The Future of Employee Benefits is Hyper-personalized - Global IQX

This is an opportunity for insurance carriers to differentiate with an always-on, contextual educational experience in addition to improved digital self-service options. While a single agent or broker can't offer personalized advice to thousands of individual insureds with varying needs and levels of knowledge, technology can. Digital assistants and chatbots can answer questions, guide plan members through enrollment, and recommend new products and services based on a plan member's health and demographic information. Like human assistants, the best digital assistants are proactive, not reactive. Ella, the name of Sun Life's AI-enabled "digital coach" first launched in 2018, encourages plan members to take action on important deadlines, cost-savings, and product offerings.