How will you be different than bswift.com? As a user of bswift I was given a printed booklet specific to my company and was presented with the easiest web page

How will you be different than bswift.com? As a user of bswift I was given a printed booklet specific to my company and was presented with the easiest web page enrollment and benifit summary I've ever seen. Will you be a competitor to apps like bswift? What are your plans for differentiation (if any)?