BofA Merrill Lynch Participant Website Relaunch Reflects Wellness Trends

The redesigned plan participant portal is based on insights gained from working with more than 5 million workers across the U.S., according to the firm.

Bank of America Merrill Lynch launched a redesigned Benefits OnLine homepage to help plan participants advance their financial wellness and better navigate the wide range of financial stressors impacting employees today.

The new website will present employees with “a more simplified and interactive experience,” the firm says, while featuring data-driven recommendations.

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The enhancements follow findings from Merrill Lynch’s 2017 Workplace Benefits Report demonstrating financial stress in the workplace is significantly impacting focus and productivity at work. The research shows employees spend a median of two hours a week, or 100 hours a year, taking care of finances while on the job and emphasizes the powerful role employers can play in helping employees navigate financial concerns and pursue their financial goals.

One dichotomy the survey found is that, while many employees are financially stressed, 87% are optimistic about their financial future. The top three reasons for this optimism are living within their means (51%), being in good health (49%) and having a well-paying job (45%). However, even optimistic employees have concerns. Among all employees, the top concern is running out of money in retirement, cited by 64%. The next concern is having to work longer than they had hoped for, cited by 61% of women and 51% of men. That is followed by not being able to work due to a serious illness (58% of women and 52% of men), not being able to pay for a child’s education (57% of women and 52% of men) and losing their job (45% of women and 46% of men).

Aimed at addressing these concerns, features of the redesigned participant homepage include a reimagined retirement income projection tool for plans with “Advice Access,” offering an interactive display of monthly and annual retirement income that a plan participant is projected to achieve.

Plain language and personal messaging to help participants better understand financial information, the firm says, while an expanded “My To Do List” features up to five recommended actions to improve participant plan behaviors and financial wellness.

Voya Introduces Chinese Version of Its Name

The firm also launched a three-month advertising campaign to help build brand awareness in the Asian-American community, and has a Mandarin page on its website.

Voya Financial, Inc. has created a Chinese version of its name to help appeal to the Asian-American community and reinforce its commitment to this growing market.

The Chinese name is pronounced wò yǎ—which translates to richness and happiness of life for the future.

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According to the Pew Research Center, the Asian population in the U.S. grew 72% between 2000 and 2015—from 11.9 million to 20.4 million—the fastest growth rate of any major racial or ethnic group, Voya says. A study found Asian-Americans are focused on saving for retirement, but that competes with a focus on taking care of extended family.

“As the demographics of the U.S. continue to shift, we need to make sure that we’re thinking about the financial needs of all Americans. This includes understanding cultural differences and looking for creative ways to better communicate the services that we offer,” says Rodney O. Martin Jr., chairman and chief executive officer, Voya Financial.

In addition to unveiling its new Chinese name, Voya launched a three-month advertising campaign to help build brand awareness in the Asian-American community. The campaign leveraged a combination of television and digital ads as well as paid searches to target key Asian-American markets and media channels. For example, as part of the campaign activation, the company has been running Voya commercials in Mandarin on Chinese television stations in a number of select U.S. cities—like San Francisco, Los Angeles and New York City.

To celebrate the Chinese New Year on February 16, Voya also launched a series of posts on its social media channels. More information can be found by visiting the Mandarin page at voya.com/journey.

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