INDUSTRY
Financial services
WORKFORCE
800 benefit-eligible employees
PLAN TYPES
2 PPOs, 1 HMO, added an accident insurance benefit in 2019
The Problem

USI partnered with Brookline Bancorp to gear up for open enrollment season. While they were planning a passive open enrollment this year, Brookline still wanted employees to carefully evaluate their benefits—and USI had a goal to drive enrollment in a new accident insurance offering from Sun Life. The challenge? According to Kate Copp from USI, “We had about 30 seconds at the end of benefits presentations to cover the accident plan.” In a typical benefits meeting, there wasn’t enough time to squeeze in voluntary benefits information, and it was difficult to sell the value of accident insurance without offering employees examples of how they might personally benefit.

The Plan

In the fall of 2019, Brookline Bancorp implemented ALEX to help employees understand the value of voluntary benefits, and drive smarter decision-making during open enrollment. They introduced ALEX during onsite benefits meetings, and included mentions of ALEX in printed materials. They also put ALEX front and center on the first screen of the actual open enrollment process, so that employees could review their personal selections one more time before choosing their benefits.

The Outcome

Not only did 67% of Brookline’s workforce talk to ALEX, but by increasing employee understanding around voluntary benefits, USI met their goal of 10% enrollment in the newly introduced accident plan during a passive open enrollment. Open enrollment went so well that Sun Life covered the cost of ALEX, and USI hopes to bring two more Sun Life lines to Brookline Bancorp’s offering this year.

It's not always easy to convey the importance of every single benefit. You're talking about medical, dental, vision, life insurance, disability insurance, accident insurance...in a long benefits meeting, it can all go in one ear and out the other. ALEX is so helpful in reinforcing those messages after the meeting.

Kate Copp Employee Benefits Operations Manager, USI

Even at our open enrollment presentations, we usually don't take personal questions, because we don't want to answer them in front of 100 people. So the fact that ALEX lets you go through each step and put in your own information is very useful, because we can't possibly do that in an open enrollment session unless someone comes up to us and asks.

Lisa Cassidy-Rodriguez Benefits Specialist, Brookline Bancorp

Implementing any kind of benefits admin system is usually a long and drawn out process, and takes a significant amount of work. So to know that we could have ALEX up and running in as little as a few days was a game changer. It was so easy to set up.

Kate Copp Employee Benefits Operations Manager, USI