When Benepass started in 2019, the goal was simple: make it easier for companies to give their people the benefits they need, without putting future budgets at risk.
Too often, benefits often come with card declines, delayed reimbursements, too many systems, and utter confusion about how to use any of them. Benepass was born from the idea that paying for benefits should feel as easy as paying for anything else. And that belief still guides the company. But as Benepass continues to grow, now supporting employers and their workforces across 100+ countries, the brand needed to grow with it.
The new Benepass brand turns the everyday complexity of benefits into something bright, human, and easy to navigate. With hopeful horizons, a nod to precise systems, and a little humor, it reflects how the smallest of details add up to better benefits for all.
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What’s new
Designed with the support of creative partner Strange Family Studios, our fresh visual identity brings more warmth, clarity, and optimism to the everyday benefits experience. The reimagined look, feel, and tone extend across the platform, communications, educational assets, marketing, and product experience.
- Colors: We’ve replaced deep purples, neon pinks, and greens with colors that represent possibility. Inspired by sunrise and sunset, horizons now inform a flexible gradient system of blues, yellows, peaches, and resulting shades. A neutral palette grounds the system, while black and white support accessibility and consistency.
- Logo and card design: The new logo uses horizontal stripes to represent the small details that add up to a better benefits experience, while its shape evokes a Benepass card tucked into someone’s everyday wallet. The stripes and gradients carry across physical and mobile cards, while the purple HSA card pays homage to the Benepass’s legacy branding.
- How we speak: Benepass’s new tone brings warmth, humor, and a conversational edge to benefits communication, making them easier to understand without oversimplifying them.
- Imagery: Our new photography brings relatability and a spark of humor to the moments that benefits are there to support, with images of messy highchairs, yoga mats, stress balls, coffee cups, and more. Each image brings to life a different way benefits can fit into employees’ lives, whether they’re looking after their health, spending time with family, getting to work, or celebrating an achievement.
New offerings, same commitment
Benepass’s reimagined brand is only part of what’s changing. We’ve also introduced new capabilities that make benefits more accessible, proactive, and useful for employees and HR teams.
- Intelligent support for employee benefits: AI is changing how things get done and in response, Benepass is providing more ways for people to get personalized assistance. Benepass built a Model Context Protocol (MCP) to securely connect benefits data with AI agents. This functionality gives employees and HR teams access to trusted, permissioned benefits intelligence within Benepass and the AI tools they already use.
- Language expansion: Benepass is available globally and directly translated into 57 languages across web and mobile, covering every language its users speak.
- Proactive Admin Alerts: Administrators must no longer wait until an issue affects employees to understand what happened. Benepass explains what went wrong, why it’s important, and what to do next, helping teams move from reactive problem-solving to proactive action.
From visual improvements to new features, each of our changes counts toward bringing a new benefits experience to life.
Welcome to the new Benepass.
