Lincoln’s WellnessPATH® Marketplace connects employees with a suite of financial wellness solutions to help them plan, save and navigate key financial decisions.
RADNOR, Pa., March 26, 2025--(BUSINESS WIRE)--With household debt reaching over $18 trillion in the U.S.1, more and more employees seek financial wellness support from their employers in addition to traditional group benefits and retirement planning services. Lincoln’s flexible wellness program, WellnessPATH® Marketplace, helps employers support their employees in taking action to address their financial concerns. Employees can easily access this one-stop shop for financial wellness benefits and products offered by Lincoln through WellnessPATH® Marketplace, as well as the rest of their Workplace Solutions employee benefits and retirement plan details.
Since launching in 2023, WellnessPATH® Marketplace has expanded to offer 10 solutions to help build employee confidence including:
Student loan support resources
Emergency savings account solutions
Tax preparation discounts
Home, auto and renters insurance
Pet insurance
529 college savings plan finder
Estate planning support
Debt management
Homebuying support*
Additionally, within Marketplace, Lincoln’s simple, interactive WellnessPATH® tool can provide employees with the information and education they need to create a personalized journey to improve their financial wellbeing at every stage of life, from entering the work force, buying a home to nearing retirement. When offered financial wellness resources, nearly all employees surveyed (93%) reported a positive impact2 and 62% shared that they reached or came very close to their goals,3 a Lincoln Financial survey found.
"We’re proud of the expansion of our wellness offerings on WellnessPATH® Marketplace," said James Reid, executive vice president, president, Workplace Solutions, Lincoln Financial. "The expansion of our partnership with Candidly to include access to college savings solutions, as well as the introduction of tax preparation, estate planning and homebuying support solutions through additional partnerships, demonstrates our commitment to helping our customers and their employees reach their financial wellness goals."
Recent Lincoln Financial data found that 85% of employees point to finances as the top stressor which negatively impacts their productivity. A common stressor is their ability to navigate debt, including student loans and consumer debt, as more than eight in 10 workers report having debt, and six in 10 have credit card debt.4 When it comes to saving for retirement, non-participants are more likely to struggle with paying down debt and saving for retirement than workers who are participating in their employer-sponsored retirement plan.
In partnership with Candidly, Lincoln’s WellnessPATH®Marketplace student loan support solutions allows employees to borrow on their own terms by browsing, comparing and applying for offers from top lenders. Additionally, within WellnessPATH® Marketplace, employees can create an emergency savings account – also powered by Candidly – to help employees take charge of their savings to build financial resilience.
Employers have the opportunity to enhance the student loan and emergency savings solutions with the option to make contributions directly to employee’s student loans and emergency savings accounts. These enhancements have the opportunity to further support the individual and has the potential to generate greater employee satisfaction as well as attract and retain talent.
"The most impactful products are born from listening to our clients," said Sharon Scanlon, senior vice president, Group Protection Product, Workplace Solutions Marketing and Customer Experience. "They depend on us to adapt to their employees’ evolving needs, and their input, coupled with our industry research, inspires us to provide solutions that address real-life challenges. Our new WellnessPATH® Marketplace offerings were designed to promote financial resiliency and help them thrive."
Lincoln is committed to the continued expansion of offerings on WellnessPATH®Marketplace and providing innovative workplace solutions to enable more Americans to confidently succeed their way.
About Lincoln Financial
Lincoln Financial helps people confidently plan for their vision of a successful financial future. As of December 31, 2024, approximately 17 million customers trust our guidance and solutions across four core businesses – annuities, life insurance, group protection, and retirement plan services. As of December 31, 2024, the company has $321 billion in end-of-period account balances, net of reinsurance. Headquartered in Radnor, Pa., Lincoln Financial is the marketing name for Lincoln National Corporation (NYSE: LNC) and its affiliates. Learn more at LincolnFinancial.com.
Lincoln is not affiliated with third party vendors provided through the WellnessPATH® Marketplace.
Lincoln will receive a marketing distribution fee for third party products purchased through WellnessPATH® Marketplace. Depending on the arrangement, it may be a flat-dollar fee or a percentage of fees received by the third party vendor ranging from $1 – $600 per transaction.
Lincoln and its affiliates do not provide advice about the products and services offered by third party vendors. The information provided through WellnessPATH® Marketplace is general and educational in nature and should not be considered professional advice. Everyone’s circumstances are different and before making a financial wellness decision, an appropriate professional should be consulted.
WellnessPATH® Marketplace may offer links to third party websites, which are not part of Lincoln's websites ("Sites"). Lincoln does not own, control, or endorse the content or products and services available through these third party websites. Lincoln does not assume any responsibility for any losses or damages in connection with the security, privacy practices, or content of any third party websites. These third party websites may have privacy and security policies that differ from our Sites.
