28 pages. "To meet rising workforce expectations and compete for scarce talent in the wake of the COVID-19 pandemic, employers have attached significantly more value to their nonmedical benefits programs and are looking to address emerging and unmet needs.... Many market segments remain underpenetrated, particularly small and midsize employers. Benefits participation among current workers can also be significantly improved. There is an additional opportunity associated with the massively underserved segment of nontraditional workers who want, but don't have access to, benefits. These promising growth opportunities will attract intense competition from both new and existing players."