600 resources, 3% used: the benefits access problem | Ashley Reid

Most employee benefit programs aren't underfunded. They're just invisible. Ashley Reid, Founder and CEO of Wellist, has spent a decade proving that access is the real problem, not investment. One client had 17 vendor partners sitting on over 600 embedded resources. Their HR team estimated 50.Ashley shares how Wellist built an e-commerce-style navigation experience that gets employees connecting with an average of 11 resources per visit, how she identified the exact C-suite conversation that unlocked scalable sales, and why assumption-based personalization, AI-driven or otherwise, is structurally guaranteed to leave most employees behind.Topics discussed: The 600-resource problem buried inside 17 vendor partnersWhy two employees with the same life event share only 20-30% of the same support needsHow assumption-based benefits models connect just 30% of employees to supportUsing real-time behavioral data to replace annual benefits market studiesThe childcare vendor case study: 40% assumed need, 13% actual demand, 3% utilizationHow to structure a CHRO conversation when benefits waste is already on their agendaThe three CFO-certified ROI proof points that close enterprise dealsWhy selling to everyone's problem is selling to no one: the 45-stakeholder hospital lessonBuilding early adopter momentum outside healthcare to get to scale faster