How Technology is Transforming Open Enrollment in the U.S.

How Technology is Transforming Open Enrollment in the U.S.
February 25, 2025 7 mins

How Technology is Transforming Open Enrollment in the U.S.

How Technology is Transforming Open Enrollment in the U.S.

A well-structured open enrollment process is one that leverages innovative technology, encourages cost-effective use of healthcare resources and reduces unnecessary spending — benefiting both employees and employers.

Key Takeaways
  1. Providing a range of health plan choices during annual open enrollment creates a more competitive marketplace, reducing costs for employers and plan members.
  2. The integration of AI and machine learning in online benefit platforms enhances efficiency and personalization, leading to higher employee satisfaction.
  3. Even with added technology, maintaining a human element in the open enrollment process is crucial for customer support and to answer any benefits-related questions.

As U.S. employers navigate the rising costs of healthcare, which are expected to increase by 9.2 percent in 2025, they are making plan changes to manage these expenses. This balancing act involves adjusting employer contributions and providing employees with more valuable benefits. To achieve this, we see three big opportunities around the open enrollment process:

  1. Create an annual healthcare enrollment program that leverages the latest technology for a more seamless user experience.
  2. Offer choice in carriers and plans to increase competition, reduce costs and customize benefit plans to meet employee needs.
  3. Include tools to boost benefit engagement and help employees choose the right plan.

When delivering on these opportunities, it’s important to acknowledge that full implementation requires time and careful planning. Here are some tips to get started.

1. Leverage the latest technology for a better user experience.

Several significant technology trends are currently influencing the open enrollment process. The shift toward digital transformation and hyper-personalization is becoming increasingly prominent. The emphasis is now on creating a unified experience for employees, supported by advanced decision-support tools.

To remain at the forefront of AI developments, HR professionals should begin piloting and using new technologies. Mastering the art of prompting generative AI — where someone requests specific content from AI based on specific needs — is a crucial skill for ensuring response accuracy. As technology becomes increasingly prevalent, it is essential for HR professionals to stay ahead by implementing assessments aligned with their organization's mission, vision and values.

“AI and machine learning are poised to revolutionize the efficiency and personalization of open enrollment through tools like chatbots and virtual assistants, but the ability to get there will take time,” says Kalpesh Desai, product and strategy leader for Aon’s Health Solutions practice in North America.

Here are some ways technology can be used in the annual enrollment process:

  • Employee Education and Communication

    Focus on using various omni-channel and media technologies, such as mobile apps, chats, videos and virtual counselors, to effectively distribute educational resources. Providing clear and simple instructions can make the enrollment process less daunting, while empowering employees to make well-informed decisions. Simplifying the process through intuitive tools and support not only meets employee expectations but also enhances their overall experience.

  • Improved User Experience

    Digitizing processes can streamline operations — for example, offering a seamless interface with single sign-on capabilities. This reduces the administrative burden and enhances user experience. The use of mobile apps also provides ease of access for employees, and a unified user experience that supports benefit education, selection and how to best use the benefits beyond the open enrollment period. Continuous support — both through digital experiences and the employer — is critical to ensure employees remain consistently engaged with their benefits and empowered to make informed decisions throughout their employment journey.

  • Artificial Intelligence for Customer Support

    AI can transform customer support. These tools not only simplify the onboarding process for seasonal contract support staff; they also ensure a more consistent caller experience by providing accurate answers regardless of who takes the call. This brings to the forefront the importance of large language models that require structured data and constant governance by certified professionals. “Eventually AI can assist employees in navigating the complexities of benefit selection and usage, ultimately leading to full automation with AI-assisted chat solutions,” says Desai. “Companies that follow this path will be at the forefront of the AI evolution.”

2. Offer multiple insurance carriers and plan options to meet individual needs.

Employees want choices so they can tailor their coverage to fit specific needs for themselves and their families. Selecting from a range of health insurance carriers enables plan members to evaluate carriers based on consumer ratings and reviews. They can also consider trade-offs between in-network and out-of-network providers relative to the costs associated with each carrier. This information may lead employees to reconsider their choices if a lower-cost health insurance carrier has poor reviews or a trusted provider is out-of-network on a lower-cost plan. In fact, our research finds that introducing more carriers and plan options often helps reduce plan costs.

The introduction of additional carriers and plan types provides employees with the option to choose an insurance provider that aligns with their preferred doctor, as well as their specific health needs and prescriptions. Providing a broader range of insurance carriers also opens the door for receiving treatments closer to home.

Furthermore, offering voluntary benefits is the most common way employers add flexibility and choice. This can take several forms, from offering a new type of benefit to fill gaps to adding lifestyle or wellbeing accounts to enable more personal control over how benefits dollars are spent.

94%

of U.S. workers prefer having more choice in their healthcare carriers.

Source: Aon health research

3. Help employees make better benefit decisions with selection tools, education and extending communication beyond two weeks.

When employers provide multiple carriers and plan options, guidance and selection tools are all the more important to help them make the right decision. Technology-enabled selection tools ask employees a series of questions about their health and financial circumstances and then recommend plans based on their current situation. A well-informed employee can then personalize their coverage to fit their needs. This could mean selecting a Health Savings Account for early investment that can be used for future healthcare needs, opting for more comprehensive health coverage for growing families or selecting supplemental health plans to help offset out-of-pocket medical costs. Additionally, innovative benefit communications and enrollment support can assist employees in making confident benefit decisions that best align with their specific needs.

Quote icon

Employees want straightforward advice and guidance. To achieve this, providers are increasingly including voluntary benefits in their decision-support tools, offering bundled recommendations for a simple, 'one and done' approach to benefit selection.

Bryan Morens
Senior Vice President, Product Design and Solutions, North America

Companies should also consider extending support beyond a two-week open enrollment window by creating simple, healthy ways for employees to use the provided tools. One way to do this is through encouraging and supporting employee wellbeing journeys. This can take the form of quarterly and monthly wellbeing campaigns to keep employees informed about available programs. Offering regular communication will not only ensure programs remain visible but also prepare employees for enrollment periods.

Online Benefits Platform

Online Benefits Platform

Improving annual enrollment through more carrier and plan choices, employee guidance, selection tools and technology enhancements can help employers meet a dual mandate: Lower healthcare costs while maintaining employee benefit satisfaction.

Learn More
Aon’s Thought Leaders
  • Kalpesh Desai
    Product and Solutions Leader, North America
  • Dani McCauley
    Growth Leader, Health Solutions, North America
  • Bryan Morens
    Senior Vice President, Product Design and Solutions, North America

General Disclaimer

This document is not intended to address any specific situation or to provide legal, regulatory, financial, or other advice. While care has been taken in the production of this document, Aon does not warrant, represent or guarantee the accuracy, adequacy, completeness or fitness for any purpose of the document or any part of it and can accept no liability for any loss incurred in any way by any person who may rely on it. Any recipient shall be responsible for the use to which it puts this document. This document has been compiled using information available to us up to its date of publication and is subject to any qualifications made in the document.

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