Most benefits communication treats every employee the same — same message, same timing, same assumptions.

Motivational Profiling changes that. Six psychological types. An AI engine that personalizes your message for each one — automatically.

Watch our AI Engine instantly create 6 personalized versions of a "connect with a health coach" email message.

Now to some results. In the chart below, there are three groups. With open rates nearly double the industry benchmark. And click-throughs more than triple it. Now, that's real intelligence.

As it so happens, this particular campaign was targeting employees who most of us lovingly know as "ER Frequent Flyers." But what about other health-behavior-related situations?

Getting people dialed in
Here's the thing: results like these aren't a fluke. They're what happens when you start using real personalization that "transmits on the frequency they're listening for."

The broader research confirms the gap that Motivational Profiling is designed to close. According to the 2025 MetLife Employee Benefit Trends Study, 38% of employees say they struggle to understand their company's benefits communications — up 6% from the prior year. Yet 75% of employees say they want a benefits platform that offers personalized decision support, with Gen Z even higher at 81%. The conclusion their own researchers drew: "Relevance is the new ROI. If it doesn't resonate, it doesn't register."

The industry has been talking about personalization for years. A few are actually doing it. A large tech company that customized team newsletters by role and location saw a 30% increase in click-through rates. Meaningful — but still well short of the nearly 300% improvement garnered by using psychographics, as our ER Frequent Flyer campaign demonstrated.

The difference isn't in the technology. It's in the depth of the model. Knowing someone's department tells you where they sit. Knowing their motivational profile tells you how they think — and more importantly, what actually makes them want to act.

That's the engine behind Motivational Profiling. Six distinct psychological types. Messaging calibrated to each one. And an AI layer that handles the personalization automatically, at scale — so your team isn't writing six versions of every communication by hand.

The ER Frequent Flyer campaign is one example. The same logic applies across the full spectrum of health behavior situations: voluntary benefits, chronic condition management, mental health benefit utilization, preventive care participation, specialty pharmacy adherence. Wherever you're seeing disengagement, the root cause is usually the same: the message wasn't built for the person receiving it.

The last word
Don't be the ones wondering, "We built it; why haven't they come? Make it personal, and watch the numbers move. Sometimes dramatically.

~ Mark Head

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