Articles
May 27, 2026
The musician Elvis Costello once joked that writing about music is like dancing about architecture.
Personalization in benefits faces a similar challenge. You can explain the idea and the intent, describe the logic, and talk through the data, the AI, the nudges by email and text, and the engagement strategies—but words can only take you so far.
Some things just can’t be explained easily without actually experiencing them firsthand.
That idea was hard to miss at bswift®’s annual conference, Idea Exchange—hosted this year in Nashville, a city where music isn’t something you talk about so much as something you need to feel to truly understand.
That’s why we built our Moments That Matter pop‑up at Idea Exchange in Nashville. We wanted attendees to be able to experience the power of personalization and
benefits activation for themselves.
What Makes a Moment Matter in Employee Benefits
One of the reasons personalization is better experienced than explained is that everyone’s journey is unique, and so are the moments that matter in their lives.
“Everybody has moments in their life of varying importance,” said bswift Executive VP of Product Matt Waldrup. “It might be that ‘Hey, I have a mole that I want to go get checked out at the dermatologist.’ It might be that you’re going through a divorce. It might be that you’re having a baby. All of those things require different interactions and different levels of knowledge about your benefits ecosystem.”
Employers, by and large, have already done the hard work of building benefits ecosystems that can support those moments. The problem is that employees often find benefits confusing, and may not know what benefits are available, how they might help, or how to use them in those moments that matter.
When employers have great benefits packages, but engagement is lagging, we think of that as a benefits activation issue. Our Moments That Matter pop-up was designed to show how bswift’s benefits activation suite—including the Evive™ Recommendation Engine—helps simplify that complexity..
How Personalized Guidance Activates Benefits
When attendees entered the Moments That Matter experience, they weren’t presented with a case study, product overview, a feature list, a litany of amazing metrics, or even a rundown of a benefits package.
They started with a choice.
Attendees were asked to pick one of three employee personas and follow that person through the situations that come up in real peoples’ lives. We wanted to show how different people at different stages of life—each with different circumstances, levels of benefits understanding, pressures, and priorities—demand different types of guidance.
From there, the experience unfolded over a series of moments—moments where something changes, a question surfaces, or a decision suddenly feels urgent. And as visitors followed an employee persona through those moments, the right information was surfaced at the right moments and communicated to that employee in the ways they wanted to receive it, making it easier for them to take action.
The experience showed what happens when benefits are easy to engage with.
“When we think about moments that matter,” Waldrup explained, “it’s our ability to bring all of that together seamlessly without needing to require the employee to understand or think about it at all. It just appears.”
And that core idea—it just appears—isn’t always easy to picture but impossible to miss when you see it.
That’s what bswift’s Evive platform does behind the scenes for employees. Evive applies personalization at scale to support employees in those moments that matter—connecting life context to the right benefits, surfacing guidance when it’s needed, and making the next steps clear. That’s benefits activation.
In practice, Evive is driven by more than 300 different personalized recommendation campaigns. And that activation leads to measurable behavior change*:
- 3x increase in plan completions
- 78% of high‑claims users engage
- 75% reduction in enrollment session time
And it’s done not by asking employees to become benefits experts but by helping them act when it counts.
From Benefits Activation to Employee Engagement
The Moments That Matter experience was built to articulate a problem benefits leaders recognize every day—and to show what changes when it’s solved correctly.
That’s what the pop‑up made tangible. Explaining personalization is like dancing about architecture. You can gesture at it, describe it, approximate it — but until someone lives it, the words fall short. That’s why we stopped explaining and started showing.
When benefits meet real life with the right guidance, personalization stops being an idea and starts becoming activation. And that activation changes what people actually do. Employees are guided to the right care, the right benefits, and the right support in those personal moments that matter, leading them to better experiences, closed gaps in care, improved wellbeing, and lower downstream costs for employers, too.
“When I think about what success looks like in benefits administration, it’s the ability to start to connect those dots for employees to make sure that they’re able to use what’s available to them exactly when they need it,” Waldrup said.
We’d love to have a working conversation about how employee benefits activation like this could give your team the boost it needs.
*Stats based on 2025–2026 Evive book-of-business data.
Related Insights
Watch Featured Sessions from Idea Exchange 2026
Dive into some of the top sessions from Idea Exchange 2025—now available to watch anytime. Whether you're reimagining your benefits strategy, improving the employee experience, or navigating the future of HR, these expert-led presentations offer practical insights and actionable solutions to help you stay ahead.
See How Personalization Improves Benefits Engagement in the Moments that Matter
When it comes to benefits, a moment matters when someone isn’t sure what they have, doesn’t know how to use it, second-guesses themselves, or just quietly walks away.
The AI Iceberg in Benefits Administration
Effective AI for benefits administration isn’t loud. And it isn’t always visible either. It’s structural. That makes it hard to evaluate, especially when vendor demos are polished, your calendar is packed, and there’s little time for deciphering vague answers.
Evaluate Benefits Administration Software Without the Surprises
A strategic guide for HR leaders who want clearer judgment, lower risk, and fewer downstream problems
Benefits API Integration: Faster Implementations, Fewer Exceptions
When benefits data moves cleanly, everything gets easier: enrollments go through, deductions match, eligibility stays accurate, and employees get help faster when life changes.
The Enduring Power of Personalization in Benefits
Personalization delivered at scale can support proactive resolution—but its real power lies in shaping smarter decisions, helping people access care earlier, and reducing avoidable healthcare spend.
GLP-1s, TrumpRx, and the PBM Transparency Push: A 2026 Primer for HR Leaders
Learn how holistic health trends in employee wellbeing programs like value-based care, whole person care, mental health.
The High Cost of All-in-One HRIS Benefits: Why Consolidation Costs More Than It Saves
There’s a reason “penny wise and pound foolish” has survived centuries of business wisdom.
Hospital Benefits Administration: Simplify Healthcare Workforce Benefits and Contain Costs
Learn how holistic health trends in employee wellbeing programs like value-based care, whole person care, mental health.
Total Rewards Communication: The Retention Strategy HR Keeps Overlooking
Annual enrollment communication doesn’t have to be chaotic. Build trust with employees and simplify decision-making with actionable HR strategies.
Leveraging AI to make every experience simpler, smarter, and more human
Annual enrollment communication doesn’t have to be chaotic. Build trust with employees and simplify decision-making with actionable HR strategies.
Thriving Through Open Enrollment: Lessons from bswift’s Chief People Officer
It’s open enrollment season — HR’s annual enrollment Super Bowl, where strategy meets sheer endurance.
Is Your Benefits Software Helping or Hurting? The Truth about HRIS vs. Benefits Platforms
Annual enrollment communication doesn’t have to be chaotic. Build trust with employees and simplify decision-making with actionable HR strategies.
Mindful AI: Our Philosophy for Responsible AI in Benefits
AI is everywhere in HR right now. Every conference, every panel, every software demo — it’s the headline act. And if you’re in charge of benefits, you’re already feeling the squeeze.
Why Millennials and Gen Z Tune Out and How Personalized Employee Benefits Communication Changes Everything
Discover why Millennials and Gen Z ignore employee benefits and how HR leaders can boost engagement with personalization, AI, and smarter communication.
Beyond Checkboxes: Annual Enrollment Strategies That Engage and Deliver
Boost employee and benefits engagement with actionable strategies from this bswift SHRM webinar replay. Watch now and earn SHRM credit!
Legislative Update: What the One Big Beautiful Bill Act Means for Employers
Prepare for enrollment season with our open enrollment checklist! Discover tips, strategies, and a comprehensive checklist to streamline your planning and execution.
Benefits Administration Solution Buyer’s Guide for HR Teams
Download this HR Buyer’s Guide to benefits administration solutions. Learn how to compare vendors, evaluate features, and build a business case with real ROI.
How to Navigate (and Win) Open Enrollment Season
Prepare for enrollment season with our open enrollment checklist! Discover tips, strategies, and a comprehensive checklist to streamline your planning and execution.
How Annual Enrollment Communication Can Help HR Build Employee Trust
Annual enrollment communication doesn’t have to be chaotic. Build trust with employees and simplify decision-making with actionable HR strategies.
How bswift’s Service Center Is Redefining Employee Benefits Support
Hear how bswift's Service Center blends HR tech and empathy to transform employee benefits support—driving a 95% satisfaction rate.
Wellbeing, Rewired: Employee Benefits in 2025
Discover four strategies HR leaders can use rebuild clarity, foster connections, create meaningful growth opportunities and boost employee engagement.
Idea Exchange 2025: On-Demand General Sessions
Dive into some of the top sessions from Idea Exchange 2025—now available to watch anytime. Whether you're reimagining your benefits strategy, improving the employee experience, or navigating the future of HR, these expert-led presentations offer practical insights and actionable solutions to help you stay ahead.
4 Steps to Build a Business Case for Better HR Tech Investment
Whether it’s clunky manual tasks, confused employees, low engagement, or compliance risks, your current system is frustrating and feels like it’s holding you back.
SHRM Webinar Replay: Solving the Employee Engagement Crisis
Boost employee and benefits engagement with actionable strategies from this bswift SHRM webinar replay. Watch now and earn SHRM credit!
HR Trends That Will Define 2025: Rising Costs, Smarter Benefits Strategies
Discover the HR trends shaping 2025, from skyrocketing healthcare costs to smarter benefits strategies. Learn how to stay ahead and support your team.
bswift Delivers a Stellar Annual Enrollment
Stress-free annual enrollment starts with bswift. Explore our infographic for HR tech, stellar service, and employee satisfaction at light speed!
The Rising Impact of Diabetes on Workplace Productivity and Employee Health
Support employee health and reduce costs with effective diabetes management programs that promote workplace wellness and enhance productivity.
Values in Action: How Company Culture Drives Business Success
Here's how strong company culture, driven by core values, improves employee engagement and business success. Learn how to strengthen culture.
The Winning Annual Enrollment Trifecta
Our annual enrollment infographic unlocks the power of effective communication, AI, and human expertise for a seamless benefits experience.
AI for Health Plan Administration: 3 Ways It’s Transforming Benefits Management
Conquer Annual Enrollment: 7 Steps to Scale Your HR Everest
Master annual enrollment with our checklist. From HR tech to communication planning, streamline your HR process and improve your employee benefits rollout.
4 Holistic Health Trends to Boost Employee Wellbeing and ROI
Learn how holistic health trends in employee wellbeing programs like value-based care, whole person care, mental health.
AI for HR: 4 Key Trends You Need to Know Now
Cut through the hype. From Mindful AI to people analytics, these 4 trends in AI for HR boost employee engagement and attract top talent.
Harnessing the Power of AI for HR
Unlock AI’s potential in HR with bswift: Automate tasks, enhance decision-making, and focus on strategic goals. Discover AI’s role in recruitment, onboarding, and more
Employee Healthcare Cost Containment Strategies:
A Guide for HR
Rising healthcare costs got your HR team down? Discover 4 data-driven cost-containment strategies from bswift's IX to reduce healthcare spending & improve wellbeing.
The Gold Standard in Employee Comms: bswift Engagement Solutions
bswift Engagement Solutions wins 2 Gold Hermes Awards for creative employee benefits communication. Learn more about our award-winning work!
Introducing the AI Supercharged Emma™: Your Employee Benefits Guide
Empower your employees with bswift's Emma, an AI-powered benefits assistant. Personalized recommendations, plan comparisons and more.
Simplify Benefits, Unlock HR’s Potential: bswift Has You Covered
Simplify benefits administration and empower HR with tools to streamline enrollment, optimize benefits use, and free HR for strategic work.
Solving the Employee Communication Puzzle: Tips for Better Engagement
Effective employee communication is crucial for HR. Learn best practices to improve benefits utilization and employee engagement.
Optimize Benefits Enrollment: HR Best Practices for the ‘So-Called’ Off-Season
Benefits enrollment best practices for HR. Improve employee communications strategies, analyze benefits utilization and enhance benefits portfolios.
American Heart Month: How to Support the Heart Health of Your Workforce
February is American Heart Month – the perfect time to focus on workplace wellness and heart health through personalized digital tools and connected capabilities.
The Future of HR: 4 Trends Reshaping Employee Benefits in 2024
Let's look at the future of HR, from AI and automation to cost containment, tailored well-being initiatives, and adapting to remote work.
How to Improve Employee Benefits Engagement
Boost employee benefits engagement with proven HR strategies like clear communication, feedback loops, and AI chatbots to empower employees
bswift Elevate™: Empowering Holistic Employee Wellbeing, Anywhere and Anytime
bswift Elevate is reimagining the employee well-being journey and simplifying the employee experience with hyper-personalized messaging to drive deeper engagement in employer wellbeing programs.
Want Engaged Employees? Show Full Value with Total Compensation Statements
A smart way to boost employee engagement is to create a total compensation statement that details the value of their salary, benefits and other rewards.
bswift Mobile App: Empower Your Employees
The bswift Mobile App offers your employees seamless access to their benefits. Download the app now via the App Store or Google Play Store.
Ace Annual Enrollment: 4 Solutions to Common HR Challenges
Make annual enrollment frictionless and empowering, These tips will help you optimize the employee experience and drive talent retention.
Prioritizing Employee Wellbeing for Business Success
Explore the core connection between employee benefits, employee wellbeing, and business success. Get a roadmap for reviewing your organization's current offerings to ensure they're relevant, accessible and effectively supporting workforce health and productivity.
Insights and Highlights: A Recap of bswift’s Idea Exchange 2023 Conference
bswift's Idea Exchange 2023 Conference brings you insights on employee benefits engagement and benefits administration. Access session videos and more. Perfect for any HR professional looking to stay up-to-date.
Hire Emma: bswift’s AI HR Assistant That Pays for Herself
Meet Emma, the AI HR assistant who resolves benefits questions, provides enrollment guidance, and improves the employee experience.
Here’s How to Create An Engaging Employee Benefits Communication Strategy
Great employee benefits communication is crucial for employee satisfaction. Get tips for effective benefits communications that engage all stakeholders, using a multi-channel approach, incorporating empathy, focusing on timing, highlighting total rewards, and broadening the conversation on employee wellbeing.
Unlocking the Power of Employee Benefits
Employee benefits are key to attracting, engaging and retaining top talent. Read this infographic to learn more on the underutilization gap
The Power of Effective Employee Benefits Utilization: Tips to Boost Benefits Engagement and Retention
Improve retention, engagement, wellbeing and productivity with an effective employee benefits utilization strategy. Boost benefits engagement with these tips.
Maximizing Employee Benefits Utilization: Challenges and Solutions
Improve engagement and retention with effective employee benefits utilization. Learn common challenges, solutions, and the importance of prioritizing employee wellbeing.
Forrester Research Reveals the High Cost of Low Employee Benefits Engagement (And What You Can Do About It)
Discover how HR pros can improve employee benefits engagement with insights from Forrester Research. Boost morale, productivity and retention, and cut healthcare costs. See the survey results and actionable strategies now.
The Top 5 Employee Benefits to Boost Satisfaction, Retention and Recruitment
Learn which employee benefits matter most to employees, and how these top employee benefits boost satisfaction, retention, and recruitment. A must-read for HR professionals.
How to Use AI to Improve HR: bswift Experts Answer CHROs’ Most Pressing Questions
bswift experts answer CHROs' questions about using AI to improve HR. Learn how to avoid pitfalls, partner with CTOs, and create a better employee experience.
How to Successfully Implement AI in HR: The CTO and CHRO Partnership
Let's look at the benefits and the risks of AI in HR. From data privacy to legal liability, CHROs and CTOs can partner to safely implement AI for business.
Boost Benefits Utilization with a Great Employee Benefits Communication Plan
Unlock the full potential of your employee benefits communication. Benefits U helps you save time and effort and boost employee engagement.
Cut Costs, Not Benefits: Establish a Culture of Health in Your Workplace
Learn how to reduce healthcare costs and improve employee satisfaction with a culture of health in the workplace. Follow these 6 easy steps.
Celebrating Black History Month with Benefits Equity
How you can make the most of this celebration by incorporating employee benefits into your diversity, equity, and inclusion strategy.
6 Great Questions To Help You Measure Annual Enrollment Success
With the dust settling on annual enrollment, it's time to look back and learn. Here are a few simple questions you and your HR team can ask.
The Top 5 HR Trends of 2023: Leveraging Tech to Put the ‘Human’ Back in HR
In 2023, technology will continue to play a major role in how we adapt. Here are the top five HR trends we’re watching in 2023.
The 3 E’s and bswift’s New Homepage Experience
Your benefits homepage is the launching point for all things benefits, check out this infographic to see how bswift's new home page experience makes the 3 E's stress free.
Solving the Great Resignation: The role of employee-centric benefits, tech & culture
Struggling to navigate the Great Resignation? Here are a few ways to improve and develop a more employee-centric-culture.