June 2025

Personalizing the participant experience for the workplace of tomorrow

A message from Amanda Ross, managing director, Workplace Benefits Participant Experience, Bank of America

We have a mission: To make the financial lives of your employees better. This means ensuring they have all the information they need to make informed decisions, enroll and take full advantage of their benefits.

But it’s not just about retirement.

It’s about so much more. To truly help your employees reach their goals, we need to be able to arm them with the tools and resources to manage everything that comes up between now and retirement. At Bank of America, we think about developing and executing the best participant experience for each of your employees every day — an experience that puts them and their unique characteristics at the center of it all. The educational curriculum we deliver continues to evolve and become more robust, going beyond retirement to cover topics such as budgeting, saving for a home, saving for college, managing caregiving responsibilities, affording healthcare and more. After all, these are some of the issues that risk keeping today’s employees up at night.

So, what does the workplace of tomorrow look like? What do future employees want and need? And how do we help ensure we can move them in meaningful ways toward the financial outcomes they envision? Personalization is critical. Every year, more and more people are saying they expect personalized experiences from the companies they do business with. In fact, 73% are saying loud and clear,¹ “Tee things up that are relevant to me, my preferences and my goals.”

What personalized meant five years ago is far different from what it means today. And five years from now, it will be something else entirely. It’s no longer simply cobranding with company logos and colors, or inserting a name into a variable field. It’s understanding what behaviors employees are demonstrating now and leveraging those insights to curate their experience with every step of their journey with us. This is the personalized and relevant experience employees expect — even demand. Ultimately, it comes down to this: When employees are given more digestible, personalized messages, we’re seeing as many as a third of them actually take positive action.²

Ready to learn more about how we’re creating the employee experience of tomorrow? Watch a video excerpt from Amanda’s presentation at the recent Workplace Benefits Client Conference.

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