The Flutter success story – Global benefits tech aligned to Flutter’s unique business structure
Flutter Entertainment is the world’s leading online sports betting and iGaming operator. They have an unparalleled portfolio of world-class brands, global scale and challenger mindset, through which they excite and entertain their customers. Using their collective power, the Flutter Edge, they aim to disrupt their sector.
Employees
Locations
Products
“Flutter is a company which has rapidly grown and evolved through mergers and acquisitions. In some of our locations we have multiple employing entities present, resulting in significant benefit complexity. OneHub solves some of that complexity for us as it facilitates employees having their own individualised, personalised view of their benefits, unique to them.”
Elaine O’Donnell, Director of Benefits & Reward Projects, Flutter
Flutter success story
Flutter Entertainment (Flutter) completed a transformative merger in 2020 which brought together multiple brands across the world into one Group.
Flutter operates a federated business model, providing complete autonomy to their commercial divisions, and following the merger, there was no Group mandate to harmonise the benefits approach in countries where there were multiple employing entities and multiple benefit offerings.
Nevertheless, the group benefits team wanted to use the Flutter Edge (the benefit of their global expertise and scale) to:
- Deliver value to the business through benefits
- Create an exceptional, consistent experience for employees globally
- Demonstrate the value of everything Flutter does to support colleagues
- Streamline and automate back-end processes to reduce manual workload for teams
- Drive benefits engagement – with a goal of 60% across every location
A CENTRALLY MANAGED BENEFITS PLATFORM ALIGNED TO FLUTTER’S UNIQUE BUSINESS STRUCTURE
The presence of multiple employing entities and benefits offerings within a location created significant complexity.
The benefits team needed a tech solution that could manage this complexity whilst supporting their goal to create an exceptional and consistent employee experience.
Flutter selected Benifex at the end of 2022 to rollout their OneHub platform (branded ‘Reward Zone), focusing initially on the regions with the greatest complexity.
COMMUNICATION STRATEGY
The complexity of the benefit landscape meant Flutter and Benifex needed to think creatively when considering communications.
They co-created compelling and engaging comms that were high-level enough to avoid confusion but detailed enough to provide an overview of the benefits available.
Following a Flutter Group re-brand in 2024, a new global benefits brand was created, including a global communications toolkit which can be tailored locally.
Crucially for Flutter, OneHub provides employees with a unique and personalised view of benefits through an engaging and innovative technology platform aligned to their group benefit strategy.
An innovative implementation
AN INNOVATIVE SALES-APPROACH TO SECURING BUY-IN ACROSS THE GROUP
As the benefit tech is optional, Flutter’s group benefits team needed to “sell” the solution to local leadership teams.
Being mindful of the differences in culture and approach to benefits in each location, the discovery phase is key to understand the challenges local teams face – and demonstrate how the platform solves those challenges.
The benefits implementation team follows a well-oiled approach when engaging with local teams:
- Pre-discovery call: to understand the local team’s challenges, existing tech, employee journey, cultural considerations etc
- Discovery days: Once an implementation has been confirmed, the benefit team visit the location for 2-3 days to understand each benefit in detail and build relationships ahead of implementation. This is a proven way to expedite the project
- Learnings from previous implementations are used to continuously improve the implementation approach
A UNIQUE BUILDING BLOCK APPROACH TO BENEFITS TECHNOLOGY
OneHub is a foundational building block that the business has continued to evolve.
From inception, it has enabled:
- Streamlined and automated benefits administration and payroll execution
- Risk and compliance oversight
- A consistent employee experience globally
Since then, they’ve been able to iterate and add further value through:
- Building a bespoke Total Reward Statement using an automated benefit data feed as one of the key data sources
- Drive year-round benefits engagement, supported by the OneHub Communications Manager
- Standardise and centrally deploy core and voluntary benefits across the UK, Ireland, IoM and Malta using OneHub, including Pension, Private Medical Insurance, Life Assurance, Income Protection, Gym memberships and Wellbeing
- Derive employee query insights through centralised Benifex helpdesk to guide and inform communication strategies
These process advancements provides the benefits team with space to consider how to leverage AI to further evolve the benefit strategy and continuously improve the employee experience.
The results
UK ENGAGEMENT
- During enrolment 83% of employees logged on, 79% viewed and 51% submitted a benefit
- Engagement has been at > 80% engagement for the last 2 annual enrolments; this is above the industry benchmark, and Flutter’s initial goal of 60%, and is particularly impressive given Flutter hadn’t made major changes to their benefits scheme – engagement was driven by the platform and communications
- Monthly sign-ins have increased by a massive 77.29%
- On average, 46% of employees log into the platform monthly
Importantly, employees have provided great feedback on the platform and their understanding of benefits has improved. And these results have helped the Flutter team secure buy-in in other regions.
EXCEPTIONAL BENEFITS ENGAGEMENT GLOBALLY
All countries (UK, Malta, Isle of Man, Ireland, Bulgaria):
- 75% of employees logged in
- 68.7% viewed and 40% submitted a benefit
The Isle of Man had particularly strong engagement:
- 93% of employees logged into the platform
- 87% viewed and 63% submitted a benefit
ACHIEVING GLOBAL BENEFITS CONSISTENCY
Of the 15,000 employees on Workday, 2/3 are on OneHub; a further 3,000 employees will be onboarded to OneHub by the end of 2025.
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