SPECIAL EDITION: Elite Partners Series – featuring Lincoln Financial
We are very proud of our Elite Partnerships with Carriers and Vendors that incorporate technology into all they do. This series features each of our Elite Partners, who offer savings and efficiencies for your technology and communication needs.
This week’s featured partner is Lincoln Financial Group. Our series hosts, Therese Tomasek & Holli Brummett, sat down with Jerrica Gordon & Jeremy Parr to discuss Lincoln Financial Group’s tech know-how, company developments, and market wins.
BTR:
What is Lincoln Financial’s claim to fame?
Lincoln:
Lincoln has been in business for 115 years, with a focus on helping the American worker face the financial burdens they will have over the course of their lifetime – retirement, individual insurances, disability coverages, and more. We stay keyed into the financial climate in the US to be able to provide the best support available in the market.
We provide both individual and group products and boast an A+ rating for our claims services.
BTR:
How is Lincoln seeing success in regard to employees enrolling in their products through BenAdmin software?
Lincoln:
Lincoln has unique partnerships with many vendors in the market – such as bswift, PlanSource, and Employee Navigator – to facilitate an easy plan build out of each Lincoln product, including our new Hospital Indemnity product. Lincoln also offers their clients a Quality Assurance review service which gives employers peace of mind that their benefits are accurately built on their enrolling technology.
For bswift users, we enhance the HR experience through efficiencies such as the Integrated Playbook, electronic EOI solutions, and Self-billing.
For PlanSource clients, Lincoln offers EOI SSO, EDI capabilities, and Self-billing. Lincoln is also currently investing in API enhancements to support the employee experience.
For Employee Navigator users, groups of any size can enjoy the Lincoln data exchange for ease of eligibility and administration.
BTR:
Tell us about how Lincoln maintains an identity in the market.
Lincoln:
Lincoln is a top-three absence and disability carrier in the market, whether managing FMLA or a disability scenario. We recognize that there is a growing need for better income protection, so we are investing in product enhancements and development by making all products family-based, with the goal of protecting all members of the family, not just the individual
Specifically, Lincoln has invested in a Hospital Indemnity product that bridges the gap for medical costs during a hospital stay. The Maternity benefit now includes a NICU benefit in the event a baby has a stay in the NICU. And we are enhancing our Wellness rider to include benefits for things like antibody testing, viral testing, and vaccines as it pertains to the Pandemic.
BTR:
What is your benefit technology strategy for enrolling in your new products?
Lincoln:
Our goal is to reduce HR lift by ensuring our integrations are capturing data from the enrollment technology, allowing the HR team to focus on their employees’ needs in their day-to-day work. With our tailored connections, simplified enrollment and administration experience, and our ongoing improvements, we support HR teams to meet their objectives with minimal duplication.
BTR:
What is on your technology roadmap?
Lincoln:
Lincoln is committed to simplifying the end-user experience. We are investing in our online portal to make the claims process more efficient. We are working with our preferred technology vendors to implement smoother Self-billing processes for our HR users and plan administrators.
Lincoln also has an EOI API now available with WorkDay and will be launching an API with Workday for Leaves in the near future. We are also currently developing APIs with PlanSource, ADP National, and other vendors. Lincoln is also in discovery with other preferred technology vendors to explore more opportunities for 2023, as well.
Lincoln’s technology approach is also embedded in our product approach. Our products are designed to be built on technology which provides a seamless enrollment experience and reduces market frustration with our products. Our intention is to fit the model of employers’ enrollment technologies so that we ensure the interaction with Lincoln products remains simplified and easy.
BTR appreciates our partnership with our Elite Partners. Be sure to check out our other partners on our website. If you’d like more information about savings and efficiencies offered through our Elite Partners, please email BTRProjects@bentechre.com.
