What Benefits do Employees Really Want?
Survey results give us some insight into which benefits are most valued
One of the questions in benefits management that I think it’s very important for us to stay on top of is, What do plan members really want?
Most – though not all – of the things we want to accomplish through our benefits plans revolve around plan-member perception of what their benefits plan does for them, what it says about their workplace, whether it creates a sense of being valued and cared for, and whether it translates into long-term loyalty.
So, when this year’s Benefits Canada Healthcare Survey results came out, one of the things I went looking for was data on what benefits employees want, which ones they value the most, and which ones they feel they can’t do without.
One survey question that serves as a kind of starting point was not so much about benefits, per se, as about overall health and what survey respondents felt they wanted to do, or ought to be doing to improve their health. Here is a breakdown of the results.
- More exercise or physical activity – 50%
- Healthy eating – 39%
- Weight reduction – 36%
- Stress management – 33%
- Improve social connections – 16%
- Reduce alcohol consumption – 10%
On the face of it – no surprises here. But I think it’s interesting that, while none of these stated health and wellness goals refers specifically to a given workplace benefit, all of them are addressed by workplace programs that many benefits plan sponsors provide. I think it points the way that benefits are going.
Another question that I found particularly interesting and revealing was, What product or service (i.e., benefit) would plan members like more coverage for?
- Dental services – 29%
- Vision care — 18%
- Massage therapy — 13%
- Prescription drugs — 10%
- Mental health counseling — 9%
- Physiotherapy — 6%
- Chiropractic services — 2%
- Other paramedical service (such as acupuncture, naturopathy and so on) — 2%
In other words, plan members tend to think of the benefits they see and use all the time – not necessarily the most important ones, such as short- and long-term disability or life coverage. Also, it’s possible to see the numbers, for dental and vision, for example, as reflecting those plan members who may have maxed out a given benefit, or would like to see expanded coverage for things like orthodontics.
Still on the theme of “what plan members really want” the survey asked the question, What benefits would you be most upset to lose?
- Paramedical services – 25%
- Healthcare spending accounts – 23%
- Vision care – 19%
- Long-term disability – 9%
- Employee assistance plan – 8%
- Wellness spending account – 7%
- Short-term disability – 4%
- Virtual health care – 3%
In reading over the annual healthcare survey results – there is far too much data to reproduce here – and from what I’m reading elsewhere and hearing from clients, I think we can see an overall trend in “what employees want” from their benefits plans.
It seems that plan members are looking for workplace benefits that include all of the basics, such as dental and vision, but also go further with benefits that are more integrated into their overall lifestyles. They look for innovation, flexibility and the option to customize their benefits to their own particular needs.
Here are some of the things I’m picking up most often (in no particular order). Of course, not all of them are things that can be directly actionable. They don’t necessarily translate directly into benefits – especially for smaller employers with fewer plan members.
Expanded health coverage
- More inclusive plans that cover chronic conditions and things such as fertility treatments
- Virtual care options and telemedicine
- Preventive care and wellness incentives
- More coverage for the basics, such as dental and prescription drug coverage
Flexibility and healthcare spending accounts
Many plan members express a desire for flexibility in their benefits. They may not need vision care but max out their dental. A healthcare spending account lets them spend money where they need it. It allows the plan member to cover the cost of dental, for example, without the plan sponsor needing to increase the limits for dental coverage.
Women’s health
- Mental wellness issues, such as postpartum depression, stress management
- Reproductive health issues
- Menopause support
- Cancer screening and testing
Mental health support
- Access to therapy, counseling, and digital mental health platforms
- Coverage for stress management, burnout prevention, and mindfulness programs
- Mental health days and stigma-free policies
Tuition reimbursements
Many companies offer to pay the costs of tuition for courses related to the job, including degrees and certifications. This not only encourages continuous learning and development, but also and helps employees grow in their careers. It helps to show the employer’s commitment to long-term growth and development.
Retirement and financial wellness programs
- Enhanced retirement savings plans (RRSP matching, group pensions)
- Financial literacy programs and debt management support
Work-life balance
Things like compressed workweeks, staggered hours, or variable schedules. Flexibility can improve both productivity and morale – especially in knowledge-based roles, information technology and creative jobs.
- Flexible work hours and remote/hybrid work options
- Possible paid time off, including personal and volunteer days
- Support for caregiving responsibilities (childcare, eldercare)
Parental and family leave top‑ups
Parental and family leave top-ups to government benefits can help employees receive full or nearly full salaries during maternity leave. This reduces stress and helps to build employee loyalty. Providing top-up sends a clear message that the employee is valued.
Lifestyle and perks
- Wellness stipends for fitness, nutrition, or hobbies
- Employee recognition programs and career development funding
- Support for charitable activities
Wellness and fitness allowances
Many employers already offer subsidies for gym memberships, fitness classes, and wellness apps to encourage a healthier lifestyle. These benefits improve morale and help reduce absenteeism. Encouraging a supporting fitness also provides another point of connection between the employee’s life and the job. This helps build a sense of inclusion and loyalty.
Inclusivity and customization
- Benefits that respond to the needs of different demographics
- Benefits tailored to diverse family structures and life stages
- Choice-based plans where employees can select what matters most to them
- Culturally sensitive health resources and language accessibility
I think the important overall message we are getting from plan members about the future and direction of workplace benefits is that they want to integrate their benefits more into their lives, they want benefits that respond to their needs at their stage of life, and they want to be able to customize their benefits as much as possible.
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Humbled to be named to the Benefits and Pensions Monitor Hot List 2025!
Reflecting on the last few years, I’ve probably said “yes” too much — but every opportunity has allowed me to contribute to initiatives that help our clients at Penmore Benefits and ultimately make a positive impact on the health and wellness of Canadians.
Beyond my day-to-day work, I was honoured to receive the Ajax Adult Civic Award in 2024 for my community service, healthcare advocacy, and leadership — recognition that continues to inspire me to give back both professionally and personally.
Being involved in industry initiatives, including Benefits Alliance has allowed me to connect with amazing advisors across the country and advocate for plan sponsors and plan members.
Grateful to be recognized alongside so many incredible peers and motivated to keep pushing forward for our clients, our industry, and our communities.
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I really appreciate comments, ideas, suggestions or just observations about the blog or any other topics in benefits management. I always look forward to hearing from readers. If there’s anything you want to share, please email me at bill@penmorebenefits.com.
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