Boosting Life Insurance Awareness During Enrollment Season: A Guide for Brokers and Benefit Administrators

As enrollment season approaches, brokers and benefit administrators play a pivotal role in guiding employees through their benefits choices. While health insurance often takes center stage, life insurance remains one of the most underutilized and misunderstood offerings. This season presents a prime opportunity to elevate awareness and drive meaningful engagement around life insurance options.

Why life insurance deserves more attention

Despite its importance, life insurance is frequently overlooked. Many employees either don’t understand its value or assume their employer-provided coverage is sufficient. According to industry surveys, a significant portion of the workforce is underinsured, leaving families vulnerable in the event of unexpected loss.

For brokers and benefit administrators, this gap represents both a challenge and an opportunity — to educate, empower, and ensure employees make informed decisions.

Strategies to boost awareness and enrollment

Here are key strategies to help brokers and benefit administrators spotlight life insurance during open enrollment:

Start with education

Simplify the message: Break down the basics — what life insurance is, why it matters, and how it works

• Use relatable scenarios: Illustrate how life insurance can protect loved ones, cover debts, and provide financial stability
• Offer webinars or Q&A sessions: Live or recorded sessions can demystify the topic and allow employees to ask questions in a low-pressure environment

Leverage digital communication

• Email campaigns: Send targeted messages that highlight life insurance benefits and enrollment deadlines
• Intranet banners and pop-ups: Use visual cues to draw attention to life insurance options
• Short videos and infographics: These are great tools for explaining complex topics in an engaging way

Personalize the experience

• Decision support tools: Provide calculators or interactive guides to help employees determine how much coverage they need
• Tailored messaging: Segment communications based on age, life stage, or family status to make the message more relevant

Collaborate with HR and leadership

• Get buy-in from leadership: When executives endorse life insurance as a priority, it sends a strong message
• Train HR teams: Ensure they’re equipped to answer questions and guide employees effectively

Highlight voluntary and supplemental options

• Many employees don’t realize they can purchase additional coverage beyond the employer-paid basic plan; make sure these options are clearly explained and easy to enroll in

Life insurance is more than a checkbox — it’s a cornerstone of financial wellness. By proactively promoting awareness during enrollment season, brokers and benefit administrators can help employees make choices that protect their families and futures.