Maslow in Fortuna (Perfil): Personalized, Borderless Benefits
Fortuna, a Perfil supplement, highlights Maslow's innovation in talent management with personalized benefits operating across 25 countries.
Article published in Fortuna, a supplement of Perfil, on August 7, 2024. Fortuna Newsroom.
Personalized, borderless benefits: innovation in talent management
Digital nomadism and the need to retain talent drove the creation of Maslow, the new venture from the creator of Taringa!, which already has more than 20,000 users and reach in 25 countries.
92% of Millennials—born between the early 1980s and late 1990s—and 90% of Gen Z—late 1990s to early 2010s—are thinking about changing jobs, according to a survey conducted by LinkedIn. This represents 75% of the current workforce, and for this reason, companies anywhere in the world, of any size and industry, face an unprecedented challenge in talent retention.
Matías Botbol, creator of Taringa!, one of the highest-traffic websites worldwide that reached an average of 75 million monthly users, experienced this problem firsthand. He found in Diego Boryszanski—creator of Fuljaus in 2018, awarded as the best e-commerce startup—and in Ricardo Migoya—who led Voyer International, an executive search firm, for 20 years—the ideal partners to create Maslow, a global technology company with a proprietary platform that enables large enterprises to manage their rewards policy and deliver personalized benefits anywhere in the world.
"We thought the companies that would need our service most would be tech companies, since they require the most attractive and innovative talent proposals, but we found that this is a challenge that cuts across all industries," explains Boryszanski.
The company, which raised $920,000 from Newtopia VC, Bdev Ventures, and angel investors, currently has more than 80 clients, including Havas, LDC, L'Oreal, N5, Nowports, and Manpower, and operates in 25 countries including Mexico, Bolivia, Chile, Colombia, Brazil, Argentina, the United States, Spain, Portugal, and Germany, among others. The platform is used by more than 20,000 users and offers more than 5,000 benefits across Latin America.
"We create a triple impact: on companies, by providing comprehensive benefits management services; on partners and suppliers, who find in Maslow a sales channel for their products and services; and finally, on the employee, the end user, who can decide which benefit to use, how, and when they prefer," adds Botbol.
Digital nomadism is another factor driving the need for HR departments to reinvent themselves and approach retention with a new mindset: "Our benefits have no geographical boundaries. In times when the trend toward fully remote companies or widespread remote work is growing, they need rewards proposals flexible enough to adapt to these new paradigms," explains Migoya, who also leads the company's expansion into Mexico.
"We believe every person deserves the benefits that truly matter to them and access to them in the most efficient way possible. The key is to motivate people with what they need when they need it, as psychologist Abraham Maslow theorized in his hierarchy of needs," the entrepreneurs conclude.