Over nine in 10 shoppers now choose retailers based on convenience, and 60% of consumers prefer to transact with financial institutions that provide a single platform. Meeting customers where, when and how they want has become table stakes for modern business, justifying investment in the technology that supports it.

Now, it's the benefits industry's turn.

Almost half of Americans rely on employer-sponsored benefits to access healthcare for themselves and their families. However, traditional benefits models struggle to keep up with their evolving needs. People deserve modern, frictionless benefits that are flexible, relevant, personalized and easy to understand and use.

To get there, the benefits industry will need to take a page from the leader in unified, convenient customer journeys: Amazon and its Fulfillment by Amazon (FBA) service. Here's what this data-powered approach has in common with the modern benefits experiences of the future as well as how organizations can start delivering a frictionless experience for their employees today.

Tech-Enabled Simplicity

With FBA, third-party sellers leverage the company's global fulfillment network to build trust with customers and grow their business. Sellers simply ship their inventory to the nearest fulfillment center, and Amazon takes care of the rest—packing, shipping, delivery, customer service and returns. All buyer and seller data is kept in sync by the Amazon platform.

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