Employers across the UK are being urged to improve communication after new research revealed that many staff remain unaware of key support services included in their workplace benefits.
Towergate Employee Benefits, one of the UK’s largest independent benefits advisers, commissioned a survey of 500 HR decision makers by pollster Opinium and found that only 47 percent of employers believe their managers have a good understanding of the added services embedded within many health and protection benefits. The figure drops to just 41 percent for wider staff awareness.
These services — often included in group policies such as life assurance, income protection or critical illness cover — can range from virtual GP appointments and mental health counselling to menopause support, digital physiotherapy, fitness tracking and help navigating the NHS.
David Williams, head of group risk at Towergate Employee Benefits, said many of these services were overlooked. He added that although only a small number of employees might ever make a claim on an insurance policy, almost everyone could benefit from the embedded support services.
“Group risk benefits have traditionally been sold on their financial benefits, with the added value benefits being just that – added value. But there’s an argument to say that it should be the other way round,” said Williams.
“Whereas only a limited number of employees in a company may ever have to claim on their group risk insurance, every employee in the company can benefit from the embedded benefits.”
This was especially relevant for small to medium-sized businesses, where life cover claims are rare but employees face everyday wellbeing challenges. Embedding services within insurance could also be more cost-effective than purchasing them separately, he said.
Communication breakdown
The report suggests that lack of awareness is a persistent problem. Managers often don’t fully understand what’s on offer, making it unlikely that employees will. Towergate said this wasn’t surprising, given the pace of change in employee benefits, but stressed that better education was needed.
Hybrid working has made things more complicated. In a separate study, Towergate found that 38 percent of employers say it has become harder to engage employees working remotely, and 43 percent admit they still struggle to tailor benefits communications to different groups.
As a result, 62 percent of employers are now stepping up the frequency of wellbeing communications, and 55 percent are increasing their use of digital tools. These include apps and platforms that give employees 24/7 access to their benefits in one place.
Strategic value of wellbeing
Towergate’s wider research points to a shift in employer priorities for 2025. More organisations are now tailoring wellbeing support to different employee groups — 58 percent by need, 52 percent by age and 52 percent by gender. Services covering menopause, fertility, neurodiversity and financial advice are seeing increased uptake.
Financial wellbeing is another growing focus. A recent Towergate survey found that 57 percent of employees identified money worries as their biggest source of stress. Employers are recognising the link between wellbeing, productivity and retention, and are taking a more strategic view of the benefits they provide.
What employers can do
Experts advise HR teams to take a more proactive role in promoting these under-used benefits. Recommended actions include:
- Reframing benefits to highlight how everyday support — like virtual GP access or fitness advice — can help all staff
- Training managers so they understand the benefits and can communicate them confidently
- Using digital platforms to centralise benefit information and allow staff to access it at any time
- Surveying employees to identify wellbeing needs and align services accordingly
- Working with advisers to benchmark offerings, explain lesser-known benefits, and improve communication
Williams said additional benefits should be placed front and centre when employers choose and communicate their employee benefit packages. He added that these services often act as the first point of engagement for employees, most of whom will never make a claim but could all benefit from what is already available.
