“If we take care of our employees, they can focus on taking care of the business.”
About Flipp
Flipp is a retail technology company helping shoppers and retailers make smarter buying decisions. Through its consumer app and retail media platform, Flipp powers digital content and advertising for leading retailers across North America.
With approximately 450 employees in Canada, Flipp supports a diverse and growing workforce.
The challenge - designing benefits for a modern workforce
As Global Senior Vice President of People and Culture, Stella Fong leads everything related to employees and company culture at Flipp.
As the company scaled, so did the complexity of supporting its workforce.
“We have a very diverse demographic. What's important is that we consider the different needs of our employee base and design solutions that address what they need, not just at work, but in their lives.”
One insight stood out in employee engagement surveys: caregivers were one of the company's largest and fastest-growing demographics.
The feedback was consistent:
Stella describes these challenges as a "complexity tax" employees pay when trying to access support for their families.
And until recently, elder care and family care were gaps in Flipp's benefits offering.
The turning point - a strategic redesign of benefits
Flipp embarked on a full redesign of its benefits program. The goal was to create something more strategic, more scalable, and more aligned with long-term value for employees.
Family planning, elder care, and family care were areas the company had not previously addressed.
“We were quite excited to even hear that a company or platform like this existed.”
Kindly stood out because it brought fragmented solutions into one accessible, integrated experience.
“It felt aligned to our culture and the scalable systems we want to build. It brings together solutions that feel more accessible to employees.”
Rather than adding another isolated perk, Flipp chose to embed Kindly directly into its new benefits program.
When the program launches, all 450 employees will have access.
The impact - productivity and personal value
For Stella, the return on investment is both human and operational.
“I hope the ROI in partnering with Kindly will be a combination of both productivity savings for our employees in terms of their time, but also value creation in their personal lives.”
Her philosophy is simple:
“If we take care of our team members, then they can focus on taking care of the business.”
Supporting employees through caregiving challenges is not just a benefit. It is foundational to culture, engagement, and long-term performance.
By removing the complexity of navigating elder care and family systems, Flipp is giving employees back something incredibly valuable: time, clarity, and peace of mind.