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On a rudimentary level, personalisation is like the difference between a birthday gift that’s been carefully considered by the giver according to the receiver’s likes and dislikes, and one that hasn’t; destined to be overlooked and forgotten. Historically, group protection products – life, income protection and critical illness cover – have fallen into the latter camp. (Except for the few who claim of course, then their value becomes very clear). But it doesn’t have to be this way. All your people can realise the value of benefits – whether they claim on them or not – by offering choice; giving individuals the control and autonomy to tailor products and programmes to suit; and ensuring that their relevance as part of wider wellbeing strategy is understood. Why personalisation supports inclusion We all now expect targeted services and products in our day-to-day lives; from viewing recommendations on Netflix to ‘frequently bought together’ suggestions on Amazon; all carefully selected by algorithms that take note of our likes and dislikes. This – as a concept – shouldn’t be any different in the work environment. After all, you wouldn’t dream of paying your entire workforce a one-size-fits-all salary; from shopfloor to CEO. So, why offer
