He explains how Unum builds digital platforms for employers, brokers, employees, and their families - and why separate journeys often work better than one portal for everyone.
Unum UK tailors role-based digital experiences, integrates real-time data insights, and builds tools for work and wellness - while navigating compliance, legacy systems, and practical uses of AI.
Think intelligent automation, faster responses, and insights that help staff deliver better customer service.
Lio calls this approach “cyborgs not androids.”
By augmenting experienced teams with smart AI support, Unum can scale more efficiently while keeping the human connection intact.
The Importance of High-Quality Data
None of this works without reliable, up-to-date input.
Enriching data - particularly from multiple sources like brokers and employers - remains one of the biggest industry challenges.
Unum has invested heavily in responsible data management and validation systems to address this.
"When employers, brokers, and employees use different digital routes, the design challenge is keeping each journey clear while data, access, and evidence stay consistent behind the scenes."
Early involvement helped Unum move quickly on new products without late rework.
The Employer Portal: A Real-World Success Story
One standout example of successful co-creation is Unum’s employer portal.
Launched in 2024, it was built directly in response to feedback from employer user groups.
The platform simplifies claims and rehab referrals - a pain point often flagged by employers.
The result? 82% of relevant claims and over half of absence referrals from participating employers are now handled through the new portal.
It’s a prime example of speed, relevance, and user-centred design in action.
Scaling Digital in Regulated Environments: Key Advice
His recommendation for other firms is to start by reimagining the experience instead of only digitising old processes.
Legacy systems can be useful, but they’ll only take you so far if you want to scale meaningfully.
Instead, decide what the ideal journey should look like, invest in the right ecosystem, and roll out changes in manageable phases.
This way, you deliver value early, make room for iteration, and reduce regulatory risk at each stage.
The Hardest Question: What Should We Actually Do?
With new tech, rising expectations, and dozens of opportunities to explore, prioritisation is the real challenge.
It’s about balancing what’s required today with what will have the biggest impact tomorrow.
And knowing when to explore the power of AI - and when to pause and ask: who really needs this next?
FAQs
What Is Help@hand?
Help@hand is Unum’s wellbeing app that offers services like GP consultations, mental health support, and lifestyle coaching for employees and their families.
Why Did Unum Build Separate Platforms for Different Users?
Each user group - employers, brokers, and employees - has distinct needs. Building tailored platforms allowed Unum to deliver tools that make sense for each role while integrating data behind the scenes.
How Does Unum Use AI Today?
Unum uses AI to streamline tasks and support staff with faster, more consistent service. The goal is to free up teams to focus on complex human-centred work.
What Type of Data Does Unum Share with Employers?
Unum shares aggregated, anonymised insights from platforms like Help@hand to help employers improve workforce wellbeing strategies without breaching individual confidentiality.
Why Is Compliance Involved Early in Product Development?
Involving compliance teams early helps ensure digital innovations are legal, ethical, and sustainable - without delaying delivery or requiring late-stage fixes.
Sam Kendall works on digital marketing at Beyond Encryption, helping build B2B marketing activity around research, first principles, and sustainable growth. He writes about marketing effectiveness, positioning, customer communications, and digital culture, with longer-form work published at ATNL.
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Sam Kendall
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