During annual open enrollment, the focus of most people’s attention is squarely on health insurance coverage, and yet the season is an ideal time to consider other benefit elections, too. Although group life insurance is one of the most commonly overlooked benefits among people of working age, says Brian Lelio, vice president of group life products at MetLife, it’s also one of the best value buys in the industry, with as much as $500,000 in coverage available for the equivalent daily cost of a cup of coffee.
Part of the challenge in offering group life insurance involves tailoring different educational approaches for customers in an industry that has traditionally leaned on a one-size-fits-all pitch. Today, “the group life insurance industry recognizes that participants want to communicate in a way that makes sense to them,” Lelio says. Millennials may respond better to engagement via mobile devices or social media campaigns; baby boomers often prefer paper-based campaigns, like a poster or flyer in the workplace. Neither is better than the other, but each has a different impact with different audiences.
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