INTRO
From short-term child care fixes to long-term family impact
Child care support is critical—but it’s just one part of the caregiving puzzle. For working parents, the need for guidance, structure, and support doesn’t disappear once parental leave ends. In fact, that’s often when it intensifies.
A major fitness company recognized this truth early. While their initial child care solution met some short-term needs, it fell short of supporting parents through the full lifecycle of caregiving. By expanding theirpartnership with Cleo and replacing a costly, low-utilization vendor, this company created a more inclusive, high-impact family benefits strategy—one that delivers meaningful, personalized support from infancy through the teenage years.
A narrow solution for a world of complex family needs
This fitness leader had long partnered with Cleo to support employees through pregnancy and newborn care. But when it came to child care, they relied on a separate vendor whose offering:
- Only handled the logistical part of child care, and nothing surrounding
- Came at a high cost with low utilization
- Failed to address evolving needs like school transitions or teen support
- Left many parents without relevant resources as their children aged
CUSTOMER QUOTE
"Finding and paying for backup care is just one part of the entire caregiving journey. Cleo is the only vendor we have heard from that has really expanded the conversation to what caregivers at all stages really struggle with, and what more comprehensive support could look like."- HR leader
THE SOLUTION
One platform. Every stage of parenting.
After reassessing performance and cost, the company made a decisive move: sunset their standalone child care vendor and expand their partnership with Cleo, integrating Cleo’s Child Care & Enrichment (CC&E) program into their existing offering.
This expansion enabled the company to:
- Consolidate fragmented solutions under a single, trusted platform
- Support the full parenting journey—from toddlerhood through high school
- Provide personalized, high-touch guidance around child development, enrichment activities, educational planning, and more
- Ensure equitable access to support for all parenting employees, not just those seeking child care
But the CC&E offering was just one piece of a larger transformation. Cleo’s platform already delivered personalized coaching, expert content, and real-time support across pregnancy, postpartum, and parenting. Now, the fitness leader’s employees had continuity of care—a seamless experience as their children grew and their needs changed.
Stronger engagement. Broader reach. Smarter strategy.
By replacing a costly point solution with Cleo’s all-in-one family support platform, this company achieved measurable improvements:
- Increased engagement as more parents accessed a wider range of relevant support
- Simplified operations for HR with fewer vendors to manage
- Improved equity across the parenting population, including parents of toddlers, school-aged children, and teens
- Better value for spend, thanks to higher utilization and broader applicability
Following the expansion, 60% of the company’s enrollments in Cleo have come from families with a child age 1 or above.
This company’s parents now turn to Cleo for everything from child care referrals and developmental guidance to educational support and parenting coaching—all through one trusted, easy-to-use platform.
Why this matters
Most family benefits stop too soon. There is massive attention on the pregnancy and baby phase, but what about after that? Those babies grow up, and along with it come different challenges for their parents.
When caregiving support ends after infancy:
- Parents disengage from underutilized programs
- HR wastes resources on low-value vendors
- Families feel unsupported during critical developmental stages
With Cleo, this company created a future-ready solution—built not just for babies, but for the entire parenting journey.
Make caregiving support a long-term strategy, not a short-term fix
Cleo helps companies evolve their benefits—from fragmented to full-spectrum. Support every stage. Deliver more value—with Cleo.
Contact Cleo today