The goal

Content that moves the needle delivers personalized experiences that put the audience in the driver's seat. As I explored ideas, I spotted an opportunity to turn internal sales workflows into customer-facing tools. The Sales team regularly addressed cost and ROI objections by building custom projections, so I surfaced those same calculations in self-serve experiences on the website.

The outcome

I worked with our web developer to conceptualize two interactive calculators. While the project was deprioritized before development began due to shifting priorities, I've included the concept work and landing page mockup below to illustrate the strategy.

ROI of an LSA Calculator: Buyers often cited payroll stipends as an alternative to investing in a benefits platform like Benepass. This calculator would quantify the downside of that choice. Visitors would enter their total headcount and annual stipend contribution per employee to see the cost savings of using Benepass instead of adding money to paychecks.

Turnover Cost Calculator: This calculator would position Benepass as a retention strategy by showing how it could reduce turnover costs. Visitors would input monthly LSA funds per employee, total headcount, and average employee salary to calculate potential savings. The math was based on research showing companies with strong compensation and benefits see 56% lower attrition rates.