Tennessee founders are challenging how companies think about employee benefits
Fufild is built with the mission of putting employees first by offering them opportunities for joy outside of work hours.
Gen Z is leaving jobs faster than any generation before them. While Baby Boomers averaged 8–10 years with an employer, with many staying for several decades, today’s workers often leave in less than two. The founders of Fufild, Inc., a Nashville- and Cookeville-based Fintech/HRTech company, believe the problem isn’t just paychecks—it’s purpose.
Fufild has now secured investment from UCIA, LLC (Upper Cumberland Investment Alliance), strengthening its position as it scales a platform designed to tackle some of the toughest challenges in business: constant wage-hike pressure, high turnover, disengagement, cultural breakdowns, and costly recruiting cycles.
The Inspiration
Co-founders Matt Allen and Dan Hetrick believe the answer to these challenges lies not in higher wages or more traditional perks, but in personal fulfillment.
“Raises are forgotten in two pay cycles, and retirement plans are decades away. What employees really need is support in the everyday space where life actually happens,” Allen explained.
He noted that his business partner, Hetrick, often frames this as “The Now Gap™”—the 16+ hours a day employees aren’t at work.
“That’s the space most companies have ignored, but where loyalty and engagement are actually built,” Allen said.
The company’s “Care-First” philosophy is inspired by historical employers like Milton Hershey and George Eastman, who created loyalty through Care-First people practices.
“Those leaders built communities where workers felt valued for life, not just for labor,” Allen added. “We’re bringing that mindset into the modern era with technology, data, and purpose.”
How Fufild Works
Fufild is pioneering a new category of benefits called PersonalFulfillment-as-a-Service (PFaaS™). Instead of waiting for annual enrollment or being limited by one-size-fits-all programs, employers deposit monthly funds into employee Fufild accounts. Workers then use those funds to choose subscriptions and services that bring daily value to their lives—from wellness and growth to convenience and entertainment.
With access to more than 95 popular services—including Netflix, Disney+, Peloton, Babbel, Flow (women’s health), and Spotify—Fufild empowers choice, personalization, and relevance in real time.
One front-line employee, a single mom, now uses her credits to pay for Spotify Premium so her daughter can fall asleep to soft music without ads.
“She told us that it gives her an extra hour of peace each night. Those small but meaningful moments are where fulfillment takes root,” Allen shared.
Beyond Conventional Benefits
Allen argues that most benefits don’t meet employees where they are. For example, he explained that retirement savings are important, but are still decades away from tangible use. Health insurance only helps in emergencies. Perks from wellness and coupon programs often go unused.
“Fufild is about giving people something they can use every single day,” he said.
The platform strengthens workplace culture by giving employees meaningful benefits they can talk about and share. Those small daily choices often become conversation starters that reconnect teams.
“It’s a way for HR to become human again,” Allen explained. “Out of 80 million hourly workers, most quit because of culture. Nobody talks anymore.”
Early Traction
In its first three months on the market, Fufild signed 13 companies and reached an employee engagement rate of 82.7 percent—well above industry benchmarks. The company also completed SOC 2 Type I & II certification, ensuring security and scalability for employers of all sizes, from small businesses to enterprises with 5,000+ employees.
“UCIA’s investment validates both our vision and our market traction,” Allen said. “It allows us to accelerate growth and carry forward the torch of a new Care-First era for the workplace.”
Like what you've read?
Forward to a friend!