Case Study: MaineHealth achieves up to 51% increases in voluntary benefits enrollment with bswift's Emma decision support

MaineHealth Boosts Voluntary Benefits Enrollment with Comprehensive Strategy

MaineHealth, the largest health system in Northern New England with about 24,000 employees, faced low adoption of voluntary benefits—employees struggled to make informed choices about offerings like hospital indemnity, accident, and critical illness coverage. To address this, MaineHealth partnered with bswift and adopted a consumer-grade decision support tool, Emma™, alongside plan and carrier changes and expanded communications.

bswift implemented a multi-prong strategy—carrier replacement, enhanced plan designs, broader communications, and embedding Emma decision support in the enrollment flow—to deliver personalized, one‑click recommendations. The results included a 46% increase in Hospital Indemnity, 31% increase in Accident Insurance, 51% increase in Critical Illness enrollment, a 12% rise in voluntary life enrollment, and users of Emma showing 3.4x–4.8x higher enrollment rates by product; the program also streamlined HR administration and markedly improved employee engagement.

MaineHealth