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US-based B2B service Goodly helps employers offer student loan repayment as a workplace benefit. Currently in the Y-Combinator startup incubator program, Goodly enables companies to make contributions towards the student debt of their employees. The scheme works like a 401(k) retirement plan, in which employers match the contributions that employees make towards their fund. Goodly say offering this benefit can help employers attract and retain talent. They charge employers USD 6 per employee per month for their service.

Goodly sits at the intersection of two powerful trends that should be on the radar of any business:

ASSISTED DEVELOPMENT: A host of economic and structural forces – stagnant wages, rocketing asset prices and more – are making life hard for young people in many markets. Student loans are often a part of this picture. In the US, the average college graduate holds over USD 37,000 in loans (a 185% spike from 2005) and the total student debt Americans need to pay off has surpassed USD 1 trillion(!). Now, young people are looking to brands and businesses for help when it comes navigating their way through a reimagined adulthood. Goodly has found a clever way to tap into this trend. How could you offer younger consumers some ASSISTED DEVELOPMENT in 2019? Or take a leaf from Goodly and offer it to your employees? Which brings us to…

GLASS BOX BRANDS: Here’s the second powerful trend underlying this innovation. In a transparent world, the internal culture of a brand is increasingly a part of its public-facing brand. The way to respond to that powerful shift? Make positive changes to your internal culture, and tell the world about them. Making life better for your own people is a great place to start; Goodly empowers businesses to offer an intriguing new kind of benefit for indebted students. So what can you do for your people in 2019? And, crucially, how could that change to your internal culture become the most powerful story you tell customers next year – one that proves your values align with theirs?


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