives results.

5 Myths about Content Marketing

Wed, 28 May 2025 21:44:52 GMT

The myths about content marketing you need to stop believing.

Content marketing is a powerful tool but often misunderstood and undervalued. Here are a few of the biggest misconceptions I have encountered:

1. �� '�� .

Content marketing is part of a comprehensive growth strategy that is building credibility and creating awareness. When sales reach out after several interactions with content, the prospect is more receptive and already has a level of trust established.

��. ��

AI is a tool, not a strategy. It can enhance efficiency in content creation and distribution, but it lacks the human intelligence and creativity necessary for authentic storytelling. Successful content marketing requires strategic thinking, emotional connection, and a deep understanding of audience needs—something AI alone cannot provide.

��. �� = ��

Quantity does not equal success. There is a balance between quantity and quality. Focus on consistent delivery of relevant and insightful content rather than just increasing output.

��. �� .

Content should be designed to reach your target audience. A post that reaches and resonates with hundreds of the right people is far more effective than one that reaches thousands of the wrong people.

��. �� .

Content marketing is a long-term strategy. It takes time to build trust, authority and develop relationships. Success comes from consistency and engagement rather than immediate gratification.

�� when done strategically!

By focusing on quality, relevance, and trust-building, brands can create long-lasting impact and sustainable growth.

Want to dive deeper into content strategy? Let's chat .

Building Trust in Benefits and Financial Services

Wed, 14 May 2025 21:54:27 GMT

Trust is the foundation of any successful financial or benefits strategy.

Whether advising employees on health plans, retirement savings, or financial wellness , the ability to communicate clearly and lead with expertise sets everyone up for long-term success.

In an era of information overload, benefits advisors and HR professionals must go beyond simply offering plans—they must educate, guide, and build confidence in their decisions.

This article explores how thought leadership and effective communication strengthen trust, helping employees feel informed, empowered, and financially secure.

Trust is the foundation of any successful financial or benefits strategy

Employees rely on advisors and HR professionals to help them navigate complex healthcare plans, retirement options, and financial wellness programs—but trust isn’t built overnight. It requires transparency, education, and meaningful communication that empowers individuals to make informed decisions.

Misinformation is widespread and financial choices are increasingly complicated. Professionals must step into the role of thought leaders, guiding employees with clear, honest, and actionable insights.

Understanding Trust in Benefits & Financial Services

Trust in financial and benefits services is shaped by three key factors:

Transparency – Employees want clear, jargon-free explanations about their options. Hidden fees, unclear rules, or misleading benefit structures erode confidence.
Reliability – A consistent, credible voice builds trust over time. Advisors and HR professionals must be available to answer questions and provide accurate, up-to-date information.
Education – Many employees underestimate the value of benefits simply because they don’t fully understand them. Proactive education helps them maximize what’s available.

The Role of Thought Leadership in Trust-Building

Being a trusted advisor goes beyond providing summaries and highlighting product features. True thought leadership means:

Openly offering expertise – Blogs, webinars, and LinkedIn posts that simplify complex topics.
Engaging in industry conversations – Commenting on trends, policy changes, and innovations.
Providing proactive solutions before problems arise – Helping employees plan ahead rather than reacting to financial challenges.

Effective Communication Strategies for Trust

Simplify Complex Concepts – Avoid jargon. Break down information into digestible steps or real-world examples.
Encourage Interaction and Engagement – Don’t just inform—ask employees what matters to them and personalize responses.
Leverage Storytelling and Personal Experiences – Employees relate to real experiences more than generic FAQs. Case studies, testimonials, or personal stories make actions more tangible.
Use Visuals & Technology – Infographics, video, AI-driven chat support, and interactive tools enhance understanding and accessibility.

The Trust-Building Roadmap

Trust in financial and benefits services isn’t built through a single conversation—it’s earned through consistency, education, and proactive leadership.

When benefits professionals and advisors communicate clearly, engage meaningfully, and lead with credibility, employees gain the confidence to make better financial decisions.

6 Trends in Benefits & Financial Services

becky.seefeldt@gmail.com (Becky Seefeldt) — Wed, 19 Mar 2025 21:15:00 GMT

Watch these trends in benefits & financial services

The benefits and financial services landscape is evolving fast! From personalized benefits to AI-driven planning and decision support, here are six key trends you need to know:

1. Personalized Benefits including LSAs and ICHRA
2. Financial Wellness Programs & Education
3. AI & Automation
4. Integration of Health & Wealth
5. Embedded Services into payroll & HR platforms
6. Evaluating DEI

These trends are reshaping how organizations support financial security and employee well-being!

Download PDF guide to learn more .

How AI & Automation are Reshaping Benefits & Financial Services

becky.seefeldt@gmail.com (Becky Seefeldt) — Wed, 12 Mar 2025 20:38:37 GMT

The rapid rise of artificial intelligence (AI) and automation is transforming nearly every industry, and the benefits and financial services sector is no exception. From streamlining decision-making to enhancing customer interactions, AI-driven tools are revolutionizing how companies operate. However, alongside these advancements come new challenges.

Let's explore how AI and automation are reshaping benefits and financial services, the opportunities they bring, and the cautions businesses should consider as they integrate these technologies.

The AI-Powered Evolution of Financial & Benefits Services

1. Guided Decision-Making & Smarter Recommendations

AI-driven analytics tools are making it easier for both companies and individuals to make informed financial and benefits-related decisions. Machine learning models can analyze vast amounts of data to suggest the best health plans, retirement options, or investment strategies.

For Employees & Consumers: AI chatbots, digital advisors and guided decision-support technology can provide real-time recommendations on benefits enrollment or financial planning based on personal data, historical trends and potential future needs.
For Businesses: Employers and financial firms can leverage AI-powered insights to optimize benefit offerings, identify utilization gaps and ensure they meet workforce needs while managing costs effectively.

2. Operational Efficiency & Cost Savings

Automation is reducing the administrative burden on HR teams, financial advisors, claims administrators, and customer service departments. AI-driven platforms streamline repetitive tasks like claims processing, compliance checks, and payroll administration, allowing teams to focus on more strategic work.

Automated Claims Processing: Insurance providers and benefits administrators are using AI to review claims faster, detect anomalies, improve the feedback to customers and prevent fraud.
Compliance & Risk Management: Algorithms can scan activity and changes to automatically identify or alert businesses to compliance or fraud risks.

3. Hyper-Personalized Communication

Gone are the days of one-size-fits-all financial and benefits advice. AI allows companies to deliver highly personalized messages and insights to customers based on their unique behaviors, preferences, and goals.

Tailored Benefits Recommendations: Employees receive AI-generated suggestions for healthcare plans or investment options that align with their lifestyle and budget.
Financial Coaching at Scale: AI-powered robo-advisors provide personalized financial planning guidance without requiring one-on-one human interaction.
Perfectly Timed Next Best Actions: Employees can receive ultra-personalized actions in real-time to optimize the use of their benefits and financial outcomes.

4. Enhanced Customer Service & Engagement

AI-driven customer service solutions, such as virtual assistants and intelligent chatbots, are reshaping how consumers interact with financial institutions and benefits providers. These tools provide instant answers, guide users through complex decisions, and ensure 24/7 service availability. The use of AI-driven assistants to answer questions helps to reduce wait times and enhance user experience. Additionally, AI-powered voice tools help users navigate financial planning, investment choices, or claims submissions with relative ease.

The Risks & Challenges of AI in Benefits & Financial Services

Despite its advantages, AI adoption in financial and benefits services also comes with risks. Businesses must navigate these challenges carefully to avoid unintended consequences.

1. Security & Data Privacy Risks

AI systems rely on massive amounts of personal data to function effectively, making them a prime target for cyberattacks. Companies must ensure their AI-driven solutions comply with data protection regulations and implement robust cybersecurity measures. As AI tools collect sensitive financial and health data, firms must prioritize encryption, multi-factor authentication, and threat monitoring.

2. Branding & Trust Considerations

Over-reliance on AI can make a brand feel impersonal, particularly in industries where trust and human connection are critical. While AI can personalize messages and automate processes, it can’t fully replicate empathy and nuanced understanding of a personal relationship. Organizations that overlook human connection risk losing customers if their technology fails to meet expectations or AI leaves gaps in the customer needs. Companies must strike a balance between AI-driven efficiency and maintaining a human touch in customer interactions. Through this balance, companies create an authentic brand and avoid alienating customers that might need personal support from time to time.

3. Ethical & Accuracy Concerns

AI algorithms are only as good as the data they are trained on. If not properly monitored, AI models can perpetuate or even amplify existing biases or inaccuracies in financial and benefits decision-making.

4. Workforce Displacement & Employee Experience

As AI and automation take over repetitive tasks, businesses must consider the impact on their workforce. Employees in administrative roles may face job shifts or reskilling requirements. Companies must invest in upskilling initiatives to ensure employees can work effectively alongside AI. Workplace policies must address responsible and approved approaches to AI use in the workplace.

The Path Forward: Embracing AI with Caution & Strategy

To maximize the benefits of AI while mitigating risks, companies in the benefits and financial services sector should adopt a balanced approach:

Prioritize Security & Compliance – Invest in robust cybersecurity protocols and adhere to strict data privacy regulations.
Maintain a Human Touch – Use AI to enhance, not replace, human interactions, ensuring trust and personalization remain at the forefront.
Ensure AI Transparency – Continuously audit AI models to ensure fairness and accuracy in automated decision-making.
Reskill & Upskill Employees – Provide training programs to help employees adapt to AI-driven roles.

AI and automation are undeniably transforming the benefits and financial services industry, driving efficiency, personalization, and innovation. However, businesses must approach AI adoption thoughtfully—ensuring that technological advancements enhance, rather than diminish, trust, security, and human connection.

By strategically leveraging AI while addressing potential pitfalls, companies can create a future where technology empowers both businesses and consumers in smarter, more efficient ways.

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How to Position Yourself as a Thought Leader

becky.seefeldt@gmail.com (Becky Seefeldt) — Wed, 05 Mar 2025 20:19:13 GMT

Position yourself as a thought leader without sounding salesy

Do you hate the idea to 'selling' but don't see a way around it?

There are very few people who actively love selling or being sold to. But, what if you could grow your business without ever 'selling'.

When you position yourself as a thought leader, you are doing just that.

So, what is the secret to positioning yourself as a thought leader?

1. Educate, don't sell

People don't look for sales pitches, they are looking for insights.

Share industry trends and changes that impact your audience.
Break down complex topics into simple, easy-to-understand insights.
Answer common questions

2. Share scenarios

Help your audience understand the types of problems you solve and how you solve them. This builds credibility without pushing a product or service.

3. Engage, don't just post

Positioning yourself as a thought leader isn’t just about publishing content -- it’s about starting conversations.

Comment on industry discussions with valuable insights.
Ask thoughtful questions to encourage engagement.
Connect with decision-makers and engage with their content before reaching out.
Repost with thoughts to demonstrate your interest and perspective

Thought Leadership Takes Consistency

People need to know that they can count on you consistently to view you as a thought leader. Set a regular content schedule and stick to it. Thought leadership takes time, but consistency will pay off.

What are your marketing needs?

Wed, 26 Feb 2025 16:13:54 GMT

Strategic Advisor? Fractional CMO? Project Support? Full-time Hire? Which one is right for your business?

As businesses grow, so do their marketing and branding needs. But when it comes to leadership, the big question is: Should you hire a strategic advisor, bring in a fractional CMO, contract for project support or commit to a full-time marketing leader?

Each option serves a different purpose, and choosing the right one can impact your business's growth, efficiency, and bottom line. Let’s break down when to use a strategic advisor, a fractional CMO, project support, and a full-time hire , so you can make the best decision for your business.

When to Hire a Strategic Advisor

A strategic advisor provides high-level guidance with limited or no hands-on execution. This is ideal when you need expert insights, direction, and industry knowledge but have an internal team (or external resources) to implement the strategy.

✅ Best for:

Companies that need thought leadership and strategy but don’t require day-to-day execution.
Businesses looking to optimize presence, content strategy, or brand positioning without hiring full-time.
Founders, consultants, and executives who want a trusted advisor to refine their marketing or credibility-building efforts.

�� Example Use Case:
A benefits consulting fir m wants to position its leaders as industry thought leaders but doesn’t have the expertise to create a content strategy. A strategic advisor helps them craft the approach, outline a plan, and may guide initial development, but the internal team holds primary responsibilities to execute it.

�� Choose a strategic advisor when you need expert-level insights, clarity, and guidance—without ongoing management.

When to Hire a Fractional CMO

A fractional CMO is a part-time executive-level marketer who provides both strategy and execution. They act as a hands-on leader, overseeing marketing initiatives without the cost or commitment of a full-time CMO.

✅ Best for:

Growing businesses that need strategic leadership and execution but may not be ready for a full-time CMO.
Companies in transition (scaling up, repositioning, or launching new offerings) that need senior-level marketing expertise .
Organizations looking to build and optimize their marketing systems, content strategy, and lead generation .

�� Example Use Case:
An insurance brokerage wants t o increase brand visibility and inbound leads but doesn’t have an internal marketing leader. A fractional CMO develops their content strategy, lead generation system, and marketing execution plan—driving growth without the cost of a full-time CMO.

�� Choose a fractional CMO when you need both strategic leadership and execution, but don’t need (or can’t afford) a full-time executive.

When to Contract Project Support

Contracted Project Support provides hands-on support in the execution of marketing initiatives or projects. They are focused on tactical execution of an established marketing plan or strategy.

✅ Best for:

Businesses looking for specialized technical skills to execute their marketing strategy (i.e. design, marketing automation, email campaign support, SEO, website development)
Companies looking for temporary support to augment team for specific initiatives or fill staffing gaps from their current team.

�� Example Use Case:
A financial advisor is looking to refresh its brand with a mor modern look and feel including new logo, website and updated materials. It contracts one or more resources to assist in the execution of its brand refresh, which ensures all identified deliverables are completed timely and consistent with brand expectations.

�� Choose Contracted Project Support when you need help with the execution of your marketing strategy for specialized technical skills or temporary support.

When to Hire a Full-Time Employee

A full-time marketing hire is ideal when your business has consistent, ongoing marketing needs that require a dedicated professional. Unlike a fractional CMO, a full-time employee focuses solely on your company, offering day-to-day execution and long-term commitment.

✅ Best for:

Companies with established marketing functions needing dedicated execution .
Businesses that require ongoing content creation, social media management, or campaign execution .
Organizations with the budget to invest in a long-term marketing hire for growth.

�� Example Use Case:
A financial services firm has built a strong marketi ng foundation with a fractional CMO but now needs a dedicated full-time marketing manager to handle content, social media, and client engagement on a n ongoing basis.

�� Choose a full-time hire when you need consistent execution, dedicated focus, and long-term marketing stability.

Next Steps

If you are looking to build credibility, optimize business growth or develop scalable marketing strategies, Angel Vision can help. Not sure which option is right for your business? Let's connect for free discovery call .

The Alphabet Soup of Consumer-Driven Benefits

Mon, 24 Feb 2025 19:00:02 GMT

The Old, the New and the Proposed

Consumer-driven benefit accounts can be a confusing alphabet soup of acronyms and terms. While many are familiar with FSAs, HSAs, and HRAs, the emergence of new accounts like ICHRA and LSA, as well as proposed ones like USA and HFA, adds complexity to an already intricate landscape.

Checking in on the 'Old'

FSAs, HSAs and HRAs have been available for decades now, but there is still some confusion and misinformation that surrounds their use.

Health Flexible Spending Accounts (Health FSA)

Defining Characteristics: You must make an election before the start of the plan year. The full election for a Health FSA is available on the first day of the plan year. You have a defined period to use the funds (which may include an extended period or limited rollover). Funds can be used on all qualified medical expenses (as defined by IRS) and must be verified (or substantiated) as eligible. Once an election is made, it cannot be changed, except for certain life events.
When to Use: You have predictable or expected medical, dental, vision or out-of-pocket expenses. You have known expenses early in the year and could benefit from access to full election. You are not enrolled in a qualified HSA-plan and/or you are not eligible for an HSA.
When to Skip: You are contributing to an HSA. You do not have predicted medical expenses. Situations where employee turnover is high.

Health Savings Accounts (HSA)

Defining Characteristics: You must be enrolled in an HSA-eligible health plan, you cannot be covered by ineligible plans and cannot be enrolled in Medicare. HSAs have a triple tax benefit in which funds are deposited pre-tax, grow tax-deferred and remain tax-free when used for qualified medical expenses. Funds are owned by the individual, automatically roll from year-to-year, and are never lost due to changes of employment or coverage. You can make changes to your HSA contributions at any time for any reason (up to the IRS limits).
When to Use: You are enrolled in HSA-eligible health plan and are otherwise eligible to contribute to an HSA
When to Skip: You are not eligible for an HSA (ie. you have other ineligible coverage, you are enrolled in Medicare).

Health Reimbursement Arrangements (HRA)

Defining Characteristics: HRAs must be offered with a group health plan and allow employers to set allocate funds for employees' out-of-pocket medical expenses. The specific rules, contributions, and timing are defined by the employer or plan sponsor.
When to Use: Employers do not have an HSA-eligible health plan but want to help employees with out-of-pocket expenses. Can be used in collective bargaining agreements or as step into higher deductible plans. A post-deductible HRA can be used in conjunction with an HSA to reduce high out-of-pocket exposure for those that need it most.
When to Skip: You are offering an HSA and/or no employer funding will be provided for out-of-pocket expenses.

Familiarize yourself with the 'new'

In recent years, we have seen a drive towards personalized benefits through the use of ICHRA and LSA.

Individual Coverage Health Reimbursement Arrangements (ICHRA)

Defining Characteristics: An ICHRA is a defined contribution benefit. An employer sets rules defining how much they will contribute. An employee can use the funds to pay individual health plan premiums and, in some cases, to pay for out-of-pocket expenses.
When to Use: Employers are turning to ICHRA for a number of reasons which may include: offering coverage that was not previously offered, expanding who has access to coverage, expanding choice among employees, and managing cost increases.
When to Skip: You are offering a group health plan coverage which meets the needs of employer and employees.

Lifestyle Spending Accounts (LSA)

Defining Characteristics: Lifestyle Spending Accounts are generally a taxable benefit where an employer has decided to set aside funding for a specific purpose(s) or a targeted, high-value benefit for employees. LSAs are not an IRS regulated account, so they do not have strict rules and situations governing their use.
When to Use : Employers are turning to LSAs to offer customizable benefit solutions to meet a variety of employees' needs through a simplified administrative approach.
When to Skip : You are unable to invest in a new benefit program and/or you are looking to offer a highly prescriptive benefit program.

Get a pulse on the 'proposed'

While it is still a guessing game regarding what will happen, there have been a few concepts introduced in the current or prior Congress which provide some clues. Many of the concepts recognize limitations with HSAs and look to expand availability through different trade-offs.

Health Freedom Accounts (HFA)

Proposed by Rep Chip Roy (R-TX), Healthcare Freedom Act of 2025 would establish Health Freedom Accounts (HFA). HFAs would be built upon the foundation of an HSA but would have several key differences. First, anyone could have HFAs regardless of their health plan coverage. Proposed contribution limits and catch-up amounts would be significantly increased from current HSA levels. HFAs could be used to reimburse premiums and would expand other eligible expenses. However, there would be a trade-off. As proposed, the employer exclusion for health insurance would be phased out. This would have a significant change to how health insurance is purchased today.

Universal Savings Accounts (USA)

Universal Savings Accounts (USA) were introduced in the last Congress and would allow individuals to make contributions up to $10,000 (increasing with inflation) on a tax-free basis. Any distributions from the account would be includible in gross income. The amount allowable would be phased out for higher income levels. Rather than advancing incremental improvements and expansion efforts to the existing alphabet soup of accounts, a USA takes a more simplistic approach by offering a single account that could be used across a variety of expenses.

HOPE Accounts

Health Out-of-Pocket Expense Act or HOPE Act was introduced in the last Congress and would establish the use of HOPE Accounts. HOPE Accounts would be similar to a Roth IRA for healthcare expenses. Through a HOPE Account, funds would be taxed when contributed but receive favorable tax treatment on the growth and when used for eligible medical expenses. Individuals would be required to have minimum essential coverage in order to enroll and contribute to a HOPE account (but would not be required to have an HSA-qualified health plan as is required for an HSA).

The Power of Understanding

Understanding the landscape of consumer-driven benefit accounts can be daunting, but with clarity comes the power to make informed decisions. FSAs, HSAs, and HRAs remain fundamental tools for managing medical expenses, each with its unique advantages. Meanwhile, newer accounts like ICHRA and LSA offer personalized benefits tailored to individual needs. Keeping an eye on proposed accounts such as HFA, USA, and HOPE, which promise to further evolve the benefits landscape, is crucial. By staying informed, employers and employees can make the most of these opportunities to enhance their financial well-being and healthcare security.

Are you a benefits advisor exploring how consumer-driven benefits might fit into your strategy or looking to build trust and credibility through thought leadership? Schedule a free discovery call to learn how Angel Vision can support you on your journey.

Is ICHRA the next HSA?

Mon, 17 Feb 2025 21:00:02 GMT

What to know about Individual Coverage Health Reimbursement Arrangements (ICHRAs).

Individual Coverage Health Reimbursement Arrangements (ICHRA) have been available for over five years now but have only started gaining significant attention in the last 12-24 months. Initially, many dismissed ICHRAs as having limited growth potential and only a viable solution for very small employers. Despite the initial skepticism, ICHRA is making a name for itself and could very well be the next “HSA”.

What is ICHRA?

ICHRA was introduced under executive action during President Trump’s first term. At its core, an employer provides employees with a defined contribution amount that they can use to purchase individual health plan coverage. Often, the coverage is provided through either a government exchange or a private exchange. The employer (or plan sponsor) determines if the ICHRA will be limited to just covering the costs of premiums, or if it could also be used to pay for other out-of-pocket medical expenses.

How ICHRA Introduction Compares to HSA Introduction

Looking back, the initial years of HSAs (Health Savings Accounts) are remarkably similar to the introduction of ICHRA we see today.

1. Legislative Challenges

Before HSAs, there were Medical Savings Accounts (MSAs). MSAs were a temporary program that combined a high deductible health plan and a savings account, but they were highly restrictive which limited their growth potential.

At the time, I was running marketing at MSA Bank (now known as HSA Bank). Each year, MSAs were at the whims of the government and the program could easily expire. However, we held on to hope that Congress would finally expand MSAs. Finally, in December 2003, it happened (but with a twist). Instead of expanding MSAs, Congress approved HSAs effective January 2004. We scrambled to figure out what it all meant and how we could offer solutions. There were often more questions than answers back then.

In many ways, ICHRA is challenged by a similar fate as MSAs were. ICHRA is currently offered under executive order, which means that it could end at the whims of a new president. Efforts have begun to codify ICHRA into law and secure its place in the benefits landscape. ICHRA industry insiders hope that 2025 will be the year that they are finally codified.

2. Recognized Strength in Numbers

From the inception of HSAs, it was clear that advocacy efforts would be needed and there would be strength in numbers. The ABA HSA Council and the HSA Coalition are two of the organizations that initially rallied to support HSAs, gain legislative and technical clarity, and educate the market. In a similar fashion, the ICHRA market has already organized around the HRA Council. The HRA Council is committed to working together to create a vibrant HRA market through advocacy, education, and better market data.

3. Market Hesitation

Starting out, MSAs and later HSAs were not embraced by all. We were constantly reaching out to brokers and employers, educating them on this new concept—high deductible health plans with HSAs. We found that there were three types of brokers: those that got it and became evangelists, those that reluctantly sold HSAs when they might ‘lose’ a client, and those that actively sold against HSAs at all costs. ICHRA seems to be experiencing a similar breakdown in the broker and administrator markets. ICHRA is still in early growth stages, but ICHRA evangelists are strong and nudging the market forward.

How is ICHRA Paving Its Own Way?

For brokers and administrators that focused on the employer group market, ICHRAs were not an obvious solution and were largely dismissed. However, many new players saw ICHRA as an entry point. According to the HRA Council’s 2022 Growth Trends Report, more than 9 out of 10 employers with an ICHRA between 2020-2022 had less than 20 employees. After a few years, these early entrants to the ICHRA market realized they could also solve challenges that plagued large market employers (defined as employers with 100 or more employees). In the HRA Council’s 2024 Growth Trends Report, adoption among large employers grew 84% from 2023 to 2024, while overall ICHRA year-over-year growth grew 29%. So, what problems are ICHRAs addressing?

1. Cost & Risk Management

ICHRA allows employers to set a contribution budget which is not directly linked to rate renewals. In the group market, employers with more than 100 employees are typically experienced-rated (or could be self-insured). In either case, a few ‘bad’ claims can result in significant rate or cost increases. The individual market is community-rated and has seen rate increases typically ranging from 5-15%. First, employers can choose how much they would like to increase or decrease their contribution independent of rates. Additionally, employees can decide how they want to manage any increases by potentially changing their plan vs. taking on an increase.

2. Choice

In the group market, it can be difficult for employers to offer multiple plans to address the various needs, life stages, and geographic considerations of their employees. Through ICHRA, employees have more choice in the options available and can prioritize what is important to them.

3. Ability to Address Unique Population Segments

ICHRA can be used to expand benefit offerings beyond the traditional ‘full-time’ employee and address the often overlooked ‘part-time’ or ‘seasonal’ employee. Employers can use different employee classes to set contribution levels across more employee segments. Individuals that would not otherwise be offered coverage now have new options to explore.

Making ICHRA HSA-Friendly

There is a common misunderstanding regarding ICHRA and HSA suggesting you must choose either ICHRA or HSA. While ICHRA can ‘replace’ an HSA in some cases, it also makes a great complement to a consumer-driven benefits strategy. How do you make ICHRA HSA-friendly?

ICHRA can be designed to only pay health insurance premiums. Individuals that choose an HSA-qualified health plan can use the ICHRA to pay their premiums and self-fund an HSA to pay for eligible out-of-pocket expenses. This is the most common approach.
ICHRA can also be designed to be HSA-compatible. In addition to paying premiums, the ICHRA could be designed as a limited purpose ICHRA which only pays dental and vision expenses and/or as a post-deductible ICHRA which doesn’t reimburse medical expenses until an initial deductible threshold is met.

Both of these approaches ensure that employees have access to the best of ICHRA and HSA.

Watch out for ICHRA

While HSAs with an HSA-qualified plan have grown into a mainstream benefit, it has been over 20-30+ years in the making. ICHRA has shown significant potential to revolutionize the way employers provide health benefits. By offering flexibility, cost management, and the ability to cater to diverse employee needs, ICHRA is paving its own way in the benefits landscape. As we look to the future, the continued growth and adoption of ICHRA will depend on legislative support and market education.

Are you a benefits advisor exploring how ICHRA might fit into your strategy? Are you an ICHRA provider looking to build trust and credibility through thought leadership? Schedule a free discovery call to learn how Becky can support you on your ICHRA journey.

This article was originally written for Angel Wisdom Newsletter. Subscribe of LinkedIn .

5 Tips to a Successful Benefits Communication Strategy

Wed, 12 Feb 2025 19:50:46 GMT

Resources to plan your benefits communication strategy for the year

Throughout our daily lives, we have become accustomed to the sound bites, short-form videos and highly personized messaging. Yet, when it comes to our employer-provided benefits, we often accept a status quo of 100+ page benefits guides, plan documents, clunky user experiences, and confusing language. It is time for a change, and it starts with a plan.

#1. Create a benefits communication calendar.

Benefits communication should not be concentrated to a few months a year. Instead, it should be an ongoing strategy to improve employee's understanding and use of their benefits.

Identify Must-Communicate Topics. Start by identifying compliance requirements, key deadlines, instructions, and important account access and vendor contact information.

Identify Should-Communicate Topics. Consider common questions and topics that might arise throughout the year, such as claims denials, life events, benefit changes, benefit expiration, usage, and enrollment periods.

Identify Enriching Topics. Think about topics that would improve employees' experience and usage of their benefits.

Download Sample Benefits Communication Calendar

#2. Personalization on a budget.

Many employers lack resources to create sophisticated employee journey maps or offer personalized decision support tools, but that doesn't mean they can't move towards a personalized experience. Consider creating life stage bundles that highlight the types of benefits an employee might consider at certain stages in life. Additionally, once they are enrolled in a particular benefit, the messaging on how they might use that benefit might vary by their life stage.

#3 Look for ways to engage employees.

Avoid lengthy documents and memos when communicating with employees. Instead, consider engaging methods. Here are some potential ideas:

Hold Events: Organize events throughout the year with prizes and fun activities to highlight specific benefits.

Try Gamification: Use low-cost options like Kahoot to introduce competitive quizzes.

Incentivize Participation: Offer monetary or other rewards to encourage engagement.

Corporate Challenges: Consider fitness, savings, or volunteer hour challenges.

Use Multimedia: Incorporate videos or fun gifs to grab attention.

Request Testimonials: Highlight real-life stories from employees about how they use or appreciate their benefits.

Surveys: Use surveys to understand what is working and where improvements can be made.

Incorporate Wellness: Offer fitness classes or meditation sessions to promote wellness in the workplace.

#4 Build out your messages.

When communicating with employees, it can be easy to fall into common pitfalls.

For further insights, check out Becky Seefeldt's recent article in Forbes: Five Pitfalls to Avoid in Employee Communication and Five Strategies to Try Instead .

#5. Put your plan into action.

There is a saying, "Perfection is the enemy of progress." There is no perfect plan or perfect communication, but there is an opportunity to try something new, see what works and refine your approach. Get ready to communicate all year long.

This article was originally written for Angel Wisdom Newsletter. Subscribe of LinkedIn .

Maximizing Your Benefits: A Year-Round Guide

Wed, 29 Jan 2025 20:08:21 GMT

Check out 5 Tips to Make the Most of Your Benefits

If you recently navigated the open enrollment period for your health benefits—whether through your employer or a healthcare exchange—you're not alone. Open enrollment is that annual window where you evaluate your benefit options, make your selections, and then move on to the next task. Interestingly, HR Dive notes that employees spend an average of only 18 minutes enrolling in benefits.

If you fall into this average, there's a good chance you could benefit from a deeper dive into your options and how to make the most of them throughout the year.

1. Assess Your Benefits Inventory

During open enrollment, you likely had a variety of benefits to choose from, typically falling into these categories:

Health Insurance
Supplemental Benefits: Dental, vision, accident, specific disease coverage
Account-based Plans: HSAs, HRAs, Health FSAs, Dependent Care FSAs, Commuter Benefits, Adoption Assistance Programs
Retirement Plans: 401(k) or 403(b)
Other Voluntary Benefits
Don't forget to account for the services your employer provides automatically. Common options include mental health apps, Lifestyle Spending Accounts, Employee Assistance Programs (EAPs), Parental Benefits, and Financial Wellness Programs.

2. Understand Your Benefits Rules

Benefits can be complex, and each program has its own set of rules. For each benefit identified in step 1, ask yourself these questions:

What is this benefit used for?
How do I use the benefit? Are there rules or limitations?
What happens if I don't use the benefit?
Can I make changes to the benefit? If so, under what circumstances?

3. Learn How to Access Your Benefits

Upon enrolling in a benefit, you often receive a "Getting Started" guide that explains how to access and use it. If you renewed benefits from a previous year, consider seeking a refresher from your employer’s benefits coordinator. Ensure you have:

Any necessary insurance cards, payment cards, or items needed at service locations.
Login details to view or manage your benefits. Some employers offer single sign-on from a company benefits site, but others require a separate login.
Confirmation of your personal responsibility for services, including deductibles, co-payments, co-insurance, and out-of-network expenses. Nobody likes surprises at the doctor’s office.

4. Stay Organized and Monitor Communications

Benefits programs are often regulated, requiring claims filings, document submissions, and sometimes denials. With a bit of organization, you can handle these processes smoothly. If you receive a denial notice, consider these steps:

Provide Additional Documentation: Benefits may require detailed documentation, such as service details, recipient, date, and amount. Insurance companies or medical providers can offer an Explanation of Benefits. Access these through a portal or request a copy.
Check Service Eligibility: If you believe a service should be eligible, you might need a letter of medical necessity (LMN) from a medical provider or verify the service’s billing code with the provider’s billing department.

5. Utilize "Free" or Included Services

Understand what services or benefits are free or covered each year. While specifics may vary by employer or plan, common services include:

Preventive Care: Annual wellness visits, preventive screenings
Vaccinations
Preventive Medications: Certain preventive drugs or medicines (including insulin)
Routine Blood Tests
Preventive Dental or Eye Care
Wellness Programs: Gym memberships, mental health support
Employee Assistance Programs (EAPs)
Financial Wellness Education or Advisory Services
Paid Time Off (PTO)
Professional Development: Programs, workshops, courses
Employee Discounts

Maximizing your benefits can significantly enhance your overall well-being and financial health. By taking the time to thoroughly inventory your benefits, understand their rules, and stay organized, you can fully leverage what’s available to you. Remember, your benefits are designed to support you—make the most of them in the year ahead.

Meet People Where They Are

becky.seefeldt@gmail.com (Becky Seefeldt) — Thu, 23 Jan 2025 20:45:44 GMT

The importance of understanding your audience

It seems like every article or interview on communication is talking about personalization and meeting people where they are, but what does that really mean? Personalization and meeting people where they are is about creating a tailored approach to communication that resonates with the audience on a personal level. By understanding who they are, how they prefer to receive information, and what truly matters to them, you can craft messages that not only capture their attention but also drive engagement and action.

Step 1: Who is your audience?

Understanding the audience is crucial before crafting your message. Make sure you have a strong understanding of who you are communicating with by asking these key questions:

Who is my audience?
What is important to them? (Be sure to consider both their professional and personal priorities.)
Why should they care about my message, product, or solution?
Do I need to adjust my solution or audience if they aren't interested?
What do you know about their behaviors and preferences?

Step 2: How do they like to receive communication?

Different channels work for different people. Consider using:

Email
Text messages
Social media
In-app notifications
Collaboration tools (e.g., Slack, Teams)
Intranet sites
In-person meetings
Mail

Additionally, think about the format—whether short-form or long-form text, video, webinars, interactive gamification, etc. Tailor your approach based on the type of message and desired action.

Don't make the mistake of choosing just one channel and format for communication. Every message has a unique purpose and may require a unique strategy.

Step 3: What is the most important point of your message?

Focus on one or two key points to avoid overwhelming your audience. If additional details are needed, link to a separate resource or document.

Step 4: Be prepared to communicate in multiple channels and multiple times.

Even the best messages need to be repeated. The "rule of 7" suggests that a message needs to be repeated at least 7 times to be effective. Don't hesitate to over-communicate.

Need help defining your audience and communication strategies? Reach out to Becky at Angel Vision to schedule a Complimentary Discovery Session . Remember, the goal is to create a connection and make your message resonate. Happy communicating!

Anticipating the Impact of a Trump 2.0 Administration

Wed, 22 Jan 2025 20:04:48 GMT

Three things to watch as new administration kicks off

Over recent months, there has been much speculation on what a Trump 2.0 administration may bring. We are already seeing swift action in the areas of immigration, energy and trade. According to WhiteHouse.gov site, there were 46 Presidential Actions taken on President Trump's first day in office. Despite what we know in other areas, the benefits, tax and health care picture is a little more fuzzy. There are a few areas to watch that are likely to shape the picture in the coming year and beyond.

#1. The Administration -- Unified Republican Government

While the margins are narrow, we do have a unified Government under Republican control. Trump had some lofty campaign promises to maintain tax cuts, add tariffs to international trade, and reduce regulations. While a push to repeal Affordable Care Act (ACA) has mostly quieted down, there is still a strong feeling that ACA needs some changes. We have already seen efforts to reinstate short-term, limited-duration health insurance by House Republicans.

Is big change on the horizon? Maybe.

History tells us that Unified Governments create pathways to big change. The last time Trump held office, Republicans also controlled the House and Senate and we saw the Tax Cut & Jobs Act get passed. ACA was passed under Democratic control.

In recent years, the consumer-driven health (CDH) industry has been focused on trying to get incremental changes passed-- eliminating HSA eligibility challenges, expanding definitions of preventive care, and increasing contribution limits. While it is possible to see some of these incremental changes finally pass, we can't discount the possibility of big change. Concepts such as Universal Savings Accounts or the Healthcare Freedom Accounts tick a lot of the boxes for Republicans regarding tax cuts and regulatory simplification. These could spell a good news, bad news scenario for third-party administrators that thrive on providing solutions that ensure regulatory compliance.

We can't discount the possibility of big change. Concepts such as Universal Savings Accounts or the Healthcare Freedom Accounts tick a lot of the boxes for Republicans regarding tax cuts and regulatory simplification.

#2. Tax code will be under review in 2025

The Tax Cut and Job Act, along with other tax provisions, are expiring at the end of 2025. Doing nothing will bring about change. To keep what we have today will cost an estimated $4.5T. A review of the tax code is imminent. While Trump has vowed to extend tax cuts, a group of five Republicans have already voiced their opposition to the current cap on State and Local Tax (SALT).

Simultaneously, through an Executive Order, the President has ordered the establishment of the Department of Government Efficiency (DOGE) which he has indicated will be led by Elon Musk. Initial reports touted a $2T target in budget deficits but more recent interviews suggest $1T will more likely be the target.

As the tax code comes up for debate, we will likely see competing forces at play where tax cuts and spending expectations are at odds. While consumer-driven health accounts have traditionally been viewed favorably by Republicans, we have also seen situations where consumer-driven health accounts (or elements of them) have been sacrificed for larger budgetary mechanisms. This begs the question, what will make it into tax reform and what becomes a sacrifice in bargaining? Doing nothing will bring about change and to keep what we have today will cost an estimated $4.5T.

#3. Regulatory environment & enforcement

There are a few interesting dynamics likely to come into play when considering the regulatory environment.

Republicans Favor Deregulation

It is widely known that Republicans tend to favor deregulation. Regulation can be viewed as an overstep of the freedoms afforded to citizens and businesses. Trump has been outspoken in need to rollback regulations that affect energy production and those that inhibit financial commerce (such as crypto currency). Technology sector is also optimistic of deregulation as evidenced by strong support from tech power players like Elon Musk, Jeff Bezos and Mark Zuckerburg.

Existing Regulatory Interpretations at Risk for Challenge

We often forget there is a distinct difference between laws and regulations. Laws are the legal principles of governance that are created by elected officials. Regulations are the rules and guidelines set by agencies to oversee specific activities. For the last forty years, the Chevron deference required courts to defer to agency interpretations regarding compliance. In 2024, the Supreme Court overruled Chevron deference and the default power that was granted to administrative agencies in the interpretation of ambiguous laws.

In the scope of CDH, this action opens the door for future challenges to the existing regulatory standards and assumptions that have largely governed consumer-driven benefits and other tax-advantaged accounts. The long-held standards regarding debit card rules, substantiation practices, and expense eligibility were all set through regulatory interpretation, and some were never even finalized.

Newer entrants to the consumer-driven health account industry are already challenging the status quo with aggressive use of the Letter of Medical Necessity (LMN) to expand what is eligible under these programs. Just this week, Orange Theory announced it would accept FSA/HSA payments for memberships when a LMN is obtained. Further, they have partnered with Dr. B to obtain an LMN if you cannot get one from your provider. This is just one example in a series over the last year.

Given current sentiment towards regulations, combined with challenges to legal precedence and competitive forces, there is likely to be a shake-up to the current standards of administering consumer-driven benefits.

What does it all mean? Be ready for change.

While the specific picture of health care and tax priorities are still in early formation, all signs indicate we are in for some change. You can deny it, fight it, prepare for it or find a way to take advantage of it. What do you think? Be sure to share your comments.

DISCLAIMER: This article is an opinion, is for informational purposes only, and does not constitute legal, tax or regulatory advice. Consult with a qualified professional before making any decisions.

This article was originally written for Angel Wisdom Newsletter. Subscribe of LinkedIn.

7 Steps to Saving for Healthcare and Retirement

Thu, 05 Dec 2024 19:24:58 GMT

Simple Guide to Maximize Healthcare and Retirement Accounts

Most of us have to prioritize where we allocate our money, but we often look at each decision independently. Follow these seven steps to maximize your limited dollar allocation. The steps are designed to be iterative. If you complete one step and still have money to allocate, move on to the next step. Don't worry if you are unable to complete all seven steps.

This is intended to be an illustrative guide for possible allocation of funds. It is not tax or investment advice. Please consult your tax or investment advisor for personalized recommendations.

1. Start with the Match.

If your employer is offering a Health Savings Account (HSA) and/or workplace retirement account (such as a 401k) match, make sure you are contributing enough to receive the full employer match. This is 'free' money. An HSA match is typically a set dollar amount. For example, your employer will match a contribution up to $500. Workplace retirement plans can be a little more complicate but will be based on a percent of income. Let's say your employer matches at 100% for the first 2% and 50% for the next 4%. In order to receive the full contribution, you would set your election to 6%.

2. Fully fund your HSA.

HSAs are the only health or retirement account to provide triple tax benefits. The money is deposited tax-free, grows tax-free and remains tax-free when used on qualified medical expenses. If you need to use HSA funds after age 65 for non-medical expenses, they are taxed at ordinary tax rates and offer the same advantages as any other retirement account. This is why you should prioritize HSA contributions over other account options.

3. Consider a Limited FSA.

If you have known DENTAL and VISION expenses , a Limited FSA (1) allows you to pay for these expenses while contributing to HSA, (2) enables your HSA balance to grow, and (3) gives you access to full election amount on day one of the plan year.

4. Consider other tax-advantaged benefits

When possible, save 20-40% when you use tax-advantaged accounts to pay for every day eligible expenses like day care, transportation expenses, and education. The specific options available will vary by employer. Be sure to understand what options are available and any rules for accessing these benefits.

5. Contribute to 401k Max

Workplace retirement accounts are a great way to set aside funds on a tax-advantaged basis for use during retirement. Annual limits apply.

PRO TIP: Make sure you set the percent of income appropriately to receive the employer match all year long. In 2024, you can elect a maximum of $23,000. For illustrative purposes, assume income of $100,000. If you set your contribution at 30%, you will have contributed $23,000 ten months into the year causing you to miss out on the employer match for approximately two months. If you receive bonus payments or commissions, you may need to take a closer look at how these affect your contribution rate throughout the year.

6. Contribute to IRA

An IRA or Individual Retirement Account provides tax-advantages either when contributed or when withdrawn depending on the type of IRA. Since there can be age-based minimum distribution requirements for an IRA, you may want to maximize other account options before an IRA.

7. Other Accounts

When you want more flexibility and control over your money, invest your money in other accounts. While you will be taxed on earnings, you can access funds at any time for any reason. This is a great option for supplementing health care, retirement expenses, and unexpected expenses.

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6 Steps to B2B Marketing Strategy

Tue, 19 Nov 2024 20:21:20 GMT

Build a Comprehensive B2B Marketing Strategy

B2B (or Business-to-Business) Marketing Strategy requires thoughtful, intentional action at each stage. Through these 6 Steps to B2B Marketing Strategy, organizations can go beyond a strategic planning exercise into results-driven execution.

Step 1: Intelligence

B2B Marketing requires a deeper understanding of who you are targeting, what is important to them, and an understanding of objections and barriers to decision.

Step 2: Strategy

What is your unique value? How will you build trust in your company and offering? How will you reach decision-makers and influencers?

Step 3: Planning

What are the tactical and operational steps needed to be successful? How will you measure and adapt your strategy?

Step 4: Content

What is you message? How will you deliver, evidence, and reinforce your message? What specific actions or reactions are you looking to achieve?

Step 5: Design

How will you bring the strategy, business and content to life? B2B Marketing often requires multi-channel communications (which includes personal interaction). How do you maintain consistency?

Step 6: Execution

B2B marketing often has longer sales cycles than B2C. How can you effectively disseminate and reinforce your message across channels and time? Is your business delivering on its brand promise?

Mastering a B2B marketing strategy involves a detailed and thoughtful approach across six critical steps: Intelligence, Strategy, Planning, Content, Design, and Execution. Each step builds upon the last, ensuring a comprehensive understanding of your target audience, developing a unique value proposition, and creating actionable plans that can adapt over time. By focusing on delivering clear, consistent, and engaging content across multiple channels and sustaining your message through longer sales cycles, you can effectively resonate with decision-makers and build lasting trust in your brand. Remember, successful B2B marketing is a continuous process of learning, adapting, and refining to meet the evolving needs of your market.

If you need assistance with your B2B Marketing Strategy, let's connect .

Five Pitfalls to Avoid in Employee Communication and Five Strategies to Try Instead

becky.seefeldt@gmail.com (Becky Seefeldt) — Tue, 12 Nov 2024 21:33:42 GMT

Effective employee communication is crucial

Effective communications with employees can increase productivity, customer satisfaction and boost employee confidence. It is widely understood that effective communication is critical to business success. But, that doesn't make is any easier. Many companies are guilty of common communication pitfalls resulting in ineffective communication.

In this Forbes article, Angel Vision's own Becky Seefeldt discusses common pitfalls to avoid in employee communications and lays out five strategies to try instead. Be sure to check out the full article at Forbes titled: Five Pitfalls to Avoid in Employee Communication and Five to Try Instead .

If you are looking for assistance refining your communication strategy or crafting you next employee announcement, please reach out to Angel Vision .

How will you REACH employees this open enrollment?

becky.seefeldt@gmail.com (Becky Seefeldt) — Wed, 30 Oct 2024 16:43:09 GMT

Follow these 5 best practices to REACH employees

The official kick-off to open enrollment has arrived, but do you have a successful strategy ready? Open enrollment communication can feel like a grind. Just keep in mind these 5 things and you will be on your way to R.E.A.C.H. employees this year.

R ECORD

Whether you offer one open enrollment kick-off session or twenty detailed sessions, some employees may miss a live session. By recording your message, you ensure:

(1) All employees (and spouses where applicable) hear your benefits message first-hand.

(2) Consistent delivery of what and how it is communicated to employees.

(3) The ability to revisit messages when employees are ready to enroll and need a refresher.

E NGAGE

Benefits can be boring, but they don't have to be. Engage employees throughout open enrollment with polls, prizes, competitions and questions. Here are a few no or low-cost ideas to create engagement:

Create a quiz on the top things for employees to know using tools like G oogle, Microsoft, or SurveyMonkey .
Gamify open enrollment with tools like Kahoot , which adds e lements of speed and competition.
Embed 'easter eggs' for employees to find throughout the process. 'Easter eggs' are fun little icons or messages that are embedded throughout the process and add an element of surprise and fun.
Create inter-team competitions based on open enrollment milestones such as the most participation in an enrollment meeting, the highest use of a decision support tool or the first team to complete open enrollment.

A nswer Questions

Employees will have questions. Provide a convenient option for employees to ask questions and view answers. Creating a centralized resource for employees ensures questions are answered while reducing the burden on HR.

C atch Attention

We are used to sound bites and video clips. Use elements like visuals, video and sound will attract more attention than a long, wordy benefits guide.

H umor and Humanization

Using humor makes communications more relatable and engaging while humanization makes sure employees are at the center of the message. Not sure how to start? Here are a few tips:

Use relatable scenarios: Incorporate everyday situations employees can identify with.
Add personal touches: Share stories or messages from other employees to make it more relatable
Include light humor: Light-hearted jokes or puns can easily fit the workplace culture,
Visual elements: Cartoons and memes are an easy way to make communications more engaging.

By keeping these five key elements in mind—Record, Engage, Answer Questions, Catch Attention, and Incorporate Humor and Humanization—you can transform the open enrollment process from a daunting task into an engaging and effective communication strategy. Remember, the goal is to reach employees in meaningful ways, ensuring they fully understand their benefits and feel supported throughout the enrollment period. With a thoughtful and strategic approach, you can enhance employee satisfaction and make open enrollment a success for everyone involved.

Need help building your open enrollment communication strategy? Contact Angel Vision for expert assistance and support. Let us help you make this open enrollment season the best one yet!

Here's to a smooth and successful open enrollment season!

Making AI Work Smarter this Open Enrollment Season

Thu, 24 Oct 2024 14:32:03 GMT

Open enrollment is approaching, and you're tasked with preparing employee communications. Panic sets in. What do you do? You could recycle last year's communications or turn to your preferred AI chatbot. (Popular options include ChatGTP , Microsoft CoPilot , and Google Gemini .) Here's how to make AI work smarter this open enrollment season.

1. Draft communications using AI

The quality of your prompts matter. The more detail and guidance you provide, the more tailored your communication will be.

Good Prompt: "Write a sample communication to employees regarding the start of open enrollment."

This might generate a simple communication with categories like Key Dates , What You Need to Do and Resources . This is a great framework to start from.

Better Prompt: "I am an HR professional and I am writing an email to employees regarding the start of open enrollment. I would like it to include information on our new benefits offerings which includes the introduction of an HSA-qualified health plan and access to Calm app for wellness."

This provides more details who is writing, what you are writing and key message points to include. The result incorporates personalization and tone regarding how the benefits will help employees.

2. Summarize complex documents

Ever read your plan documents or the 102-page benefits guide? Most employees haven't either. Yet, these documents contain valuable information employees need to know. AI can help summarize complex documents into digestible bullet points.

BONUS TIP FOR BENEFITS PROFESSIONALS: Chatbots can also summarize legislative text, policy documents, training manuals, and more -- saving you valuable time.

3. Source additional resources

According to online video consumption statistics, 91.8% of internet users watch digital videos weekly. While video use during open enrollment has increased in popularity, many employers lack resources to create custom content. This is where AI can help by identifying existing resources and content.

4. Refine your message

AI chatbots can review your communications before you send them to employees. Simply copy your edited communication into the chatbot with a prompt like, "Please edit this communication to ensure it is clear and concise for employees." You'll receive an improved version to review.

5. Lean on a communication advocate

While AI chatbots are a tool, you don't have to go it alone. Angel Vision, a marketing and consulting services company, brings over 20 years' experience promoting and educating benefits to employees. If you are in need help with your employee communication strategy for open enrollment, please contact us .

Unlocking the Power of Employee Benefits

Thu, 17 Oct 2024 15:49:05 GMT

When evaluating benefits, financial analysis is crucial, but understanding employees’ diverse needs is key. This is particularly true when offering out-of-pocket health expense tools like FSAs and HSAs.

Employers can determine what matters most to employees by understanding generational make-up, utilization behaviors and employee preferences. Employers are likely to see a mix of: (1) employees that rely on funds to receive the care they need, (2) employees that spend regularly, (3) employees that are spending and saving for future expenses, and (4) employees committed to long-term investing.

Learn more about Unlocking the Power of Benefits in Forbes Business Council Post .

A Year-Round Data-Driven Benefits Communication Strategy Is Imperative For Retention And Recruitment

Thu, 10 Oct 2024 19:03:44 GMT

Employers can adopt an effective benefits communication strategy by looking beyond open enrollment and viewing benefits communication as an ongoing process. Strategic, goal-oriented communication can enhance retention, prioritize employee well-being, and elevate job satisfaction. Begin with preparation and goal setting, understanding employee behaviors, planning for changes, and covering basic information.

Learn more on how A Year-Round Data Driven Benefits Communication Strategy is Imperative for Retention and Recruitment through full post on Forbes Business Council.