Anticipation is the new era of benefits

For years, we’ve talked about personalization: Tailoring experiences in benefits platforms to make it easier for employees to enroll in and use their benefits, serving up more tools to take the administrative workload off of HR’s desk, and meet each person in the moment with support. 

But personalization has a ceiling of effectiveness and we’ve hit it.  

On Tuesday, we announced our shift to anticipatory benefits technology, where intelligence and service activate before anyone ever needs to ask.  

Anticipatory benefits is the natural evolution in our industry for our clients, partners, peers, and our Solvers.  

Why anticipation?

Simply put, personalization can only be reactive. It can only meet us in the moment, and this doesn’t help us stay head or prepared in an industry that is constantly changing. The truth is personalization isn’t enough anymore.  

Why? 

• Personalization can only react when issues arise 
• Real-life scenarios don’t come with a benefits guide 
• Today’s employee expects an intelligent and tailored experience that gets it 

Our CEO and President, Jon Shanahan, breaks down what anticipation looks like and why it’s the new standard for our industry. 

Read more about Jon’s perspective on the future of work and tech.  

This isn’t a chat-bot moment

Let’s be clear It’s a category shift.  

It’s easy to get wrapped up in the hype of new tech and products, but our mission remains the same: Delight our clients. Grow our business.  

Anticipation drives delight: 

• By providing support before the moment of need 
• By helping employees connect the dots between what they need and their benefits 
• By looking ahead at what’s coming so organizations can stay prepared 
• By avoiding costly issues, time-consuming processes, and unexpected surprises 
• By building trust with expert and empathetic delivery 

Delight guides the way. Always. 

Innovation isn’t always about bringing something brand new to market. It can also look like optimizing something that works…. but could be better.  

A few years ago, our service needed some work. So we took that feedback from our clients and partners and rebuilt our service model so that we can be proactive, stay accountable, and scale more effectively.  

Anticipation isn’t just a tech refresh for us—in fact, it started with our service model. Because anticipation can only be effective when delivery is consistent. 

Our refresh of operational excellence delivers real results and support by:  

• Always being prepared: Keeping a consistent pulse on our industry, clients, technology, and trends so that we can see what’s coming and take action before pressure hits. 
• Always being proactive: Engaging and communicating early instead of reacting late. 
• Always being accountable: Owning outcomes, staying transparent, and consistently aligning with our clients to help them achieve their goals. 

What’s next?  

Anticipatory benefits reflect our industry’s need for a more adaptive and empathetic vision for the future of work, wellbeing, HR, and benefits. Where technology, foresight, data, and intention are embedded in a single intelligence framework that amplifies human potential, performance, and preferences rather than replacing it. 

Personalization helped us set the stage, claims data showed us what could be possible, and employee feedback helped us reshape our product vision. 

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