Lincoln Financial Revamps Participant Website

The firm says the digital tools embedded on the website are designed to encourage participants to engage more with their accounts.

To kick off the new year, Lincoln Financial Group has launched a new retirement plan participant website.

The firm says the updated website features intuitive navigation and innovative tools meant to help participants plan for and achieve stable income in retirement.

“Through our newly redesigned site, participants can access personally relevant information and streamlined plan transactions, all designed to drive positive outcomes,” says Sharon Scanlon, senior vice president of customer experience, producer solutions and retirement plan services operations at Lincoln Financial Group. “Through research, user analytics and usability testing, this new digital experience is designed to help meet the evolving needs, wants and expectations of plan participants, and help them save for and work toward the retirement they envision.”

The firm says the digital tools embedded on the website are designed to encourage participants to engage more with their accounts, regularly check progress and take actions to help improve retirement readiness.

Among the new features is a tool called “My Target.” According to Lincoln’s leadership, this personalized digital calculator helps participants estimate their retirement income and determine if they are on track for retirement.

On the investment front, the website is said to provide new, easy-to-understand investment graphs that can help participants understand where their money is allocated and how their account has grown over time. The firm says the graphs offer context on the importance of consistency, even in periods of market volatility.

In addition to mobile-enhanced navigation, another new feature is called “My Next Steps.” This tool aims to make it clear to participants what actions they need to take to help improve retirement readiness. It can suggest small steps, such as meeting with a retirement consultant and updating beneficiaries, to help give participants the confidence and reassurance they need.

In addition to increased functionality, the new online experience also features an online content hub with videos, articles and tools to help participants educate themselves on the financial topics that are important to them. The site also offers single sign-on access to Lincoln WellnessPATH, an online financial wellness solution.