New Eastbridge research shows significant shift toward online benefits enrollment for mid-size companies

Strong majority of mid-size employers offer at least one voluntary benefit

AVON, Conn., April 3, 2025 /PRNewswire/ -- Employees at mid-size companies are most likely to enroll in their benefits on the internet or intranet using a computer, tablet or smartphone, according to the latest research from Eastbridge Consulting Group. Eastbridge's "Voluntary and the Mid-Size Case Market" Spotlight™ Report shows 36% to 41% of employees in firms with 100–999 employees most recently self-enrolled online, compared to 28% to 29% just two years ago. Self-enrolling on paper and submitting it to the human resources department trails as the second-most common method.

"Employees we surveyed also show a strong preference for online self-enrollment for their future benefits enrollments. In fact, this shift is even stronger, from 28% to 30% two years ago to 43% to 46% in this year's report," said Ginger Bates, Eastbridge director of research. "However, nearly as many employees still express a preference for individual, personal enrollment methods, including on a computer, on paper, on the phone or in a virtual meeting with a benefits counselor."

The "Voluntary and the Mid-Size Case Market" Spotlight™ Report consolidates research from multiple surveys to analyze the opportunities for selling voluntary benefits to employers in medium-sized companies, defined as those with 100–999 employees. The report covers topics including products sold in this market, employer preferences that affect carrier service, differences in employee attitudes about owning voluntary benefits, and opinions of brokers who focus on the mid-size market. Voluntary carriers can use this information to better position themselves to compete in this market segment.

Other key findings in the report include:

• Half or more mid-size employers are considering adding a new employer-funded benefit to their benefits program in the next 12 months or so, and four in 10 say they may add a new voluntary coverage.
  
  
• Employees in mid-size companies who don't already have a particular type of coverage express significant interest in buying it on a voluntary basis, including critical illness, cancer, identity theft, long-term care and hospital indemnity insurance.
  
  
• Mid-size firm employees increasingly prefer to pay for voluntary benefits through payroll deduction. The preference for credit card payment has dropped significantly for these employees.

Information about purchasing the "Voluntary and the Mid-Size Case Market" Spotlight™ Report is available on Eastbridge's website. For more information contact Eastbridge at [email protected].

About Eastbridge Consulting Group
Eastbridge Consulting Group, Inc. is a marketing advisory firm serving companies focused on the voluntary/worksite benefits market in the United States and Canada. Follow Eastbridge on LinkedIn at https://www.linkedin.com/company/eastbridge-consulting-group.

CONTACT: Ginger Bates
EMAIL: [email protected]

SOURCE Eastbridge Consulting Group