Correcting course

One main theme runs consistently through our findings: the gap between intention and impact. When it comes to benefits, leaders are heavily invested in supporting their people, but their ambition is too often undermined by uncertainty, over-reliance on personal experience, or inadequate communication.

In the absence of evidence and clarity, leaders’ decisions are often reactive rather than strategic. And while AI tools are stepping in as a crutch, they are likely to deepen the issue if not paired with trusted human advice. Even when benefits are well-designed, the failure of many SMEs to effectively engage employees means that many go unused. If these blind spots aren’t addressed, they can undermine both value and impact.

Fortunately, none of these challenges are insurmountable. Clarity, confidence, and communication – not business size – are the real differentiators in whether benefits succeed. For SMEs, this means seeking out guidance, measuring impact, and ensuring that benefits aren’t just offered, but encouraged. For employees, support must feel relevant, inclusive, and stigma-free.

The task ahead is a complex one: to bridge the gap between what leaders believe they’re offering, and what employees actually experience. If SMEs succeed, they won’t just avoid wasted spend – they will build workplaces where benefits genuinely deliver on their promise of showing people they are valued.