By Pamela J. Brown | Executive Vice President, Head of People & Culture | Crunch Fitness
At SHRM25 in San Diego, a packed room of HR professionals came together around one big idea: our current approach to benefits; health plans, HSAs, 401(k)s isn’t working as well as it should. Why? Because we present these benefits in silos. And when people don’t see how the pieces fit together, they lose out. We lose out.
Employees miss opportunities to save. They miss the chance to feel confident and ready—not just for a medical bill, but for retirement. The good news? HR can be the bridge.
Let’s Take the Fear Out of Health Plans
When employees hear the words high deductible, they often stop listening. Larry Maistelman, Benefits Strategist and HSA Educator at Alerus, put it simply: “I become the Charlie Brown teacher.” He offers a better way in, change the language. Instead of calling them High-Deductible Health Plans, call them Low Premium Plans. When we shift the conversation to focus on what people gain; lower monthly costs, access to negotiated rates, employer HSA contributions, we open the door to real understanding.
HSA Education: The Game-Changer Hiding in Plain Sight
Health Savings Accounts are one of the most powerful financial tools we offer. Triple tax free. Flexible. Long term. But only 9% of employees invest their HSA funds. Most use them like a debit card, money in, money out, and miss the wealth-building opportunity.
Kevin Mahoney, Financial Advisor at Raymond James, calls it like it is: “Not one nickel should sit in cash after you’ve covered your out-of-pocket max.” The problem? Most employees don’t know they can invest. And often, HR teams can’t legally advise them. So the topic gets two slides at open enrollment and is forgotten.
Let’s change that. Instead of “use it or lose it,” let’s teach people to stow it and grow it.
Financial Wellness Is Not a Perk. It’s a Strategy.
Financial stress shows up at work. In missed deadlines. In low engagement. In turnover.
Kevin reminded us that employees spend eight hours a week worrying about money—and half of that is on the clock. Harrison Newman, Vice President at Corporate Synergies and NYC SHRM’s VP of Marketing & Communications, connected the dots to organizational health: if people can’t afford to retire, they delay, and that blocks the path for emerging leaders. Culture suffers. Growth stalls. HR can lead here, not with more products, but with smarter conversations. When we connect the dots between health, wealth, and purpose, employees get clarity. And with clarity comes confidence.
Strategy, Not Set-It-and-Forget-It
HSAs aren’t one-size-fits-all. They’re fluid. People can change contributions monthly. They keep the funds forever. That flexibility means HR can personalize engagement, if we pay attention.
Larry encourages teams to request a simple report from your HSA provider. It’s called a “banking detail report.” It shows who’s saving, who’s spending, and who’s investing. Use it to spot gaps and guide your communication strategy.
Don’t leave this to chance. Align your HSA approach with your 401(k) strategy. Make sure your health plan broker and financial wellness partners are in sync. As Kevin said, “When these partners work together, your people win.”
One Last Word for the Next Generation
The generational lens matters. As younger employees enter the workforce, they’re hungry for guidance that goes beyond enrollment packets. A young attendee asked, “Should I prioritize a Roth or an HSA?” Larry didn’t hesitate. He told his own daughter to max out her 401(k), then open an HSA when she turns 26. “That strategy will make her a millionaire,” he said.
This is the real opportunity, helping employees, at every stage of life, feel ready. Ready for a doctor’s bill. Ready to invest. Ready to retire. Ready to lead.
This Is What HR Does Best
At our best, we don’t just build benefits, we build belief. We connect people to the tools that make their lives healthier, wealthier, and more secure. And in doing so, we create cultures that attract and keep great talent.
This isn’t just about open enrollment. It’s about opening minds.
Let’s start calling these plans what they are, opportunities. Let’s make “triple tax-free” something people actually understand. Let’s close the gap between what we offer and what people use.
That’s not just good benefits. That’s smart leadership.
Pamela J. Brown is the Chair of the Marketing and PR Committee for NYC SHRM. She supports operational marketing efforts for Special Interest Group (SIG) and cornerstone events, working closely with Co-Chairs Joanna Maleszewski and Eric Paulsen to elevate visibility for the organization and its members. This article reflects Pamela’s insights.
Further reading: SHRM covered what was said at the session; for additional coverage of this amazing session, please see below:How to Connect the Dots Between Retirement, Health Benefits for Workers
