bswift LLC, a long‑standing provider of benefits administration technology, announced on March 31 2026 that its Evive Profile Builder tool is now built directly into the Emma EnrollPro guided enrollment experience. The integration shifts preference capture from a separate step to the core enrollment flow, allowing employees to record health interests, priorities, and condition concerns as they select their benefits.
A tighter loop between enrollment and engagement
Emma EnrollPro already uses AI‑driven to guide users through plan options, but the new feature adds a layer of personalization by pulling preference data into the same session. According to bswift, the combined system can now draw on “millions of data points, including claims and spending behavior, enrollment and eligibility data, and aggregate patterns across employee interactions over time.” This richer signal set is intended to make nudges and recommendations more timely and relevant throughout the employee lifecycle.
Why the move matters for enterprise HR tech
Enterprise benefits platforms have struggled to balance compliance, usability, and personalization. By embedding preference capture, bswift aims to reduce friction for users while giving employers a clearer view of workforce health priorities. The company cites internal analysis of Evive Profile Builder responses since 2024, noting that:
- 71 % of participants flagged fitness as a top interest
- 61 % highlighted retirement planning
- 53 % mentioned nutrition
On the condition side, the data show:
- mental health topped the list at 45 %
- high blood pressure (26 %)
- asthma (19 %)
These aggregates can inform benefits strategy, but bswift stresses that effective engagement still requires targeted outreach based on the nuanced segments revealed by age, gender, claims history, and other variables.
AI‑native guidance stays front and center
The enhancement aligns with bswift’s broader push toward AI‑native benefits management, branded as Emma Intelligence. This engine processes plan rules, eligibility criteria, claims signals, and now employee‑selected preferences to generate real‑time guidance. Ted Bloomberg, CEO of bswift, said, “We believe employees should have a greater sense of ownership in their benefits experience. When they can quickly express what matters to them during enrollment, it builds confidence from the start. At the same time, employers gain more insight into the priorities of their population.”
Matt Waldrup, EVP of Product, added, “These are straightforward changes making an outsized impact. The best product enhancements are the ones that feel simple to the user but create meaningful downstream value. By making profile setup a natural part of enrollment, we can increase participation without adding friction and deepen the intelligence that powers more relevant engagement over time.”
Expanded campaign library and continuous refinement
Beyond the enrollment tweak, bswift highlighted its ever‑growing library of Evive campaigns—now exceeding 200 pre‑built nudges covering:
- preventive care
- prescription savings
- retirement readiness
- health spending
The company says the expanded data set helps it fine‑tune these campaigns, ensuring that the right message reaches the right employee at the right moment.
Availability and next steps
The integrated Emma EnrollPro with embedded Evive Profile Builder is already live for existing bswift customers. Enterprises looking to modernize benefits enrollment can adopt the feature without additional hardware or third‑party services, leveraging bswift’s cloud‑based platform.
