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In the final instalment of UnitedHealthcare Global’s workplace wellbeing series, we focus on the United States, where employers are embracing a tech-forward, personalised and financially focused approach to health and wellbeing.
The findings from Optum’s 8th annual Wellbeing in the Workplace survey reveal a region that’s not just keeping pace with global trends but in many ways, setting the tone.
A digital-first mindset
US employers are increasingly leaning into digital engagement to drive participation in health and wellbeing programs.
In 2024, 60% of companies reported using health-related mobile apps up from 45% the previous year, and 60% also use mobile messaging to support wellbeing initiatives. These tools are no longer just add-ons, they’re central to how organisations connect with employees across diverse work environments.
The appetite for digital solutions is growing. According to the survey 90% of US companies now invest in digital tools that support healthy lifestyle habits and 76% are purchasing on-demand and live coaching tools, a 23% increase year-on-year.
This shift reflects a broader recognition that digital engagement is not only scalable but also effective in reaching employees wherever they are.
Personalisation over proliferation
While programme expansion was once the go-to strategy, US employers are now prioritising engagement and tailoring offerings to individual needs.
Wellness coaching and health risk assessments are among the most popular and effective programmes, with participation rates of 36% and 34% respectively. These personalised initiatives are helping employees feel seen and supported, driving deeper engagement and better outcomes.
Executive wellbeing is also gaining traction, with 90% of companies recognising the importance of leadership-specific support services, there’s a growing understanding that a culture of health must start at the top.
Professional coaching, stress management and tailored wellness plans for leaders are helping to foster healthier, more resilient organisations.
Financial wellbeing takes centre stage
In the US financial health has emerged as the most addressed wellbeing dimension, with 72% of companies incorporating it into their health and wellbeing strategies.
This focus is reflected in budget allocations: nearly a third (30%) of health and wellbeing funding now goes to financial wellbeing initiatives, surpassing physical (28%), mental (22%) and social (19%) health.
Retirement readiness is also a key concern, especially as the final cohort of Baby Boomers approaches age 65.
With two-thirds of these employees expected to face financial challenges in retirement, employers are stepping up with programmes that include financial counselling, savings support and education on healthcare costs.
Communication and incentives: The engagement engine
US employers are also refining how they promote wellbeing initiatives.
Email and mobile apps are the most effective engagement channels, and nearly all companies now employ dedicated staff to promote health and wellbeing programmes. Incentives remain a powerful tool, with 98% of employers offering rewards tied to programme enrolment, completion and health outcomes.
This strategic combination: targeted incentives, multi-channel communication and personalised support is driving higher participation across the board.
A model for insurers and consultants
For health insurers and wellbeing consultants, the US market offers a clear roadmap: digital enablement, personalised support and financial wellbeing are the pillars of successful engagement.
The opportunity lies not in adding more programmes, but in activating existing ones more effectively.
By helping employers optimise offerings, personalise support and measure outcomes, insurers can evolve from benefit providers to strategic wellbeing partners, empowering organisations to build cultures of care that are inclusive, measurable and sustainable.
To explore more insights from UnitedHealthcare Global visit our content hub – here.
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Source:
8th annual Wellbeing in the Workplace survey from Optum
