In the bowl of a stand mixer, combine warm milk, yeast, and honey. Let sit 5–10 minutes until foamy.
Add pumpkin puree, egg, and softened butter. Stir to combine.
Mix in flour, salt, and seasoning of choice. Knead with a dough hook for 6–8 minutes until smooth and tacky.
Place dough in a lightly oiled bowl, cover, and let rise for 1–1 ½ hours, or until doubled.
Punch down the dough and divide into 12–15 equal pieces. Shape into balls and place on a parchment-lined baking sheet or in a greased 9x13 pan.
Cover and let rise for 30–40 minutes until puffy.
Preheat oven to 350°F. Brush rolls with melted butter or milk. Bake 20–24 minutes, until golden and the centers reach 190–195°F. Tent with foil if needed.
Brush warm rolls with melted butter and serve.
Notes
Dough should be slightly tacky but not overly sticky. Add flour one tablespoon at a time if needed.
For make-ahead: Refrigerate shaped rolls overnight, then let rest at room temp 30 minutes before baking.
To freeze: Bake fully, cool, then store in an airtight bag. Reheat at 325°F until warmed through.