Lincoln Financial and EBRI Research Highlights the Critical Importance of Benefits Education and Communication

Employee demand drives benefit decisions for 60% of surveyed brokers, highlighting its role in coverage discussions.

See more from StockTitan in Google Search and AI answers. Adds StockTitan as a preferred source · opens Google

Add on Google Not now

Three-part study examines opportunities to help employees recognize the value of voluntary coverage

RADNOR, Pa.--(BUSINESS WIRE)-- As organizations prepare for annual enrollment, new research from Lincoln Financial (NYSE: LNC) and the Employee Benefit Research Institute (EBRI) reinforces the critical role education and communication play in helping employees understand their voluntary benefit options.

Benefits in Focus: Supplemental Health, Dental and Vision Perspectives examines the intersection of employer, broker and employee views on the value of voluntary benefits. The three-part national study of 408 employers, 170 brokers and 1,130 benefits-eligible employees focuses on dental, vision, accident, critical illness and hospital indemnity insurance.

“A strong education and communication strategy can help employees understand how their options may support their financial goals. Making benefits clear and relevant can give employees greater confidence as they choose coverage for themselves and their family members,” said Jimmy Reid, Executive Vice President, President of Workplace Solutions at Lincoln Financial.

By bringing together all three audience perspectives, the research reveals where perceptions align and identifies opportunities to strengthen education and engagement around employee benefits. Notable findings include:

Employers see benefits as a strategic investment

Employers see voluntary benefits as a way to strengthen workforce satisfaction and performance, yet many have not fully expanded their supplemental health offerings. 74% of employers who offer voluntary benefits cite positive effects on recruitment, retention and performance.¹ However, fewer than half of surveyed employers offer any single supplemental health product, and only 11% offer accident, critical illness and hospital indemnity insurance together.¹

The benefit to employers who offer all three supplemental health benefits are clear: 86% of employers that offer accident, critical illness and hospital indemnity insurance see a positive impact on retention as a result of their benefits strategy, compared to just 72% who don’t offer any supplemental health benefits. Similarly, 46% of employers who offer all three supplemental health benefits see a positive impact on absenteeism from their benefits strategy, compared to just 29% who don’t offer any.¹ The findings suggest there is an opportunity for employers to consider voluntary benefits as part of a broader workforce strategy while helping employees offset medical expenses that primary health insurance may not fully cover.

Brokers can take a more proactive role

Brokers play an important role helping employers evaluate voluntary benefits and connect coverage options to workforce needs. The research suggests those conversations are driven by employee interest, with 60% of brokers saying demand drives benefit decisions.¹ That creates an opportunity for brokers, employers and carriers to work together earlier in the process to identify gaps, simplify choices and make voluntary benefits more accessible and easier to understand. By pairing broker insight with clear education and enrollment support, employers can better connect employees to coverage options that may address their financial and health needs.

Employees value benefits when they understand them

Employers and brokers have a limited window to make benefit information relevant, accessible and easy to understand, with 86% of employees spending four hours or less reviewing enrollment materials.¹ This highlights the clear opportunity for employers and brokers to strengthen benefits education. The study also offers proof that when employees learn more about the benefits, they find them relevant and valuable. After reading brief, plain-language descriptions, more than three-quarters of employees expressed interest in dental, vision and critical illness insurance.¹

Helping employees make informed benefit decisions

The research reinforces the importance of providing employers with clear, relevant benefit education before, during and after annual enrollment. Simple explanations can help employees better understand their options, while year-round communication can reinforce how voluntary benefits support financial well-being especially when unexpected needs arise.

To support these efforts, Lincoln Financial provides a broad suite of workplace benefits, and equips employers with human-centered educational materials designed to make benefits easier to understand. The company’s Get Informed education hub features a consumer education content suite, including videos that blend humor with simple messaging to explain benefits in an approachable way.

Visit LincolnFinancial.com/BeyondBenefits to review the Benefits in Focus: Supplemental Health, Dental, and Vision Perspectives whitepaper, interact with the data and explore actionable steps employers and brokers can take to support successful voluntary benefit programs.

About Lincoln

Lincoln Financial helps people confidently plan for their vision of a successful financial future. As of December 31, 2025, approximately 17 million customers trust our guidance and solutions across four core businesses – annuities, life insurance, group protection, and retirement plan services. As of June 30, 2026, the Company had $366 billion in end-of-period account balances, net of reinsurance. Headquartered in Radnor, PA, Lincoln Financial is the marketing name for Lincoln National Corporation (NYSE: LNC) and its affiliates.

Disclaimer

Lincoln Financial (“Lincoln”) is the marketing name for Lincoln National Corporation and its affiliates, including Lincoln Retirement Services Company, LLC, The Lincoln National Life Insurance Company, Fort Wayne, IN, and, in New York, Lincoln Life & Annuity Company of New York, Syracuse, NY. The Lincoln National Life Insurance Company does not solicit business in the state of New York, nor is it authorized to do so. Affiliates are separately responsible for their own financial and contractual obligations. Third-party links are not affiliated with Lincoln Financial. Lincoln is not responsible for or guarantee its content.

1. Lincoln Financial & EBRI survey, Expanding the Benefits Horizon, 2026

LCN-9142574-092326

View source version on businesswire.com: https://www.businesswire.com/news/home/20261001632223/en/

Karyn Baldwin
Media Relations
Media@LFG.com

Source: Lincoln Financial

Key Terms

hospital indemnity insurance medical

Hospital indemnity insurance is a supplemental policy that pays a set cash amount when a policyholder is admitted to a hospital, regardless of actual medical bills. Think of it like a pocket cash benefit that helps cover everyday costs—transportation, lost wages, deductibles—while someone is hospitalized. Investors watch it because sales, claims patterns and pricing affect insurers’ revenue, profit margins and exposure to unexpected spikes in hospital stays.

critical illness insurance medical

An insurance policy that pays a fixed cash benefit when the insured is diagnosed with one of the specific serious medical conditions named in the policy (commonly heart attack, stroke, certain cancers and organ failure). The policy sets which illnesses are covered, the exact diagnostic criteria and any required survival period before payment, and may allow a single lump-sum or multiple payments for separate events; it is distinct from health insurance (which pays medical bills) and disability insurance (which replaces income).

reinsurance financial

Reinsurance is when insurance companies buy insurance for themselves to protect against very big losses. It’s like a car owner getting extra coverage from another company so that if there's a serious accident, the financial hit isn’t all on one company. This helps insurance companies stay stable and able to pay out when disasters happen.