Executive Summary

U-Haul is a national enterprise with a workforce of over 33,000 employees, all with vastly different needs and priorities. Their teams do not have a centralized office but instead are spread around the country in various roles, including corporate, field, and customer-facing positions. 

To meet the unique needs of their workforce, they utilized a multi-faceted benefits approach based on clear communication, on-site engagement, and hands-on support. 

U-Haul’s benefits strategy resulted in outstanding employee engagement.

Challenge 

U-Haul’s vehicle rental services rely on employees in all walks of life. They have different schedule requirements, income levels, and responsibilities. Many are not behind a desk working a 9-to-5 job, which makes communicating a benefits plan and generating engagement far more challenging. A traditional benefits strategy focused solely on white collar office positions would be too limited in scope to adequately address U-Haul’s needs. 

U-Haul needed a competitive employee benefits strategy that did not force employees into standardized boxes. Instead, they wanted an employee benefits package that would:

Engage a diverse workforce: Their benefit package had to appeal to all U-Haul employees, including those with limited knowledge of pet benefits. It had to accommodate a wide range of budgets and offer varied levels of support.

Stand out during open enrollment: U-Haul’s employee market is highly competitive. They are expected to offer a voluntary benefits package that incorporates inclusive services, forward-thinking opportunities, and next-level options. They wanted to offer a solution that didn’t overwhelm employees but improved talent recruitment, retention, and satisfaction.

Drive participation: U-Haul’s benefits team wanted a solution that reflected employees’ real-life needs, not just looked good on paper. To increase employee satisfaction and retention, they needed to ensure that their benefits package would actually be used and valued. Benefits had to drive real participation across their large and varied employee population. 

Deliver hands-on, reliable support: In addition to providing excellent workplace benefits, the company also needed a partner to facilitate the process, support them through implementation, and be there for HR teams and employees at every stage of the process, even post launch.

U-Haul recognized that even a strong strategy and total rewards package would fail if it was unnoticed or underutilized. They wanted a solution that would be seen, understood, and appreciated by employees.

The Solution 

U-Haul wanted to build a great benefits package. Pet benefits were an integral part of that. Their goal was to remove friction and create a great employee experience based on trust. It was also about guiding employees to the best choices for their needs. They accomplished this through the following steps. 

A Guided, Multi-Touch Enrollment Experience Increased Interest

It’s important for employers to provide a multi-touch enrollment experience, one that is engaging and offers support at every phase of the process. U-Haul’s approach included:

• Plan options that clearly communicated their value
• Decision support without pressure to encourage action
• On-site engagement that provided hands-on support when needed

These tools helped to encourage participation and helped alleviate some of the most common roadblocks and questions. 

Multiple Plan Options Helped Employees Find the Right Fit

The wide range of needs in U-Haul’s workforce made it necessary to offer more than one option. To that end, they worked with Pet Benefit Solutions (PBS) on a benefits package that would work for every pet, every need, and every budget. This allowed everyone who desired a plan to find the right fit, even employees would normally not enroll in a pet plan.

Interactive Enrollment Quiz Generated 40% Conversion

Providing real-world tools allows employees to gain a better understanding of options. PBS’s simple, guided quiz helped U-Haul employees better understand how pet insurance and pet insurance alternatives could meet the needs of their unique pet family. Each person was matched with the best plan based on actual need. About 40% of employees who completed the quiz went on to enroll in at least one of the pet benefit plans available to them. 

On-Site Engagement Delivered Clarity at the Point of Decision

Just as critical was the implementation of authentic, in-person interactions. This meant more than just handing out a brochure. Instead, team members were available on-site to have real conversations with employees and answer their questions. Live support helped move people from initial curiosity in pet benefits to recognizing their tangible value and deciding to enroll.  

On-site engagement included:

• Custom-branded flyers and table-top displays with QR codes for easy access from phones and tablets
• Giveaways that drew employees to the booth, including branded stickers and cat and dog toys
• Employees earned stamps on bingo cards for visiting booths. Completed bingo cards were entered into a raffle to drive interaction
• Table displays linked directly to the PBS enrollment page, making it easy to explore plans and enroll

Dedicated Account Manager Support Made Implementation Seamless

To ensure the entire process worked as expected, PBS assigned U-Haul a dedicated account manager who was available before, during, and after launch to consistently provide hands-on support. This strong working relationship between U-Haul and PBS resulted in a smooth rollout for all involved. From implementation through post-launch, the team stayed closely involved every step of the way.

The Results

U-Haul’s benefits strategy and partnership with Pet Benefit Solutions resulted in outstanding employee engagement:

• 7% of employees enrolled nationwide
• That equals 2,393 employees enrolling in one cycle across a 33,000+ employee workforce with zero employer contribution.
• 40% of employees who completed the enrollment quiz enrolled in at least one benefit.
• Strong engagement stemmed directly from a plan design, communication, and support process that aligned with the unique needs of the U-Haul business model.

U-Hauls approach proved that when employees understand their options, they enroll.

More so, Pet Benefit Solutions was able to scale participation across enterprise-level groups seamlessly, creating an opportunity for achieving better outcomes. Employees received accessible workplace benefits that addressed their real needs and had better control and insight into their options. 

The entire experience highlighted the value of pet benefits and the real financial rewards they can provide when driven by hands-on employee engagement during the benefits enrollment process. 

Pet Benefits for Every Pet, Every Need

Choice. Clarity. Real support at the moment of decision. That’s what drove U-Haul’s results. If you’d like to experience the same for your company, contact Pet Benefit Solutions today. Whether your employees need pet insurance for the unexpected, options for routine care, or everyday pet care savings, we have a plan that fits.