Why engagement drops...
and how we fix it
1
Lack of value perception
We deliver visible savings and perks members appreciate.
2
Low platform adoption
Intuitive, branded portal and mobile app that members love to use.
3
Poor personalisation
Targeted campaigns and content, powered by data.
Report
Member Benefits Benchmark Report 2026
What do members actually engage with — and what does that tell you about the health of your benefits programme?
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This report brings together platform data from across Parliament Hill's member base with sector research on engagement trends, spending behaviour, and digital habits.
It's the first time this data has been published as an industry benchmark.
Why It Matters
Members are making sharper choices about value
Engagement is concentrated
Across 90 member organisations, three benefit categories (shopping, travel, and entertainment) account for 57% of all platform activity.
Communication drives behaviour
Member email campaigns on the Parliament Hill platform achieve a 47% average open rate, more than double the industry benchmark of 33.5%.
Mobile is now the default
69.5% of platform access happens on mobile. If your benefits aren't optimised for it, most members won't engage.
What's Inside
What's included
Platform engagement data from 90 member organisations and 1.3 million+ active users, covering benefit clickouts, device usage, and communication performance
Category-level analysis of where members actually spend their engagement and which categories are growing fastest
Email benchmarking data across 1,900+ campaigns, with open rate, click rate, and peak performance comparisons against sector averages​
Practical takeaways for membership directors on communication, digital experience, and benefit strategy
