As a former CFO and COO, I was frustrated by my limited options to support my entire team. No matter what perk I brought in, <10% of the team would use it. This was incredibly expensive for the company - and ultimately didn’t meet the needs of our teams. I wanted software that allowed me to say "yes" to my entire team whether they wanted childcare, or surf lessons, or meals for their aging parents.
The result of the existing solutions was a vicious cycle of only being able to recruit more talent like the folks we had on the team. And our teams were far too homogeneous.