Exploring AI to simplify health insurance plan selection
A leading U.S.-based health benefits provider needed to simplify the complex health insurance selection process and build employee trust in plan information. Turnberry designed and tested an AI Assistant that guided employees through their benefits decisions and validated the potential for AI-driven experiences.
Client challenge
Our client wanted to understand how artificial intelligence could influence the way employees search for and select a health insurance plan. This process is often complicated by unfamiliar terminology, multiple plan comparisons, and long-term financial implications. As AI becomes more common in digital experiences, the organization needed to evaluate employee readiness, potential hesitation, and the impact AI could have on decision-making and brand trust. They also wanted to determine whether AI could simplify plan selection without compromising confidence in the information provided.
Our solution
The client partnered with us to plan, build, and test an AI Assistant to support employees during their health insurance selection journey. Through three collaborative design sprints, we rapidly developed a functional AI prototype grounded in plan-specific data to ensure accuracy and relevance. The prototype was built in under a week using modern AI-driven development approaches. This enabled immediate usability testing with real employees, allowing the client to observe interactions, assess usability and trust, and gather direct feedback to validate the concept and guide future implementation.
Results
The usability study showed strong validation for AI in the benefits experience. Eighty-three percent of participants found the assistant helpful, and 50 percent now expect AI to be part of future health insurance selection. Employees engaged with the assistant intuitively and expressed greater trust when responses were clearly tied to the organization’s own plan data. This demonstrated that AI can reduce complexity and help employees move from uncertainty to confidence faster, giving the client the insight and momentum needed to advance toward implementation.
