WORKPLACE
42% of employers plan to expand or add care as part of their employee benefits. This is just the beginning.
$1.3B
CURRENT
MARKET SIZE
$1.3B
POTENTIAL MARKET SIZE
Employers are waking up to the value of care-related employee benefits.

Care benefits, once an afterthought among the landscape of employer benefits, are now taking center stage. According to research conducted with Springbank Collective, employers are increasingly recognizing that caregiving struggles affect employee performance. Large employers are leading the way in offering a wide range of care-related benefits.They are buying and offering care solutions that go beyond traditional child care subsidies - ranging from support for back-up child care, to long-term caregiver support for their employees' aging parents.

Employers are getting creative in the wide variety of ways they’re removing care friction from their employees' daily lives.

46% 56% 44% 53% 47% 52% 42% 52% 43% 50% 44% 50% 40% 50%

The Menu of Care Benefits

Employers have a growing menu of care benefits that they are able to offer their employees. Here are some  are the list of options that companies are looking at
For Child care, elder care, and long-term care
  • Care coordination services
  • Covering the membership cost of online platforms to find care (full-time or back-up)
  • Subsidization (partial or full) via Dependent Care Flexible Spending Account (DFSA), cash, partnership with care provider, or on-site child care
For all caregivers
  • Health and wellness
  • Mental health support
  • Disability support
  • Flexible work arrangements
  • Paid Leave policies
  • Family planning (fertility and adoption cost support)
  • Long-term / short-term care insurance access
  • Emergency child and elder care leave
  • Bereavement leave
Return-to-work support
  • Flexible schedule
  • Breastfeeding support and/ or accommodations (i.e., nursing room, breast milk shipping)
  • Parent programming and/or expert advice
The best talent want work cultures that support their roles as caregivers.
Caregiving has evolved from a temporary challenge into an ongoing employment concern and opportunity for building loyalty. Care benefits are gaining momentum—and not just for salaried office workers, but for a wide range of their full- and part-time counterparts. Employees are starting to view care-related benefits as table stakes, and are looking for a range of ways to support their employees.
Before COVID, [employees] appreciated backup care for travel at the last minute or if their babysitter was sick, but when COVID hit, it became employees contacting me realizing, ‘I need this everyday.’ So our employees now see [caregiving responsibilities] as something we should help them take care of.”

- Benefits Lead, Fortune 500 company
We thought it would be a blip around school closures, etc. with COVID, but we’re now seeing [care] as a real concern of employees that will stay. This is a top priority for attraction and retention, and is a concern of employers all over the board.”

- Benefits broker
Over the last year, we met with 80 [employers] to discuss these offerings, and probably 60% chose to [purchase] a solution for caregiving.”

- Benefits broker
This is no longer a headquarters issue. This is about your employees inside or outside, part time or full time. [If] you need time off... take that time off -- go to the doctor with your father.

- Benefits broker
400%
growth in corporate benefit channel

From 2019 to 2020, leading child care startup UrbanSitter’s corporate benefit channel saw huge growth -- indicating the wave of employer interest in purchasing care benefits for their employees.

~1%
benefit spend on care-related services

Qualitative interviews indicate that only ~1% of 
overall employee benefit spend is on care-related services, leaving plenty of room for growth.

As care benefits start to take off, we are seeing key categories emerge that employers are keen to purchase...
Care concierge
Support for families and caregivers with care coordination
Family planning
Guidance for families through the entire journey to navigate fertility and parenting
Return-to-work
Technology to improve workplace flexibility, career progression, and friendliness to assist working parents
BEHAVIORAL-CARE
Helping employees with stress management and overall well-being