Employee Feedback Drives HSA Provider Changes Amidst Increasing HR Responsibilities

Recent insights from a survey conducted by InComm Benefits indicate that employee feedback is a critical factor influencing HR professionals' decisions when evaluating spending account providers. Out of over 300 respondents, a striking 73% identified employee satisfaction as their main consideration during this assessment process.

This trend holds significant implications for benefits brokers, particularly in how they approach discussions about group benefits programs that encompass health savings accounts (HSAs) and flexible spending accounts (FSAs). By emphasizing the importance of employee experience, brokers can enhance renewal conversations.

The survey pinpointed key areas of dissatisfaction among HR professionals. Notably, 41% of respondents highlighted poor employee experience as their primary frustration, while technology limitations affected 40% of those surveyed. Integration challenges were cited by 33%, and customer service issues impacted 31% of respondents.

These challenges translate into a noticeable burden on HR teams, with 58.5% admitting they frequently address employees' inquiries regarding spending accounts. The most common queries revolve around eligible purchases, claims submission, usage, and rollover rules.

When employees lack the means to find answers on their own, the resulting support demands add to HR's already extensive responsibilities. In the survey, HR professionals reported juggling various duties, including recruitment and hiring (64%), employee communications (62%), payroll (61%), insurance management (57%), and compliance and regulatory obligations (52%).

The Hartford's 2026 Future of Benefits Study revealed that 73% of HR professionals feel their day-to-day responsibilities have increased. A significant 64% indicated that managing multiple benefit carriers poses its own set of challenges.

Dave Etling, senior vice president and general manager at InComm Benefits, noted that there's a noticeable gap in how providers cater to end users. “Employees aren’t disengaged from their benefits,” he explained. “Many simply lack clarity regarding their usage.” He emphasized that when employees struggle with questions around eligibility, claims, or reimbursement, HR often defaults to providing support.

When selecting new providers, HR professionals prioritized faster response times for support as their top requirement, followed closely by dedicated client support management and a demonstrable ability to engage employees effectively.

In terms of product enhancements, 55% of HR professionals identified the need for more flexible benefit options as the top area for improvement. Simplified educational resources and enhanced technology were both mentioned by 52% of respondents, while 50.5% noted the demand for quicker payments and reimbursements.

The gap between the needs of HR professionals and the offerings of current providers signifies a renewal risk that benefits brokers need to monitor. With 73% of HR teams actively listening to employee complaints, there's a real possibility for providers to be reconsidered based on this feedback.

Lockton's 2026 National Benefits Survey echoed this sentiment, revealing that 54% of employers now prioritize cost reduction above all else—a rise from 38% in the previous year. This marks a notable shift, as talent attraction has dropped to a secondary concern.

In light of this context, benefits brokers have a unique opportunity to present a more comprehensive strategy during renewal discussions. Employee utilization metrics and service quality insights are often underutilized by clients, even as the focus on cost intensifies. Brokers who enter conversations equipped with employee satisfaction data or ask clients about their most common HR inquiries can better pinpoint potential service issues before they escalate to the point of losing a client to a competitor.

The survey also revealed HR's perspective on emerging technologies, with 57% acknowledging the use of AI in benefits education and training already implemented in their departments. Moreover, 55% expressed optimism about the future potential of AI tools within HR.

This suggests that AI-driven education for benefits is not a distant aspiration but a present reality for most HR teams. For brokers advising clients on choosing benefits platforms, incorporating AI-enabled support tools may soon be regarded as a baseline expectation rather than a competitive edge.