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Get Ready for Segmentation: Guidance for a Strong Start

By   ·  4 minute read

Coming Soon: Segmentation is on its way and will be ready for use in May 2026. Check out this sneak peek of how it works, so you can start planning now.

Segmentation is a frequent client request for customizing wellbeing programs. We’re pleased to introduce this feature, ready for use in May 2026, and support you in using it effectively.

With segmentation, the goal is to make the experience simpler and more relevant by tailoring content, challenges, and resources for specific sub-populations within your participant base. While segmentation can add value in certain situations, it is not necessary for every program. These best practices, along with recommendations from your Client Success Manager, will ensure your program supports meaningful engagement without adding unnecessary complexity.

This guide will help you prepare, understand segmentation, and use it to strengthen your program.  

Best practices and guidance for segmentation:

What Segmentation Is (and How It Works)

Segmentation shows or hides content, resources, or challenges for specific participant groups using your eligibility data file. This ensures participants see only relevant content, reducing clutter and confusion. 

Segmentation can be applied to several platform features:

  • Resource Posts: This is our most common segmentation request. Your Client Success Manager can create up to three targeted versions of each resource post for different groups. 

    • Example: A medical benefit resource post to show for enrolled members only. 
  • Group Challenges: A single standard group challenge can be adapted into up to three segmented challenges, each operating independently. Groups join versions tailored to their needs without launching separate initiatives.
    • Example: Offer different group challenges to different work locations, or employees vs. spouses.
  • Personal Challenges and Video Courses: Capabilities allow up to three different segments. Due to the interconnectedness of health and wellbeing, segmentation is reserved for situations where it clearly improves program relevance or outcomes. Otherwise, keeping a shared experience helps maintain simplicity and a stronger sense of connection across your population. 

Your Client Success Manager will guide you through the process of deciding and implementing segmentation based on your specific program needs and goals. You can request custom segmentation beyond the standard limit of three. Your Client Success Manage will provide a quote tailored to your needs.

 

Best Practices for Using Segmentation Effectively

Segmentation works best when it enhances relevance while keeping the overall experience simple and connected. The goal is to use it intentionally, so participants see what matters most to them, while still feeling part of a shared program.

Your Client Success Manager will provide guidance and recommendations tailored to your population, goals, and program design. This helps you apply segmentation effectively without unnecessary complexity.

Below are a few ways to approach segmentation to maximize its value.  

1. Build a strong shared foundation

Start with a core experience designed for everyone. Use segmentation to enhance it, adding targeted communications to support sustained engagement. 

This approach keeps your program cohesive and supports company-wide connection, while allowing you to tailor select elements for specific groups.

Where segmentation adds value:

  • Tailoring challenges by location or role
  • Aligning resources to specific benefits or eligibility
  • Highlighting content that is especially relevant to certain groups

What to keep in mind: Segmentation is most effective when it’s used to enhance clarity and connection, not replace it. A thoughtful approach helps participants find relevant content and feel included. 

  • Keep a strong sense of community by maintaining opportunities for company-wide participation and connection
  • Ensure participants can quickly access resources without having to navigate multiple versions
  • Consider how segments may impact locations or spouses, so information remains visible to those who need it - for example, segmenting resources by gender could unintentionally exclude information relevant to covered spouses

2. Using segmentation to deepen insights and keep data trends clear

Maintain shared program elements to track overall engagement. Use segmentation to study patterns in specific groups. This balance helps you see the full population and targeting opportunities to drive strong results. 

Where segmentation adds value:

  • Exploring how distinct groups respond to challenges (e.g., do different generations prefer different types of challenges?)
  • Testing whether certain resources resonate more with specific locations or populations
  • Identifying opportunities to refine and improve future programming

What to Keep in Mind: Balance learning from your full population with insights from smaller groups. Use segmentation to add detail without impacting overall trends.  

3. Meeting people where they are vs. guiding actions based on risk only

Health and wellbeing are personal. One participant’s motivation might come from a health concern, while another individual may be driven by financial stress or life circumstances. A thoughtful approach to segmentation helps highlight what’s most relevant, without limiting access to broader support. 

Where segmentation adds value:

  • Meeting participants where they are by surfacing resources that address varied needs - not just risks
  • Supporting different motivations for engagement, including physical, mental, financial, social wellbeing, and more
  • Guide next steps by relevance by maintaining flexibility so people can explore other interests
  • Make experiences personal based on the full individual, not just one data point

Segmentation guides action but works best with flexibility. Let participants explore and access many resources to meet needs and grow engagement. 

4. Maintaining compliance with segmented program elements

Design segmented experiences so that all participants can engage equitably, regardless of how the content changes. Good design allows for diverse experiences while providing equal opportunities to participate, complete activities, and earn credit. 

Where segmentation adds value:

  • Adapting programs to reflect different populations, roles, or regions
  • Aligning experiences with varying benefit structures or eligibility requirements
  • Supporting global populations with flexibility to meet local needs and regulations

What to keep in mind: For each group receiving a segmented experience, offer an equivalent option for others. This keeps program requirements consistent and supports fair access to participation and rewards. Thoughtful design also helps meet compliance standards by ensuring reasonable alternatives and equal opportunity for engagement. 

 

How to Use Segmentation Strategically

Segmentation is most valuable when you can answer “yes” to these questions:

  • Does it simplify information? Segment resources by plan type, employment status, or other key factors to remove clutter.
  • Does the data show a need? Identify trends that reveal clear differences between sub-populations, such as health risks, engagement, or preferences.
  • Will segmentation let you collect useful new data? Evaluate challenges or courses with specific groups before broader rollout.
  • Can segmentation resolve known sticking points? Use it to deliver slimmed-down programming, tailored resources, or simplified information.
  • Does segmentation support existing programming differences? Streamline content for groups with distinct program needs, like employees vs. spouses.

Separately, features such as Coaching programs and the Rewards Page will now adapt automatically based on specified eligibility criteria. This will allow participants to see only programs or rewards for which they are eligible, simplifying their experience without introducing unnecessary complexity. Simply let your CSM know which eligibility criteria to use and Navigate will manage the rest!

 

Your Client Success Manager will collaborate with you to decide if segmentation fits your program. Focus on meaningful segments, rely on accurate data, and apply segmentation selectively for outcomes.

Learn more about Navigate's 2026 Product Roadmap and watch the replay here →