Brandan Bruce, Co-Founder & President

While healthcare remains significant, dental, vision, life insurance, HSAs, voluntary benefits, and financial products are not peripheral add-ons. They play a critical role in long-term financial security and well-being. Yet, for most employees, they remain poorly understood, underutilized, or ignored entirely.

That realization became the starting point for Help Me Choose Benefits. The solution is rooted in real-world experience from leaders who have spent decades in the industry managing employee benefits, running benefit call centers, and working directly with large employer groups to help employees understand and use their insurance products and services. They have seen firsthand where employees struggle, where tools fall short, and where confusion leads to poor decisions.

“We felt like existing tools in the market were heavily focused on medical benefits and largely neglected most non-medical benefits that employers offered to their employees,” says Brandan Bruce, Co-Founder & President. “We wanted to create something that doesn’t just recommend benefits but actually explains why those recommendations matter to each individual.”

Built on that experience, Help Me Choose Benefits goes beyond traditional decision-support tools. It streamlines benefits decisions with personalized recommendations powered by industry data, employee insights into health, family, and finances, and input from brokers and HR teams. More importantly, it delivers those recommendations through a virtual benefits counseling experience that clearly explains the “why” behind every suggestion in simple, practical terms.

The Missing Piece in Benefits Decision-Making

The modern employee is expected to make complex financial and healthcare decisions within a narrow window of time. Insurance terminology can feel intimidating. Products such as hospital indemnity, critical illness, and long-term disability coverage are not inherently intuitive. Even something as widely available as a Health Savings Account can be misunderstood despite its long-term financial advantages.
Help Me Choose Benefits addresses this disconnect by shifting the focus from selection to education. Instead of presenting employees with static comparisons, the platform simulates a virtual counseling session. It translates complex offerings into personalized, digestible insights.

“We spend a great deal of time explaining the ‘why’ behind every recommendation, not in a generic way, but in a way that is personalized to the employee,” says Bruce. “An employee earning $50,000 annually has very different financial realities and priorities than someone earning $150,000. The products, coverage levels, and recommendations need to reflect that individual’s unique situation. That’s what makes the guidance meaningful.”

The strength of Help Me Choose Benefits lies in its structured and intuitive framework. The system operates through four core stages: Configure, Survey, Recommendations, and Reports.

The process begins with configuration. Employers and brokers define the benefits available and provide input that helps shape the recommendation logic. This ensures that the system aligns with the organization’s broader benefits strategy.

Next comes the employee experience. Through a quick and anonymous survey, individuals share high-level information about their family, financial situation, and health outlook. The design requires minimal effort while capturing enough context to generate meaningful insights.

Once the information is collected, the platform’s AI engine combines employee responses with compliant, predefined logic to generate personalized recommendations. Rather than simply displaying a list of benefit options, the system delivers clear, concise explanations tailored to each employee’s individual circumstances.

The final layer focuses on visibility. Real-time dashboards allow employers and HR teams to track engagement, understand participation patterns, and evaluate the effectiveness of their benefits strategy.

What further sets the platform apart is its simplicity and speed of deployment. Unlike traditional solutions that require lengthy and complex integrations, Help Me Choose Benefits is designed to work alongside virtually any existing enrollment platform. Employers can typically implement the solution within days using simple links or QR codes embedded directly into enrollment materials, enrollment systems, or company benefits websites.

Making Sense of Complexity Through AI

Artificial intelligence plays a central role in the platform. It is not about overwhelming users with data or predictive models; instead, it is about simplifying decisions.

The proprietary AI system translates technical benefit structures into plain-language explanations. It connects the dots between different financial tools and helps employees understand how they work together.

For example, the platform can guide users on how to balance contributions between an HSA and a 401(k). It explains not just what each option does but also how they complement each other in building long-term financial security.

It also addresses common misconceptions. Many employees overlook voluntary benefits because of unfamiliar terminology or perceived irrelevance. By contextualizing these offerings within real-life scenarios, the system highlights their practical value.

This approach extends across a wide range of benefits. From life insurance structures to supplemental health products, the platform ensures that employees are not making decisions in isolation. Instead, they make informed choices based on their unique needs.

The impact of Help Me Choose Benefits becomes most evident in real-world applications. Organizations that adopt the platform often see measurable improvements in both employee engagement and financial outcomes.

One notable example involves a mid-sized manufacturing company. The organization had previously struggled with low adoption of its high-deductible health plan and minimal contributions to HSAs. Employees were unsure about the value of these options and were hesitant to make the switch.

After implementing Help Me Choose Benefits, the results were significant. Participation in the high-deductible plan increased substantially, and employees began contributing more effectively to their HSAs. At the same time, enrollment patterns shifted in ways that reduced overall costs for the employer. The financial impact was clear: the organization achieved meaningful savings while also improving employee satisfaction.

In other cases, the platform has helped brokers and employers increase participation in voluntary benefits. By demystifying products such as critical illness and accident coverage, it encourages employees to consider options they might otherwise ignore.

There are also operational benefits. HR teams often face a surge of questions during enrollment periods. By providing employees with a self-guided decision tool, organizations can reduce this burden while still ensuring that employees receive the guidance they need.

Beyond immediate outcomes, the platform supports broader organizational goals. It helps employers demonstrate their commitment to employee well-being and strengthens their ability to meet fiduciary responsibilities.

A Shift Toward More Human-Centered Benefits

At its core, Help Me Choose Benefits represents a shift in how organizations think about benefits communication. Instead of treating employees as passive recipients of information, it positions them as active decision-makers. It acknowledges that every individual’s situation is different and that meaningful guidance requires personalization.

This approach also reflects a deeper understanding of employee behavior. People are more likely to engage with information that feels relevant and easy to understand. They are more likely to act when they see a clear connection between a recommendation and their own lives.

By combining data, AI, and human-centric design, the platform creates an experience that feels less like a transaction and more like a conversation. Rather than replacing human judgment, Help Me Choose Benefits works to enhance it.

As organizations continue to expand their benefits offerings, the need for clarity will only grow. Tools that can bridge the gap between complexity and comprehension will play a critical role in shaping the future of employee benefits.

Help Me Choose Benefits is already moving in that direction. By focusing on the overlooked, explaining the unfamiliar, and prioritizing the individual, it is helping employees make decisions that truly work for them.