How To Make the Most of Your Annual Enrollment Insights 

Annual enrollment data stores a goldmine of insights. Turn those numbers into better benefits strategy.  

Your annual enrollment data isn’t just a file you send to carriers—it’s a treasure trove of insights about what your employees really want and need. Every choice they make tells a story: what matters most to them, where they might be confused, and what benefits truly resonate. 

When you dig into those numbers, you can uncover patterns, spot gaps, and make smarter decisions that improve your benefits strategy. And here’s the best part, this isn’t just about data. It’s about using those insights to create a benefits experience that feels personal, relevant, and supportive. 

Why your enrollment data is more than just numbers 

Your employees’ elections hold valuable insights, but these often go unnoticed if you aren’t capturing and analyzing them. Are employees choosing plans based solely on cost, or are they prioritizing convenience and lifestyle compatibility? These patterns can reveal what your workforce truly values. 

Every choice your employees make during enrollment tells a story. It’s up to you to make sense of what you read. Are they picking the cheapest plan because it fits their budget, or because they’re unsure about other options? Maybe convenience matters more than coverage. The patterns you find will reveal what’s most important to your workforce. 

If you don’t analyze this wealth of data, you’ll miss opportunities to meet the real needs of your employees. So, start here: 

• Identify Patterns: Which benefits are consistently popular? Which ones get ignored year after year? By identifying patterns amongst your population, you can begin to see a fuller picture of what your people want and need. 
• Find Cost & Knowledge Concerns: Are employees defaulting to low-cost plans because they don’t understand HSAs or HDHPs? Our Benefits Insight Report found that when decision support was available at the time of enrollment employees were 129% more likely to select an HDHP with a HSA compared to those who did not use decision support or did not have access to it. 
• Spot Communication Gaps: If a benefit you think is valuable goes underused, don’t just write it off as something your employees don’t want. It could be simply an awareness issue. A benefits literacy survey can help you uncover whether your people fully understand the value of the benefit. 

Look beyond the surface to discover emerging trends 

As they say, the only consistent thing is change. Enrollment data is no different. Preferences shift as demographics change, and trends can signal bigger needs. For example, rising interest in telemedicine or mental health support might tell you that it’s time to modernize your offerings. 

Below, you can see how benefit preferences differ between Gen Z and Baby Boomers. Baby Boomers were much more interested in Performance Benefits that directly increase employe satisfaction. While Gen Z focused more on Delighter Benefits that are unexpected, but that provide delight when present.  

To unlock the value of your enrollment data: 

• Segment Your Workforce: Break down data by age, salary, or location to discover the unique needs of your people. In doing so, you can discover distinct needs within specific groups. 
• Pair data with feedback: As we said earlier, take advantage of quick surveys to augment your enrollment data. You’d be amazed what you can find by asking the right questions. Combining these two will get you a lot closer to seeing the full picture.
• Adapt to Change: Lastly, take action on what you’ve found. For instance, If you see growing demand for family leave or financial wellness programs, start working to implement, or further highlight, those programs. 

Find the “why” behind employee choices 

The data will tell you what employees chose, but not why. Post-enrollment surveys can uncover motivations and barriers. That’s where feedback tools like member surveys come into play. We’ve mentioned how they’ll benefit your analysis, but what questions should you really be asking? 

It might not be as complex as you think. To start, keep things simple by asking questions like: 

• What was the hardest part of choosing your benefits? 
• Are there benefits you wish we offered? 
• Do you base decisions on cost, convenience, or family priorities? 

Want to dig in further? Consider deploying a Kano model survey to understand your people’s specific benefit preferences. A Kano model survey would measure which benefit programs are most important to an employee population. This will help you get feedback on specific benefits to help you understand what matters most. 

Here’s an example of what it might look like: 

Transform insights into actionable change 

Your data is only as valuable as how you use it. Once you’ve analyzed trends and gathered feedback, you can make educated changes to your benefits approach knowing that you put the work in. But what should you change? It might feel overwhelming.  

Here’s a starting place: 

• Personalize Communication: Segment messages by employee group (age, role, location) so your messaging feels relevant and worthwhile. This will go a long way in keeping your employees engaged year-round. 
• Fill Gaps: If younger employees want student loan assistance or parents need childcare support, explore those options. Understanding and attacking these gaps will show your employees you understand what they need. 
• Gather Continuous Feedback: Add a question to your next company survey: “What benefit would make the biggest difference for you?” That’s right, the feedback shouldn’t end with annual enrollment. As we said, your demographics will continue to change. And with that, so will their needs.  

Turn enrollment insights into a better employee benefits experience 

Your annual enrollment data is more than numbers—it’s a roadmap to better benefits. Combine it with member feedback and you’ll have a great view of your population that will help you meet their current needs and anticipate future ones. In doing so, you’ll foster a workforce that feels heard and valued.