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Company > Benefitfocus Inc: Business Model, SWOT Analysis, and Competitors 2023

Benefitfocus Inc: Business Model, SWOT Analysis, and Competitors 2023

Published: Sep 06, 2023

Inside This Article


    Benefitfocus Inc is a leading software-as-a-service (SaaS) provider that specializes in cloud-based benefits management solutions. In this blog article, we will delve into their business model, SWOT analysis, and competitors as we look ahead to the year 2023. By understanding Benefitfocus' innovative approach to employee benefits administration and the strengths, weaknesses, opportunities, and threats it faces, we can gain valuable insights into its future prospects in the competitive market. Join us as we explore this dynamic company's strategies and key players in the industry.

    What You Will Learn:

    • Who owns Benefitfocus Inc and why it is important to understand the ownership of a company.
    • The mission statement of Benefitfocus Inc and how it guides the company's goals and objectives.
    • How Benefitfocus Inc generates revenue and the different sources of income for the company.
    • An explanation of the Benefitfocus Inc Business Model Canvas and its relevance in understanding the company's overall strategy.
    • The main competitors of Benefitfocus Inc and the implications of their presence in the market.
    • A comprehensive SWOT analysis of Benefitfocus Inc, highlighting its strengths, weaknesses, opportunities, and threats.

    Who owns Benefitfocus Inc?

    Ownership Structure of Benefitfocus Inc

    Benefitfocus Inc, a leading cloud-based benefits management platform, is a publicly-traded company listed on the Nasdaq stock exchange under the ticker symbol "BNFT." As a publicly-traded company, its ownership is spread among various institutional and individual investors.

    Institutional Ownership

    Institutional investors play a significant role in the ownership of Benefitfocus Inc. These include mutual funds, pension funds, investment firms, and other financial institutions. As of the latest available data, institutional ownership accounts for a substantial portion of the company's shares.

    Prominent institutional shareholders of Benefitfocus Inc include:

    1. Vanguard Group Inc: Vanguard Group Inc is one of the largest investment management companies, known for its index funds. They hold a notable portion of Benefitfocus Inc's shares, demonstrating confidence in the company's growth potential.

    2. BlackRock Inc: BlackRock Inc is another major institutional investor with a significant stake in Benefitfocus Inc. Known for its diversified investment strategies, BlackRock's ownership further strengthens the company's position in the market.

    3. Renaissance Technologies LLC: Renowned for its quantitative investment approach, Renaissance Technologies LLC is a prominent institutional investor in Benefitfocus Inc. Their involvement signifies the company's appeal to investors seeking innovative technology-driven solutions.

    Insider Ownership

    Insider ownership refers to the shares held by the company's officers, directors, and other key executives. This type of ownership showcases the level of commitment and belief in the company's future prospects.

    Benefitfocus Inc has a notable insider ownership, with key executives and board members holding a significant number of shares. This aligns their interests with those of the shareholders, emphasizing their dedication to the company's success.

    Some of the insiders with substantial ownership in Benefitfocus Inc include:

    1. Shawn Jenkins (Co-founder and former CEO): Shawn Jenkins, one of the company's co-founders, has a significant stake in the company. His continued involvement as a major shareholder indicates his ongoing commitment to Benefitfocus Inc's growth.

    2. Raymond August (CEO): Raymond August, the current CEO of Benefitfocus Inc, also holds a considerable number of shares. His insider ownership demonstrates his confidence in the company's strategic direction and his commitment to driving its success.

    3. Other executives and directors: Apart from the co-founders and the CEO, other top executives and members of the board also have substantial ownership in Benefitfocus Inc. Their vested interest in the company's performance highlights their dedication to creating value for shareholders.

    Individual Ownership

    Individual ownership refers to shares held by individual investors, including retail investors, employees, and other interested parties. While the exact distribution of individual ownership in Benefitfocus Inc is not publicly available, it is a common practice for publicly-traded companies to have a diverse base of individual shareholders.

    Individual ownership is an essential aspect of Benefitfocus Inc's ownership structure as it reflects the market's sentiment towards the company and its products. The collective ownership of individual investors contributes to the overall stability and liquidity of the company's shares.

    In conclusion, Benefitfocus Inc's ownership is composed of a mix of institutional investors, insiders, and individual shareholders. This diverse ownership structure represents the confidence and support from various stakeholders, contributing to the company's growth and success in the benefits management industry.

    What is the mission statement of Benefitfocus Inc?

    The Mission Statement of Benefitfocus Inc

    Benefitfocus Inc, a leading software company in the benefits industry, has a clear and concise mission statement that drives its operations and goals. The company's mission statement can be summarized as follows:

    "Benefitfocus is committed to simplifying the complex world of benefits for employers, brokers, and individuals. By providing innovative technology solutions, we empower our clients to improve the health, wealth, and well-being of their employees and members."

    This mission statement reflects Benefitfocus Inc's dedication to revolutionizing the benefits experience, making it more accessible, efficient, and personalized for all stakeholders involved. The company recognizes the challenges and intricacies associated with benefits administration, and its mission aims to alleviate these burdens by leveraging technology and data-driven solutions.

    Benefitfocus Inc's mission statement places a strong emphasis on simplification. The company understands that the benefits landscape can be overwhelming, with numerous options, regulations, and administrative tasks. By streamlining these processes through their software and platforms, Benefitfocus Inc seeks to eliminate confusion and make benefits management more intuitive and user-friendly.

    Another key aspect of Benefitfocus Inc's mission statement is its focus on empowering employers, brokers, and individuals. The company aims to provide its clients with the tools, resources, and insights needed to enhance the health, wealth, and overall well-being of their employees and members. Benefitfocus Inc recognizes that benefits are not just about meeting compliance requirements but also about improving the lives of individuals and their families.

    In summary, Benefitfocus Inc's mission statement demonstrates its commitment to simplifying benefits administration and empowering clients to optimize the health, wealth, and well-being of their workforce. By leveraging innovative technology solutions, the company aims to revolutionize the benefits experience and make it more accessible, efficient, and meaningful for all stakeholders involved.

    How does Benefitfocus Inc make money?

    Software-as-a-Service (SaaS) Model

    Benefitfocus Inc primarily generates its revenue through a Software-as-a-Service (SaaS) model. As a leading cloud-based benefits management platform, the company offers its software solutions to employers, insurance carriers, and brokers. These solutions enable organizations to streamline and automate their benefits administration processes, from enrollment to management and reporting.

    Under the SaaS model, Benefitfocus charges its clients a subscription fee for accessing and utilizing its software platform. This fee is typically based on the number of employees or users covered by the benefits program. By offering a scalable pricing structure, Benefitfocus can cater to both small businesses and large enterprises, ensuring that its services are accessible to a wide range of clients.

    Additional Revenue Streams

    In addition to its core SaaS offering, Benefitfocus Inc also generates revenue through various ancillary services and value-added features. These additional revenue streams enhance the overall benefits management experience for its clients and provide opportunities for upselling and cross-selling. Some of these revenue sources include:

    1. Implementation and Professional Services

    Benefitfocus offers implementation and professional services to assist clients in deploying and customizing their benefits management solutions. These services may include system integration, data migration, configuration, and training. By providing expert guidance and support, Benefitfocus can generate additional revenue from clients who require assistance with the initial setup or ongoing management of their benefits programs.

    2. Data Analytics and Reporting

    Benefitfocus leverages the vast amount of benefits data it collects to provide clients with advanced analytics and reporting capabilities. Through data-driven insights, organizations can gain valuable insights into their benefits offerings, employee utilization, cost trends, and compliance. By charging for these analytics services, Benefitfocus can further monetize its data assets and provide clients with valuable tools to optimize their benefits strategies.

    3. Value-added Features and Modules

    Benefitfocus offers a range of additional features and modules that clients can opt to add to their benefits management platform. These may include wellness programs, financial planning tools, employee engagement platforms, decision support tools, and more. By expanding its product offerings and providing clients with a comprehensive suite of solutions, Benefitfocus can increase its revenue by upselling these value-added features.

    Strategic Partnerships

    Benefitfocus Inc also forms strategic partnerships with insurance carriers, brokers, and other industry stakeholders, which contribute to its revenue generation. Through these partnerships, Benefitfocus can offer its clients a wider selection of insurance plans, voluntary benefits options, and other related services. In return, the company earns referral fees, commissions, or revenue-sharing arrangements with its partners, thereby diversifying its revenue streams and expanding its market reach. These partnerships also enhance the overall value proposition of Benefitfocus' platform by providing clients with a more comprehensive benefits ecosystem.

    Benefitfocus Inc Business Model Canvas Explained

    What is the Business Model Canvas?

    The Business Model Canvas is a strategic management tool that provides a visual representation of a company's business model. It was developed by Alexander Osterwalder and Yves Pigneur in their book "Business Model Generation." The canvas consists of nine key building blocks that describe the various aspects of a business.

    The Building Blocks of the Business Model Canvas

    1. Customer Segments: This block defines the different groups of customers or market segments that a company serves. Benefitfocus Inc, for example, focuses on serving large employers who offer employee benefits programs.

    2. Value Proposition: The value proposition describes the unique value that a company offers to its customers. Benefitfocus Inc provides a cloud-based platform that helps employers manage their employee benefits programs efficiently.

    3. Channels: This block represents the different channels through which a company reaches and interacts with its customers. Benefitfocus Inc uses various channels such as online platforms, customer support centers, and partnerships with insurance carriers.

    4. Customer Relationships: This block describes the type of relationships a company establishes and maintains with its customers. Benefitfocus Inc emphasizes building long-term relationships with its customers by providing personalized support and ongoing assistance.

    5. Revenue Streams: This block identifies the different sources of revenue for a company. Benefitfocus Inc generates revenue through subscription fees paid by employers for using their platform, as well as through commissions from insurance carriers.

    6. Key Activities: This block outlines the key activities that a company must perform to deliver its value proposition. Benefitfocus Inc's key activities include platform development, customer onboarding, data analytics, and continuous improvement of their technology.

    7. Key Resources: This block represents the essential resources required to operate the business. For Benefitfocus Inc, key resources include their technology platform, skilled workforce, partnerships with insurance carriers, and customer data.

    8. Key Partnerships: This block identifies the strategic alliances and partnerships that a company forms to enhance its business model. Benefitfocus Inc collaborates with insurance carriers, brokers, and other industry stakeholders to offer a comprehensive benefits management solution.

    9. Cost Structure: This block outlines the costs incurred by a company to operate its business model. Benefitfocus Inc incurs costs such as research and development, marketing and sales, customer support, and maintaining their technology infrastructure.

    How Benefitfocus Inc Utilizes the Business Model Canvas

    Benefitfocus Inc utilizes the Business Model Canvas to gain a holistic understanding of their business model and identify areas for improvement. By analyzing each building block, they can evaluate the effectiveness of their strategies, make informed decisions, and develop innovative solutions to meet their customers' needs. The canvas provides a comprehensive framework for Benefitfocus Inc to align their resources, activities, and partnerships to deliver value to their customers and generate sustainable revenue.

    Which companies are the competitors of Benefitfocus Inc?

    Major Competitors

    Benefitfocus Inc. operates in a highly competitive industry, and several companies pose significant challenges to its market share. The major competitors of Benefitfocus Inc. include:

    1. ADP: ADP offers a comprehensive suite of human capital management (HCM) solutions, including benefits administration, payroll, and talent management. With its vast customer base and global presence, ADP poses a strong competition to Benefitfocus Inc.

    2. Paychex: Paychex is a leading provider of payroll, HR, and benefits outsourcing solutions. With a focus on small and medium-sized businesses, Paychex competes directly with Benefitfocus Inc. in providing benefits administration services.

    3. Workday: Workday offers cloud-based enterprise software solutions for finance and HR management. While primarily known for its HR and financial management modules, Workday also provides benefits administration services, making it a direct competitor to Benefitfocus Inc.

    4. WEX: WEX is a provider of corporate payment solutions, including virtual cards and fleet payment solutions. While not solely focused on benefits administration, WEX offers innovative payment technologies that can be integrated into benefit programs, posing a competitive threat to Benefitfocus Inc.

    Emerging Competitors

    Apart from the major players in the industry, several emerging competitors are worth mentioning:

    1. Zenefits: Zenefits is a cloud-based HR platform that offers a wide range of HR and benefits administration services. With its user-friendly interface and affordable pricing, Zenefits has gained popularity among small and medium-sized businesses, potentially posing a threat to Benefitfocus Inc.'s market share.

    2. Gusto: Gusto is another emerging player in the benefits administration space, providing HR, payroll, and benefits solutions specifically targeted at small businesses. With its easy-to-use platform and competitive pricing, Gusto is gaining traction and could potentially challenge Benefitfocus Inc.'s market position.

    3. BambooHR: BambooHR is an HR software platform that offers various HR management functionalities, including benefits administration. While primarily focused on HR management, BambooHR's comprehensive suite of features and user-friendly interface makes it a potential competitor to Benefitfocus Inc.

    4. Namely: Namely is a cloud-based HR platform that offers a range of HR and benefits administration services. With its focus on mid-sized companies, Namely provides a comprehensive solution that competes directly with Benefitfocus Inc.

    In this highly competitive landscape, Benefitfocus Inc. must continue to innovate and differentiate itself to maintain its market position. The company's ability to provide cutting-edge technology, exceptional customer service, and tailored solutions will be crucial in staying ahead of the competition.

    Benefitfocus Inc SWOT Analysis


    • Market Leader: Benefitfocus Inc is one of the leading providers of cloud-based benefits management software, serving over 25 million consumers across 1,000 companies. Their strong market position gives them a competitive advantage and allows them to attract high-profile clients.
    • Comprehensive Product Portfolio: The company offers a wide range of products, including benefits enrollment, administration, and communication solutions. This comprehensive suite of offerings allows Benefitfocus Inc to cater to the diverse needs of their clients, enhancing customer satisfaction and loyalty.
    • Strong Customer Relationships: Benefitfocus Inc has established strong relationships with their customers by providing reliable and effective solutions. This has resulted in a high customer retention rate and has contributed to the company's growth over the years.
    • Technological Innovation: Benefitfocus Inc continuously invests in research and development to enhance their software capabilities. Their focus on technological innovation allows them to stay ahead of the competition and offer cutting-edge solutions to their clients.


    • Dependence on a Single Revenue Stream: The majority of Benefitfocus Inc's revenue comes from the sale of their benefits management software. This overreliance on a single revenue stream makes the company vulnerable to changes in market conditions or shifts in client preferences.
    • Limited International Presence: While Benefitfocus Inc has a strong presence in the United States, their international footprint is relatively small. This limits their potential for growth in global markets and exposes them to risks associated with domestic economic fluctuations.
    • Integration Challenges: As Benefitfocus Inc continues to acquire smaller companies and expand their product offerings, integrating these new additions into their existing platform can pose challenges. Ensuring seamless integration and maintaining product consistency is crucial to providing a positive customer experience.


    • Growing Demand for Employee Benefits Management: The increasing complexity of employee benefits administration and the need for cost-effective solutions present a significant opportunity for Benefitfocus Inc. As companies strive to streamline their HR processes, the demand for their software solutions is expected to rise.
    • Expansion into New Verticals: Benefitfocus Inc can explore opportunities to expand their product offerings beyond the traditional employee benefits management space. For instance, they could develop specialized solutions for sectors such as healthcare or financial services, diversifying their revenue streams and reaching new customer segments.
    • International Expansion: Benefitfocus Inc has the opportunity to expand their presence in international markets. By tailoring their solutions to meet the specific needs of different regions, they can tap into new customer bases and diversify their revenue geographically.


    • Intense Competition: The benefits management software industry is highly competitive, with several players vying for market share. Benefitfocus Inc faces competition from both established companies and emerging startups, which can impact their market position and pricing power.
    • Regulatory Changes: The constantly evolving regulatory landscape related to employee benefits can pose a threat to Benefitfocus Inc. Changes in laws and regulations may require the company to adapt their software and services to remain compliant and meet the needs of their clients.
    • Economic Downturn: During economic downturns, companies may cut back on discretionary spending, including investments in benefits management software. A prolonged economic downturn could lead to reduced demand for Benefitfocus Inc's solutions and negatively impact their financial performance.

    Key Takeaways

    • Benefitfocus Inc is a publicly traded company, meaning it is owned by various shareholders who hold its stock.
    • The mission statement of Benefitfocus Inc is to enable employers, insurance carriers, and consumers to easily navigate the complex world of benefits and make informed decisions.
    • Benefitfocus Inc makes money primarily through the sale of its cloud-based software solutions and services to employers and insurance carriers.
    • The Business Model Canvas helps illustrate how Benefitfocus Inc creates, delivers, and captures value through key activities, resources, partners, and customer segments.
    • Some of the competitors of Benefitfocus Inc include industry giants like ADP, Oracle, and Workday, as well as other specialized benefits management software providers.
    • A SWOT analysis of Benefitfocus Inc would identify its strengths such as its extensive customer base, weaknesses like its dependence on a few major customers, opportunities in the growing benefits technology market, and threats from intense competition and evolving industry regulations.


    In conclusion, Benefitfocus Inc is a leading software company in the benefits management industry. The ownership of the company is primarily held by institutional investors and mutual funds.

    The mission statement of Benefitfocus Inc is to improve lives with benefits. They aim to simplify the complex world of benefits and help individuals make informed decisions about their health, wealth, and well-being.

    Benefitfocus Inc generates revenue through its software-as-a-service (SaaS) platform. They provide a range of solutions for benefits management, enrollment, and communication, which are offered to employers, insurance carriers, and brokers. Their revenue model includes subscriptions, implementation fees, and additional services.

    The Business Model Canvas of Benefitfocus Inc highlights the key elements of their business strategy. It includes key activities such as software development, sales and marketing, and customer support. Their value proposition revolves around providing a user-friendly platform that streamlines benefits management processes.

    In terms of competition, Benefitfocus Inc faces competition from other benefits management software companies, such as Alight Solutions, Paycor, and ADP. These competitors also offer similar solutions and services to employers and insurance carriers.

    A SWOT analysis of Benefitfocus Inc reveals their strengths in terms of a robust technology platform and a large customer base. They also face weaknesses such as high customer acquisition costs and the need for continuous innovation. Opportunities lie in the growing demand for benefits management solutions, while threats include increasing competition and potential regulatory changes.

    Overall, Benefitfocus Inc is a strong player in the benefits management industry, with a clear mission and a solid revenue model. Their focus on innovation and customer satisfaction will be key to maintaining their competitive edge in the market.


    How can I find a SWOT analysis on a company?

    There are several ways to find a SWOT analysis on a company:

    1. Company websites: Many companies include SWOT analysis in their annual reports, investor presentations, or corporate social responsibility reports. Look for these documents on the company's official website.

    2. Business databases: Business databases like Bloomberg, Hoovers, or Business Source Complete provide SWOT analysis reports on various companies. You may need a subscription to access these databases, which might be available through your school or local library.

    3. Market research reports: Market research firms often provide SWOT analysis on companies within specific industries. Reports from firms like IBISWorld, MarketResearch.com, or Euromonitor International can be purchased or accessed through subscription services.

    4. Online search: Conduct a simple Google search by typing "SWOT analysis" followed by the name of the company you are interested in. You can also add keywords like "report" or "analysis" to refine your search.

    5. Online financial platforms: Websites like Yahoo Finance, Reuters, or Seeking Alpha often provide SWOT analysis reports on companies. You can search for the company name and look for analyst reports or investment research.

    6. Industry publications: Trade magazines or industry-specific publications often feature SWOT analysis on major companies within the respective industries. Check for these publications both in print and online.

    Remember that SWOT analysis reports may not always be readily available for free, especially for specific companies. In such cases, relying on a combination of sources like company websites, market research reports, and online financial platforms can help you gather a comprehensive understanding of a company's strengths, weaknesses, opportunities, and threats.

    What is the SWOT benefit analysis?

    The SWOT benefit analysis is a strategic planning tool that helps organizations identify and evaluate the strengths, weaknesses, opportunities, and threats (SWOT) of a particular decision or action. It allows businesses to assess the potential benefits or advantages they may gain from pursuing a specific course of action, taking into account both internal and external factors.

    By conducting a SWOT benefit analysis, organizations can:

    1. Identify strengths: This analysis helps in recognizing the internal factors that contribute to the advantage or success of the organization. It allows businesses to leverage their strengths to maximize the potential benefits of a decision.

    2. Assess weaknesses: The analysis helps in identifying internal factors that may hinder the success of a decision. By understanding their weaknesses, organizations can take measures to minimize or overcome them, thereby increasing the potential benefits.

    3. Recognize opportunities: The analysis allows organizations to identify external factors or trends that can be capitalized on to gain a competitive advantage. By identifying opportunities, businesses can align their decisions to seize these advantages and maximize the potential benefits.

    4. Evaluate threats: This analysis helps in identifying external factors or risks that may pose a threat to the success of a decision. By recognizing potential threats, organizations can develop strategies to mitigate or minimize their impact, thus safeguarding the potential benefits.

    Overall, the SWOT benefit analysis provides a comprehensive assessment of the factors that can influence the success or failure of a decision, enabling organizations to make informed and strategic choices that offer the greatest potential benefits.

    What are 5 examples of weakness in SWOT analysis?

    1. Lack of expertise or skills: This weakness refers to the absence or insufficient level of knowledge, experience, or qualifications within the organization, which may hinder its ability to compete effectively or deliver desired outcomes.

    2. Limited financial resources: This weakness arises when the organization faces financial constraints or has inadequate funding to support its operations, invest in growth opportunities, or withstand economic downturns.

    3. Weak brand reputation: This weakness indicates that the organization may have a negative or relatively unknown brand image, which can impact customer trust, loyalty, and market share.

    4. Inefficient processes or outdated technology: This weakness highlights the presence of outdated or inefficient systems, processes, or technology within the organization, which can lead to delays, errors, or increased costs.

    5. Dependence on a single customer or supplier: This weakness occurs when the organization relies heavily on a single customer or supplier for its revenue or critical inputs. Such dependence increases vulnerability to changes in their behavior, demands, or disruptions in the supply chain.

    What are the 5 elements of SWOT analysis?

    The 5 elements of SWOT analysis are:

    1. Strengths: Internal factors that give an organization an advantage over others. These can include unique resources, expertise, strong brand image, or a loyal customer base.

    2. Weaknesses: Internal factors that put an organization at a disadvantage compared to others. These can include lack of resources, poor reputation, outdated technology, or inefficient processes.

    3. Opportunities: External factors that can be exploited by an organization to its advantage. These can include emerging markets, technological advancements, changes in consumer behavior, or new partnerships.

    4. Threats: External factors that could potentially harm an organization's performance. These can include intense competition, economic downturns, changing regulations, or shifting consumer preferences.

    5. Trends: External factors that indicate the direction in which a market or industry is moving. These can include social, technological, economic, environmental, or political trends that could impact an organization's strategy and operations.

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