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Eye on employee retention: The rise of financial well-being benefits

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In response to employees considering greener pastures amid financial struggles, employers are increasingly offering voluntary benefits specifically aimed at addressing financial concerns.

Ninety-two percent of employees in an annual survey sought additional financial support resources from their employers. The majority (58%) said they’re living paycheck-to-paycheck, with one in three saying they cannot afford a $500 unexpected expense.

Employers, with talent retention in the current job market of paramount importance, are responding in kind: 72% of the 698 U.S. employers in the 2024 Wellbeing and Voluntary Benefits Survey said they plan to address their employees’ financial well-being in 2024.

“We’re seeing that employees now expect their employer to offer even more support for their well-being, and this need underscores the importance of employer-sponsored benefit programs,” said Tom Kelly, a principal in the Health and Benefits Practice at global insurance company Gallagher, co-author of the report with Gallagher subsidiary Buck. “A troublesome two in three employees would change their jobs for better benefits, and 46% of workers are actively considering a job change in 2024.”

In the most recent quarterly Economic Outlook Survey by AICPA & CIMA, CPA decision-makers listed their companies’ top challenges over the next 12 months as inflation, employee and benefit costs, and availability of skilled personnel.

In the voluntary benefits survey, employers were asked to name the top benefits they offer employees. The employers’ current top 10 — headed by supplemental life insurance/accidental death and dismemberment insurance — doesn’t include any financially focused benefits.

However, a list of the fastest-growing benefits includes emergency savings services (No. 2) and financial coaching (No. 4) in the top four. The rest of the top four — long-term care (No. 1) and caregiving (No. 3) — tangentially address financial challenges. Student loan support (No. 10) also made the list.

“Among the top factors influencing employee job satisfaction and engagement are an employer’s commitment to supporting well-being and a benefits package that meets their personal needs,” said Ruth Hunt, a principal in Gallagher’s Communications practice. “The data clearly shows that voluntary benefits can play a key role in workforce retention, especially in a market where big pay bumps are cooling. And organizations likely need to revisit their communication strategies to enhance employee education and increase use of benefits, to drive desired outcomes and results.”

— To comment on this article or to suggest an idea for another article, contact Bryan Strickland at [email protected].

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Accounting

M&A roundup: From Minnesota to Memphis

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DSB Rock Island merges with fellow Minnesota firm Meuwissen, Flygare, Kadrlik and Associates; Smith + Howard adds Richmond-based consultancy Fahrenheit Advisors; Reynolds, Bone & Griesbeck adds fellow Memphis firm Scott and Pohlman; and GBQ expands its credit union practice with Lillie & Co.

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Accounting

Major AI players back Basis with $34 million series A

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AI-specialized accounting platform company Basis has raised $34 million in Series A funding to bolster its autonomous AI agent product, with an investment round that was led by Keith Rabois from Khosla Ventures, alongside Nat Friedman and Daniel Gross, along with additional contributions from heavy hitters like Larry Summers, former US Secretary of Treasury, Jeff Dean, the chief scientist behind Google DeepMind, Noam Brown, the lead researcher for OpenAI’s o1 model, and Jack Altman, former CEO of Lattice and the brother of OpenAI head Sam Altman, and many others. 

“We’re putting every dollar back into the platform and team – to invest in ML research, to continue to bring the most cutting-edge AI to accounting firms, and to open additional slots for firms,” said Matt Harpe, Basis co-founder, in an email. 

Basis, which emerged from stealth last year with $3.8 million in funding, uses generative AI and language models built specifically for extremely high accounting performance to perform various workflows such as entering transactions and double-checking data accuracy. This is in contrast to things like chatbots which can only read data and produce text. The product also integrates with popular ledger systems like Intuit’s QuickBooks and Xero as well as AP systems such as Bill.com and file systems such as SharePoint or Box. It is already in use by firms such as Top 100 firm Wiss and Co., which partnered with Basis earlier this year. The product was compared to having a junior accountant, which Basis said allows human staff accountants to spend their time reviewing the AI agent’s work, rather than doing the work manually. 

“This technology is a new paradigm for accounting. Learning to work with your computer, not just on it, might be an even bigger shift than going from paper to digital. Over the last year, as accountants have experienced what’s possible with the most cutting-edge AI, we’ve seen more and more firms decide that AI must become the top strategic priority. We’re excited to continue to equip firms with AI that actually works,” said Mitch Troyanovsky, Basis co-founder in an email. 

Basis sells exclusively to accountants versus selling directly to businesses or building ‘new’ accounting firms, and is tailored specifically for use by expert accountants. Basis focuses on building agents that understand, and can operate on, accounting broadly instead of isolating only a specific task. This allows Basis to work across clients and workflows without losing context, and to quickly take on new workflows, said Basis. Accountants onboard Basis to engagements and assign it core workflows for one-time or ongoing execution

“Accounting is a massive industry, and Basis is clearly leading on the AI side. This is one of the few AI agents that’s already deployed and working. Matt and Mitch have put together the best NYC team in the applied AI space,” said Vinod Khosla, founder of Khosla Ventures, who also co-founded Sun Microsystems.

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Platform Accounting Group adds Illinois and Indiana firms

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Platform Accounting Group has added two more accounting firms, based in Indiana and Illinois, bringing the total firms that have joined the Utah-based company this year to 12.

Platform Accounting Group, founded in 2015, invests in and acquires small accounting firms, and announced it received an $85 million minority funding round to support its expansion in February. 

Midwest Advisors, formerly known as Philip+Rae & Associates, is headquartered in Naperville, Illinois, and has provided fractional CFO roles, controllership and back-office accounting operations for more than 30 years. Additionally, the firm offers tax preparation, accounting and auditing, financial planning, estate planning, payroll services, small business consulting, bookkeeping, back-office accounting, small business consulting and more.

In operation for 30 years, Indianapolis-based Crossroads Advisors, formerly Peachin Schwartz + Weingardt, serves high-net-worth individuals, closely-held businesses and not-for-profit organizations. The firm supports clients throughout their life cycle, from the startup phase to mature businesses seeking an exit or succession strategy.

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Reyes Florez

“Because of my experience and time there, I deeply value the tight-knit community and small-town feel of the Midwest,” said Reyes Florez, CEO of Platform Accounting Group, in a statement. “We are thrilled these firms, who like us, prioritize relationships and roots, are joining our group and will be able to invest even further in their clients and communities.”

Platform Accounting Group has nearly 1,000 employees across 12 states and expects to add a few more accounting firms in January, the company said. 

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