Equitable Launches New API Capability to Simplify Benefits Plan Setup
“Equitable is focused on making workplace benefits simpler,� said Alyssa Arellano, Head of Product and Technology Solutions for Equitable’s Employee Benefits business. “Our new API capability acts as a digital bridge between systems, enabling automatic creation and configuration of employee benefits plans for small and medium-sized businesses. This eliminates manual data entry and significantly reduces the time and effort brokers need to onboard their employer clients.�
This new API capability is available to brokers immediately after completing the first step in Equitable’s digital onboarding process. This is especially valuable for brokers working under tight timelines, allowing them to move from sale notification to enrollment readiness in just hours. This innovation represents a meaningful shift in how brokers and employers engage with insurance benefits � replacing traditionally paper-heavy, error-prone workflows with seamless, intuitive digital experiences.
This new API capability builds on the success of Equitable’s Digital Onboarding solution, launched in 2023, which has already delivered positive impacts across several key areas:
- Adoption � More than two-thirds of brokers selected Digital Onboarding as their preferred implementation method for onboarding new benefit plans.1
- Speed � Eighty-nine percent of brokers reported faster implementation timelines.2
- Client satisfaction � Ninety-seven percent of brokers said doing business with Equitable was easy, underscoring the company’s commitment to user-friendly experiences.3
“In an industry often slowed down by outdated systems and manual processes, we’re proud to offer a smarter, more modern solution,� said Stephanie Shields, Head of Equitable’s Employee Benefits business. “As a carrier without legacy systems, we can be nimble. We have the room to test and learn, implementing the technologies that can deliver the desired outcomes for our clients.�
Equitable’s Employee Benefits business serves more than 12,000 small and medium-sized businesses with a comprehensive suite of products, including group dental, vision, life, short- and long-term disability, and supplemental health offerings such as accident, critical illness and hospital indemnity insurance. These products are distributed through Equitable Advisors financial professionals and a broad network of national, regional and local brokers.
Equitable’s Employee Benefits business also has one of the fastest growing in-force books of businesses in the Group Benefits category as of year-end 2024.4 To learn more about Equitable’s Employee Benefits technology ecosystem, watch this brief .
About Equitable
, a principal franchise of (NYSE: ), has been one of America’s leading financial services providers since 1859. With the mission to help clients secure their financial well-being, Equitable provides advice, protection and retirement strategies to individuals, families and small businesses. Equitable has more than 8,000 employees and Equitable Advisors financial professionals and serves 3 million clients across the country. Please visit for more information.
Reference to the 1859 founding applies specifically and exclusively to Equitable Financial Life Insurance Company.
EB360® is a registered mark of Equitable Holdings, Inc. (NY, NY). Equitable is the brand name of the retirement and protection subsidiaries of Equitable Holdings, Inc., including Equitable Financial Life Insurance Company (Equitable Financial) (NY, NY), and Equitable Financial Life Insurance Company of America (Equitable America), an AZ stock company with an administrative office in
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1,2,3 Equitable Voice of the Customer survey, “Broker & Employer Implementation Experience Survey Results� (1/1/25 peak season results, October 2024 � February 2025).
4 Based on LIMRA's Q4 2024 carrier reporting of in-force group coverage.
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Media:
Monique Freeman
(212) 314-2010
[email protected]
Source: Equitable
