Summary

Why do employees express interest in voluntary benefits but fail to enroll? Research from the Employee Benefit Research Institute (EBRI) suggests that the gap between employee interest and enrollment may be driven less by a lack of demand and more by challenges related to benefit awareness, understanding, affordability, and communication.

As employers expand their benefits portfolios beyond traditional health and retirement offerings, maximizing employee participation becomes increasingly important. Employers frequently view employee cost as a key consideration when selecting voluntary benefit providers, while brokers often point to employee interest, administrative complexity, and budget constraints as barriers to broader adoption of supplemental health benefits.

The research highlights a critical opportunity for benefits education. Employees who received plain-language explanations of voluntary benefits, including dental, vision, and supplemental health coverage, demonstrated greater interest in these offerings than actual enrollment levels would suggest. These findings indicate that clear, accessible communication can help employees better understand available benefits and may increase participation in voluntary benefit programs.

For employers, benefits consultants, and HR leaders, the results underscore the importance of effective benefits communication strategies. Improving how benefits are explained may help close the gap between employee interest and enrollment, allowing workers to gain greater value from available benefits while supporting attraction, retention, and well-being in the work force.