5 ways to better support employers during open enrollment

Open enrollment is more than a yearly event; it's an opportunity for brokers and consultants to prove their strategic value.

Aug. 7, 2026

Video

Many employees with employer-sponsored insurance don't spend much time choosing their health plan — even when the stakes are high:¹

27% of members took no action and were automatically re-enrolled in their health plan from last year
24% of members took less than 30 minutes
20% of members took less than 1 hour
19% of members took between 1–5+ hours

That means 4 out of every 5 employees took less than an hour to choose their health plan,¹ even while average family premiums for employer coverage were $26,993 in 2025.² Meanwhile, 53% of Americans eligible for workplace benefits regret their benefits selections, because they either failed to adjust benefits to match lifestyle changes, forgot to make changes before the deadline or didn't fully understand their options.³

This is where your guidance as a broker or consultant can make a meaningful difference. More than half of employees rely on materials or information sessions provided by their employers to help them make decisions during open enrollment³ — making employer-led communications one of the most influential touchpoints in the entire benefits experience. When you help clients show up prepared, the impact is felt by employees, HR teams and the organization's bottom line.

Here are 5 recommendations to bring to your employer clients this open enrollment season.

1. Encourage clients to start education before open enrollment begins

One of the most impactful things you can do for your clients is push them to start thinking about open enrollment earlier. About 3 in 4 employees begin preparing for their benefits selection only 1 week prior to open enrollment.⁴ Helping your clients get communications out before that window opens gives employees time to review options, ask questions and consult with their families — resulting in more informed decisions and fewer last-minute errors that create headaches for HR.

Early communication also reduces the surge of inbound questions that can slow down HR teams during an already demanding period, which is a tangible operational benefit you can use to make the case for proactive planning.

For clients with 500+ employees looking to modernize their pre-enrollment experience, UnitedHealthcare's Benefit Explorer is worth highlighting. It's a pre-enrollment website experience with an intuitive, retail-inspired design that delivers client-specific, personalized, pre-loaded content — including education on all benefits offered, plan or cost changes, and new additions — giving employees what they need, when they need it.

2. Help clients simplify the enrollment experience with engaging resources

One of the most common reasons employees make poor benefits decisions is that the information feels overwhelming. As a broker or consultant, you can add significant value by helping your clients select and configure the right resources to make enrollment feel accessible rather than daunting.

UnitedHealthcare offers open enrollment resources built around how employees may actually think, feel and act during the process. These include presentations, videos, enrollment emails and reminders, cost comparison grids and pre-member websites — all configurable by account management teams to help fit an organization's specific needs, at no additional cost, whether the employer is offering medical, behavioral, pharmacy or specialty benefits.

For smaller clients who need a turnkey solution, the UnitedHealthcare® Getting Started Toolkit provides phased communications designed to engage employees before the plan begins, at launch and through the first few months. Employers with fewer than 5,000 employees may also have access to the UnitedHealthcare Employee Engagement Planner®, and HR leaders can embed any of these materials directly into their own platforms.

When you help clients put the right tools in employees' hands, the downstream benefits are real: fewer calls to HR, faster decisions and a process that builds trust rather than frustration.

3. Recommend personalized education and communication strategies

A one-size-fits-all approach to open enrollment communication often means it resonates with no one in particular. Advise your clients to think about the generational demographics and communication preferences of their unique workforces. Some employees respond to email; others prefer video, in-person sessions or 1-on-1 conversations. Tailoring the format — not just the message — can significantly improve engagement and comprehension.

Employers who have access to claims data can also use those insights to make more targeted benefits decisions and sharpen their communications accordingly. Helping clients understand how to use that data is another area where your expertise as a broker or consultant delivers clear value.

For clients of all sizes, UnitedHealthcare offers personalized support. Small and midsize employer clients can work with Field Account Managers (FAMs) for hands-on guidance, while larger clients benefit from dedicated account and client management teams. Connecting your clients to these resources early in the process strengthens the overall enrollment experience.

4. Position digital tools and member support as an HR relief valve

HR teams at your client organizations often face an open enrollment bottleneck — a surge of employee questions and support calls on top of their everyday responsibilities. When you help clients point employees toward intuitive digital tools from the start, you're directly reducing that administrative burden and demonstrating the practical value of their benefits partnership.

The UnitedHealthcare® app and myuhc.com® give employees one centralized place to access health plan ID cards, cost estimates, claims tracking and provider searches. Beyond self-service, employees can access 2 additional layers of support:

Avery, UnitedHealthcare's AI companion, is available 24/7 to help members understand their coverage, check claim status, get cost estimates, search for network providers, schedule appointments and more. Avery adapts to each member's specific plan and demographics.
Advocacy support for complex needs that go beyond self-service. Through the WholePath Advocacy model, compassionate, trained experts are ready to step in and step up — looking across a member's full benefits to help them navigate complex health situations and address their whole-person health needs.

Framing these capabilities for your employer clients — and making sure HR teams know how to communicate them to employees — is a simple, high-impact step that pays dividends throughout the plan year.

5. Make the case for year-round benefits education

Many brokers and consultants focus their engagement with employer clients around renewal and open enrollment season. But your most valuable relationships are built year-round — and so is benefits literacy.

Nearly 3 in 4 employees want more benefits education.⁵ Missed checkups, ER visits and unused wellness benefits all drive higher costs for employers and can contribute to poorer health outcomes. Helping your clients adopt a year-round communication strategy positions you as a proactive advisor, not just a transactional one.

While UnitedHealthcare sends its own member communications based on population needs and trends, you can encourage employer clients to supplement with:

Monthly or quarterly reminders about preventive care, behavioral health services and wellness programs
Spotlights on cost-saving alternatives, like alternatives to the ER, which may save thousands per visit
Timely tips for health savings accounts (HSAs) and flexible spending accounts (FSAs), such as reminders for school physicals or year-end balances

Learn more about open enrollment resources

Video transcript

Screen visuals:

The UnitedHealthcare logo stretches into a ribbon that swipes across the screen and flies away, revealing the words “Open Enrollment.”

Narrator:

You know what rocks about open enrollment tools for your employees? They’re ready for use 365 days a year…

Screen visuals:

From the “Open Enrollment” title, the letters “O” and “E” isolate and come together to form the “OE” acronym. Fliers, websites, event signage and videos flow in to create a collage of open enrollment materials that surround the “OE” acronym. The collage scrolls, and the words “365 days a year” appear. The collage scrolls again, and the words “366 (if you count leaps)” appear.

Narrator:

…and served up digitally for an easier, more convenient experience.

Screen text:

95%*

of eligible employees prefer a digital-first OE experience

*UnitedHealthcare OE Consumer OE Experience and Preferences, August 2025.

Screen visuals:

A hand holds a smartphone. On its screen, a video begins to play.

Narrator:

Ready to dig in? Let’s roll.

Screen text:

Ready to dig in? Let’s roll.

Narrator:

First is a series of quick-tip, bite-size videos — based on a range of popular topics, like how a health plan works, the importance of preventive care and more.

Screen text:

Educational Videos

Screen visuals:

A series of video title screens scroll from right to left. They’re titled “How a health plan works,” “Preventive care,” “Tips for choosing a plan” and “Value of UnitedHealthcare.”

Narrator:

You can personalize the videos by adding a company name, website and phone number…

Screen text:

Personalize with:

Company name
Website
Phone number

Screen visuals:

On a desktop computer screen, a video begins to play. The video begins with a customizable welcome message that says, “Hello Customer Name. Let’s dive in.”

Bullet

Bullet

Bullet

Narrator:

...then share them out with employees in emails, on intranet sites and more.

Screen visuals:

On a desktop computer screen, a video titled “How to choose a health plan” begins to play.

Narrator:

All the videos are designed to make the health care universe easier for employees to understand—so they’ll feel better about their health care experience.

Screen visuals:

On a desktop computer screen, a video titled “Digital tools included with your health plan” begins to play. The desktop computer screen clears, and a video titled “Preventive care” begins to play.

Narrator:

And have you heard about the new Benefit Explorer pre-enrollment websites? If you have over 500 eligible employees, you get a tailored experience that gives employees 24/7, year- round access to explore their benefit options digitally. For example, you can include a plan comparison feature for up to 3 plans and the wellness and care management programs you want.

Screen visuals:

A web address bar appears and "exploreuhcplans.com/yourcompany" is typed into it. The web page appears then shrinks to fit into the screen. It scrolls up revealing the website's home page. The arrow clicks on "Back to top" then on an arrow pointing to the right showing how to compare up to 3 plans as it scrolls from left to right. Next, the mouse moves and clicks on "Included extras" revealing a page with the headline "Health and well-being benefits are part of the plan" before scrolling down.

Narrator:

Now let’s talk event support. Whether they’re in person, online or off-hours, these event support tools are built to help employees understand their benefits.

Screen text:

Event Support

Helping employees learn about their benefits

Narrator:

Presentations provide overviews on things like how a health plan works, what additional benefits and wellness programs may be available, ways to use digital plan management tools and more —

Screen text:

Topics include:

Health plan overviews
Additional benefits
Digital tools

Screen visuals:

A laptop opens, revealing a scrolling library of presentations.

Bullet

Bullet

Bullet

Narrator:

and they work great for your in-person meetings, webinars and other events. For added convenience, presentations can be recorded for employees—so they can watch anytime.

Screen visuals:

A library of presentations continues to scroll on a laptop screen. A video icon appears next to one presentation. In a new setting, the laptop sits between a desk lamp and a mug of tea. As the view zooms out, the lamp arm angles upward, and a presentation fills the laptop screen.

Narrator:

Employees attending events can find stand-out hand-outs and reminder cards with QR codes connecting them right to their Benefit Explorer pre-enrollment website or pre-recorded presentations.

Screen visuals:

A person wearing an event lanyard stands next to a table that displays fliers. Next, a hand holds out a card with a QR code. A second hand reaches out to take the card.

Narrator:

Helping employees to choose the plan that fits them best is next on the check-this-out list.

Screen text:

Comparing Plan Details

Narrator:

Consumers say that being able to easily compare options is really important to them…

Screen text:

When choosing a health plan, consumers want to compare costs and coverage.*

*UnitedHealthcare OE Consumer Experiences and Preferences, August 2025.

Screen visuals:

A laptop opens, and a woman is on its screen. As her arm reaches out, a variety of document icons fan out above the laptop.

Narrator:

so there are tools that give employees at-a-glance key benefit information in a clear, concise way—like grids that help them compare plan option costs to help them understand what to consider when choosing a plan.

Screen visuals:

A variety of document icons spread out. A hand appears and taps on one of the documents, which flips over to reveal a cost grid flier. The flier isolates and gets bigger, and new columns appear on the flier.

Narrator:

There’s an email series to help employees stay connected to all things open enrollment. The emails announce the open enrollment period and deliver important info and links right into employees’ inboxes.

Screen visuals:

A hand holds a smartphone. On its screen, an email notification alert appears. A finger taps on the notification to open the email. The email opens, zooms in and begins to scroll. A tab slides out of the phone. On the tab, there’s a megaphone. The tab retreats as the email continues to scroll. The tab slides out again. There’s a medical file folder on the tab.

Narrator:

Additional benefits, like wellness programs, get their spotlight too, in the form of fliers, power point presentations, and even a video, where employees can see additional benefits in action.

Screen visuals:

The words “Spotlight on Additional Benefits” are on the screen. A spotlight appears and sweeps its light across the screen, revealing a collage of materials, including fliers, a presentation, video and more. The materials begin to scroll, and the video gets larger. As the video title, “Wellness programs and health services,” appears, a lotus flower, apple, bandage, digital thermometer, smartwatch, blueberry, drug capsule and medical cross nestle into a neat pile.

Narrator:

With all these open enrollment resources and tools at the ready—every day is a great day…...to educate......and engage your employees in their benefits.

Screen visuals:

Fliers, websites, event signage and videos flow in to create a collage of open enrollment materials. The collage scrolls, and the words “a great day to educate and engage” appear.

Narrator:

Now you’re ready to rock enrollment. And that’s music to everybody’s ears.

Screen visuals:

The abbreviation “OE” appears on screen and transitions to “Oh yeah!”

Screen text:

Want to learn more?

Scan to watch a video on Tips for Choosing a Plan

Scan to visit the demo Benefit Explorer website (National Accounts and Public Sector)

Scan to visit the demo Benefit Explorer website (Key Accounts)

Screen visuals:

Providing a quick way to access more information, a scannable QR code for a video is shown on the left. In the middle is a scannable QR code for the demo Benefit Explorer website for National Accounts and Public Sector and on the right is another scannable QR code for the demo Benefit Explorer website for Key Accounts.

QR code

QR code

QR code

Screen text:

Questions?

Contact your UnitedHealthcare representative

Screen visuals:

The Ribbon swipes across the screen and turns into the UnitedHealthcare logo.

Screen text:

Insurance coverage provided by or through UnitedHealthcare Insurance Company or its affiliates. Administrative services provided by United HealthCare Services, Inc. or their affiliates. Administrative services provided by United HealthCare Services, Inc. or their affiliates, and UnitedHealthcare Service LLC in NY. Stop-loss insurance is underwritten by UnitedHealthcare Insurance Company or their affiliates, including UnitedHealthcare Life Insurance Company in NJ, and UnitedHealthcare Insurance Company of New York in NY. © 2026 United HealthCare Services, Inc. All Rights Reserved. 26-6206042 EI232327667.2 7/26

Screen visuals:

The UnitedHealthcare wordmark is shown on the screen.

Turning open enrollment into ROI — and retention — for your clients

The selections an employee makes during open enrollment can affect costs and outcomes for years. When employees don't understand their options, they may choose inadequate coverage, spend more than they budgeted for out-of-pocket and become dissatisfied with their employer's benefits offering. For the employer, that translates to higher year-over-year risk, elevated rates and potential threats to productivity and retention.

For you as a broker or consultant, that's the business case for everything outlined above. Clients who feel well-supported through open enrollment are more likely to stay, renew and expand their relationship with you. Helping them maximize the resources available through their carrier is one of the clearest ways to demonstrate your value.

Encourage your employer clients to work closely with their UnitedHealthcare account teams — and with you — to ensure they're prepared not just for open enrollment, but for the full plan year.

Learn how UnitedHealthcare is delivering a better member experience

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Footnotes

Most Spend Under an Hour Choosing a Plan, as Satisfaction With Affordable Options Declines EBRI, June 4, 2026. Available: https://www.ebri.org/docs/default-source/fast-facts-(public)/ff-556-cehcs4-4jun26.pdf?sfvrsn=db01022f_1.
Annual Family Premiums for Employer Coverage Rise 6% in 2025, Nearing $27,000, with Workers Paying $6,850 Toward Premiums Out of Their Paychecks. KFF, Oct. 22, 2025. Available: https://www.kff.org/health-costs/annual-family-premiums-for-employer-coverage-rise-6-in-2025-nearing-27000-with-workers-paying-6850-toward-premiums-out-of-their-paychecks/.
Equitable Survey Finds Majority of Working Americans Regret Benefits Selections During Open Enrollment. Equitable, Oct. 15, 2024. Available: https://www.businesswire.com/news/home/20241015329395/en/Equitable-Survey-Finds-Majority-of-Working-Americans-Regret-Benefits-Selections-During-Open-Enrollment. Accessed: July 14, 2024.
Americans Who Plan Ahead for Workplace Open Enrollment are Twice as Likely to Have a Positive Outlook on Retirement. Corebridge Financial Research, Oct. 1, 2024. Available: https://www.businesswire.com/news/home/20241001873834/en/Americans-Who-Plan-Ahead-for-Workplace-Open-Enrollment-are-Twice-as-Likely-to-Have-a-Positive-Outlook-on-Retirement. Accessed: July 14, 2026.
73% of Employees Want More Education on Company Benefits; Employers’ HR Administrative Burdens Are Getting in the Way. Payroll Integrations, Sept. 19, 2024. Available: https://www.businesswire.com/news/home/20240919989299/en/73-of-Employees-Want-More-Education-on-Company-Benefits-Employers-HR-Administrative-Burdens-Are-Getting-in-the-Way. Accessed: July 14, 2026.

Disclaimers

The UnitedHealthcare® app is available for download for iPhone® or Android®. iPhone is a registered trademark of Apple, Inc. Android is a registered trademark of Google LLC.

Avery is an AI companion that uses generative artificial intelligence to provide general information and educational assistance. Avery’s responses may be incomplete or inaccurate and should not be relied upon as error-free. Avery is provided for informational purposes only and does not constitute medical advice, professional advice, a benefit determination, a guarantee of coverage, a referral, or an authorization for health care services. Avery is not a substitute for the advice or judgment of your health care provider or other qualified professionals. Coverage and benefits are subject to the terms, conditions, limitations, and exclusions of your applicable health plan.

Advocate services should not be used for emergency or urgent care needs. In an emergency, call 911 or go to the nearest emergency room. The information provided through Advocate services is for informational purposes only and provided as part of your health plan. Wellness nurses, coaches and other representatives cannot diagnose problems or recommend treatment and are not a substitute for your doctor’s care. Your health information is kept confidential in accordance with the law. Advocate services are not an insurance program and may be discontinued at any time.

Certain preventive care items and services, including immunizations, are provided as specified by applicable law, including the Patient Protection and Affordable Care Act (ACA), with no cost-sharing to you. These services may be based on your age and other health factors. Other routine services may be covered under your plan, and some plans may require copayments, coinsurance or deductibles for these benefits. Always review your benefit plan documents to determine your specific coverage details.

The UnitedHealthcare plan with Health Savings Account (HSA) is a qualifying high deductible health plan (HDHP) that is designed to comply with IRS requirements so eligible enrollees may open a Health Savings Account (HSA) with a bank of their choice or through Optum Bank, Member FDIC. The HSA refers only and specifically to the Health Savings Account that is provided in conjunction with a particular bank, such as Optum Bank, and not to the associated HDHP.

Flexible spending accounts (FSAs) are administered by UnitedHealthcare and are subject to eligibility and restrictions. A flexible spending account is not insurance. It may also be referred to as a flexible spending arrangement. This communication is not intended as legal or tax advice. Please contact a competent legal or tax professional for personal advice on eligibility, tax treatment, and restrictions. Federal and state laws and regulations are subject to change.

Employee benefits including group health plan benefits may be taxable benefits unless they fit into specific exception categories. Please consult with your tax specialist to determine taxability of these offerings.

Insurance coverage provided by or through UnitedHealthcare Insurance Company or its affiliates. Administrative services provided by United HealthCare Services, Inc. or their affiliates.