Financial wellness program best practices

You can use personalized financial wellness tools to fuel positive behavior changes and improve your bottom line. These guidelines can help you onboard and engage your team.


Preparation and planning

To introduce your financial wellness program, we recommend in-person meetings followed by emails from a single point of contact, but your company may benefit from a different strategy.  Consider the best strategy for your company.

Be sure to:

  • Have a clear, written description of your program, along with expectations for every party or department involved.
  • Define success. It's important that all parties understand the goal and know how to assess progress along the way.
  • Have a designated point of contact for your participants. We recommend someone from Human Resources (HR), preferably the person who usually sends emails to your employees.
  • Make it simple. Be clear, provide straightforward materials, answer questions simply, and make sure people know where they can find more information.
  • Automate metric tracking and success measurement. This may take the form of setting quarterly, annual or other recurring meetings or sending regular progress reports via email.


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Since financial wellness programs may be new to participants, it’s important to be detailed and clear when explaining the program’s value. Be sure to test your communication program prior to kickoff to ensure compatibility with your internal email capabilities.

For the kickoff:

  • The most successful method for maximizing enrollment is to hold in-person meetings followed by email reminders. If in-person meetings aren’t an option, ask HR to suggest strategies that may be effective.
  • Set participant expectations with action-oriented, educational emails sent throughout the year.
  • Give people the option to enroll on-site directly following the in-person kickoff. Have people available and ready to answer questions or walk employees through onboarding.
  • Some plan sponsors offer incentives. If you wish to do so, make them small and random. For example: Enter employees who log in within 30 days into a random drawing for a gift card. Or, have a drawing for those who complete at least one action item within 30 days of kickoff.


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Continuing engagement

Once participants are signed up for the program, keep them engaged.

To keep the momentum going:

  • Continue to communicate. Send emails, encourage people, and provide answers to common questions.
  • Provide time for personal meetings. If one-on-one meetings are part of your program, encourage participants to schedule meetings as soon as possible after they register and log in.

Contact your Lincoln representative to learn more about our personalized financial wellness program.

This material is provided by The Lincoln National Life Insurance Company, Fort Wayne, IN, and, in New York, Lincoln Life & Annuity Company of New York, Syracuse, NY, and their applicable affiliates (collectively referred to as “Lincoln”). This material is intended for general use with the public. Lincoln does not provide investment advice, and this material is not intended to provide investment advice. Lincoln has financial interests that are served by the sale of Lincoln programs, products and services.