This year, a clear theme continued to emerge across conversations in the market: It's not enough to offer strong employee benefits.
The true value of any employee benefit lies in whether it reaches the people it was designed to support. When employees are uncertain about what benefits are available, whether they qualify, or how to access care, even the most robust offerings can go unused. This is especially true for complex benefits like fertility and family-building support, where navigating coverage and care pathways can feel overwhelming. Clear, ongoing communication helps employees make informed decisions, increases utilization, and enables employers to realize the full value of their investment through improved employee well-being, retention and productivity.
This challenge continues to shape how I think about benefits today. In a recent conversation with Mindy Christopher, Benefits Manager at The RealReal, we explored what it takes to move beyond access and cost containment to true engagement and impact. One insight stood out clearly: utilization.
The RealReal has the highest utilization across Kindbody's entire book of business, a distinction that reflects a thoughtful and intentional approach to benefits strategy. That naturally raises an important question. How did they achieve it, and what can other employers learn from their approach?
Here is what we learned.
Employee demographics shape relevance and engagement The RealReal's workforce is approximately 60 to 65 percent women, with more than half between the ages of 30 and 37. This life stage is closely tied to family-building needs, making fertility benefits highly relevant and increasing natural engagement with the program.
ERGs turn awareness into action The Women's ERG played a direct role in shaping benefits strategy by organizing a petition for expanded egg freezing coverage, gathering signatures and presenting the case directly to the CFO. This created a direct line between employee voice and leadership decision-making.
Simple, consistent communication reinforces utilization A monthly "Did you know" email series delivers snack-sized benefits education, including regular features on Kindbody. This cadence helps keep benefits visible and top of mind without overwhelming employees.
ERGs amplify trust and word of mouth Across Women's, Parents, and LGBTQ+ ERGs, Kindbody is frequently discussed in peer-to-peer conversations. This organic reinforcement has proven to be one of the strongest drivers of awareness, trust, and sustained utilization.
Plan for the next life stage to sustain utilization over time Mindy also shared that while menopause care is not a benefit The RealReal currently offers, it is already on their roadmap as their workforce evolves. This reflects a more advanced approach to benefits strategy. It is not just about meeting today's needs, but anticipating what employees will need next.
The conversation ultimately reinforced a broader shift in how employers need to think about benefits. It is not enough to offer comprehensive programs. Employers must meet employees where they are, make benefits visible and easy to understand, empower communities to amplify awareness, and plan ahead for the moments that matter next. When those elements come together, utilization follows, and with it, the full value of the investment.
