Choosing Vision Benefits Isn’t All About the Premium

Why should brokers consider more than just the cost of the premium when recommending a policy?

Premium cost doesn’t necessarily reflect value. The true value of vision benefits comes from how employees experience and use the plan. A low monthly premium may look attractive, but if employees face high out-of- pocket costs when they use their benefits, satisfaction and utilization decline. That’s important, because when employees use their benefits, they get the most value.

Employers gain too. One example: lowering or even eliminating eye exam copays is a proven way to increase exam utilization. This can have a significant impact on employer wellness strategies. Eye exams can detect more than 270 health conditions, lowering medical costs and improving outcomes. And when you consider that employees are more likely to get an eye exam than visit their primary care provider, vision care becomes a vital part of health and wellness. Studies estimate employers see a $7 return for every $1 invested in vision benefits.

But too often, plans are chosen based solely on the lowest premium. Spreadsheets don’t tell the whole story; they can miss opportunities to enhance employee value and optimize ROI.

What pitfalls should brokers look for when choosing a policy with enhanced benefits, particularly in the fine print?

Enhanced benefits sometimes come with hidden restrictions—limited frame brands [for prescription eyeglasses], lens types, or coatings. Brokers should dig deeper: how accessible is the provider network for the enhanced benefits? Do the enhanced benefits cover popular frames and lenses, or do they restrict choice?

Since employees often pay premiums, limiting choice can reduce satisfaction. By clarifying these details, brokers ensure enhanced benefits deliver real value rather than frustration.

In the best-case scenario, how much can a broker save a client with smart vision plan choice?

A smart plan choice can deliver savings far greater than premium costs. Take EyeMed’s Eye360 plan as an example: it eliminates exam copays, adds $50 to the frame or contact lense allowance, and includes a $100 allowance for a second pair of glasses. These savings grow even more when combined with stackable special offers.

Here’s an example of how it works for a member who needs an eye exam and new glasses:

• With Eye360, the exam has no copay;
• On average, frames with single-vision lenses cost around $251 in-network;
• The $50 frame allowance, added to the plan’s $150 base allowance, reduces the member’s out- of-pocket cost to $51; and
• Add a $50 stackable complete pair offer from LensCrafters, for example, and the member pays just $1.

At the end of the day, the member won’t remember that their premium was $1 higher each month. What they will remember is getting a new pair of glasses for just $1. That’s the kind of value a smart vision plan can deliver.

And Eye360’s $100 second-pair benefit (applied after our 40% off second pair discount) gives members even more eyewear options, whether that’s a spare pair of glasses, prescription sunglasses, or prescription computer glasses with blue light filtering for protection and comfort.

What qualities or offerings from a vision partner should brokers keep top of mind, even if the premium is higher than for other plans?

Member experience is key. Also look for an accessible provider network, modern plan design, and coverage that lowers out-of-pocket costs without limiting choice.

Digital tools, interactive resources, and responsive customer service also make benefits easier to use. For example, EyeMed’s call center is open when other benefits call centers are closed. This level of service can often justify a slightly higher premium.

How can brokers benefit from putting in extra legwork for their clients?

Taking the time to evaluate vision benefits holistically builds trust and positions brokers as true strategic advisors. By prioritizing member experience and ROI, brokers set themselves apart in a competitive marketplace and demonstrate a commitment to workforce well-being. This approach strengthens client retention, generates referrals, and creates long-term growth opportunities.