Ling uses AI to offer a personalised benefits experience

Edtech business Ling employs more than 40 people, with many working remotely and based in different parts of the globe.

The gamified language app was launched in 2017, and initially offered its growing employee base what chief executive officer (CEO) and co-founder Simon Bacher calls a traditional approach to benefits. “As we grew, we recognised the need to evolve,” he says. “Our diverse team required a more personalised approach.”

The business turned to artificial intelligence (AI) to help deliver greater personalisation around health benefits. “By analysing employee data, we tailor health insurance packages and wellness programmes to meet individual needs,” says Bacher.

The system uses data around factors such as age, health history and location drawn from anonymous employee health surveys and historical benefit usage patterns to create personalised health benefits. “It’s this deep, data-driven understanding that allows us to tailor our benefits more accurately and meaningfully,” adds Bacher.

“For example, we’ve noticed that our younger employees tend to prioritise preventative care, whereas older employees value more comprehensive management of chronic conditions. This insight led us to adjust our health benefit offerings, with a recent shift towards enhanced mental health coverage, which emerged as important across all age groups.”

Giving employees greater flexibility around the health benefits they receive has helped to boost both morale and performance. “We’ve noticed improvements in engagement and motivation, and even impacts on recruitment and retention,” says Bacher.

Alongside this, employees can manage their own benefits through an AI-powered portal. “It provides personalised suggestions, making it easier for employees to make informed decisions about their benefits,” says Bacher. “This self-service aspect not only empowers our team members but also significantly reduces the administrative burden on our HR department. Now, they can focus more on strategic initiatives rather than getting bogged down in routine tasks.”

Ling is now looking at how it could make more use of AI when it comes to employee benefits in future. “Our aim is to explore further personalisation, use predictive analytics for future planning and potentially integrate AI-driven support systems for employees,” says Bacher. “We’re just scratching the surface of what’s possible with AI in this space.”