How this multinational banking organization drove outstanding family benefit enrollment with Cleo

INTRO

A strategic launch and marketing partnership that delivered exceptional utilization

When this banking organization set out to launch a new family support benefit, they knew two things: they wanted broad impact across life stages, and they needed to drive meaningful engagement from day one.

That’s why they didn’t take a phased approach. Instead, they launched all Cleo offerings at once—covering every life stage and caregiving need—and leaned fully into Cleo’s proven enrollment marketing strategy.

The result? One of the strongest launches Cleo has seen to date, with above-average utilization, ongoing engagement, and a benefit that’s quickly become embedded in this organization’s culture of care.

menopause and self-care support for Cleo members

THE CHALLENGE

Establish Cleo as a trusted benefit for all employees

Strong benefits don’t necessarily speak for themselves—especially when they’re new

This organization has long prioritized support for working families. But with a global, diverse workforce and a new vendor to introduce, even the most thoughtfully designed benefit can fall flat without the right rollout strategy.

They needed to:

Make a big impact fast to justify investment and get early traction
Reach a diverse employee population with messages that resonate across cultures, family structures, and career stages
Establish Cleo as a trusted, go-to benefit, not just a one-time resource

And they needed to do it all without adding burden to their already-busy internal teams.

menopause support for women and people in the workplace

THE SOLUTION

A bold, unified launch and Cleo-powered enrollment marketing

This company made two strategic decisions that set them apart:

They launched all Cleo products at once, offering comprehensive support from family planning to parenting to adult caregiving—ensuring every employee could find value immediately.
They followed Cleo’s full-funnel enrollment campaign almost exactly, trusting our team to drive awareness, education, and activation across multiple touchpoints.

But they didn’t stop after launch. They continue to partner with Cleo on regular enrollment marketing initiatives, keeping the momentum going and further embedding Cleo into their culture.

Here’s what that strategy looked like in action:

Tailored campaigns: Cleo delivered inclusive, regionally relevant marketing assets designed for their workforce.
Multi-channel approach: Email, intranet, live events, and manager toolkits ensured employees heard about Cleo in the moments and places that mattered.
Ongoing engagement: Post-launch communications and new campaign cycles have kept the benefit top-of-mind—and driven consistent enrollment over time.

THE RESULTThe investment and trust in Cleo’s approach paid off with outstanding results:

12%

utilization across the entire employee population—significantly above Cleo’s benchmark for new launches

82%

member engagement rate, closely tracking Cleo’s BoB average of 84%

70%

of members read Cleo’s digital content, showing strong ongoing value

57%

of members engage with a Cleo Guide, and 51% message their Guide—a clear sign of trust and relationship-building

37%

of members participate in 1:1 or group sessions, actively leveraging Cleo’s expertise

5/5

perfect satisfaction score from members, with a 33% response rate

"It wasn't a hard sell. It was an easy decision. It was a drop in the bucket compared to what I consider the ROI. What’s most important to me is that our employees are capable of managing their work stress alongside their family stress. That’s where I see the value: in productivity and performance."

— Managing Director and Global Head of Global Banking & Markets Human Resources

WHY THIS MATTERS

Great benefits don’t drive themselves. Great partnerships do.

This company’s success highlights a powerful truth: launching with scale and trusting Cleo’s proven enrollment strategy leads to exceptional results.

By starting strong and staying consistent, they didn’t just roll out a benefit—they launched a culture-shifting support system.

Want a benefits launch that actually drives results?

Cleo offers more than world-class caregiving support—we bring the marketing muscle and strategic insight to help you launch right, engage deeply, and sustain momentum.

Contact Cleo Today

Customer Case Study