What Pluxee changed

• Added a new section to the "For Companies" menu featuring e-books, podcasts, and HR resources.
• Added a specific link to a 2026 worker engagement research study conducted with Ipsos.
• Updated the "Why Choose Pluxee" section with new stats: 40 years of history, 1 million local merchants, and 11 million merchants through an Elo partnership.
• Changed several section titles (like Christmas rewards and Meal vouchers) into larger H1 headings.

The company is shifting its marketing focus from just selling benefit cards to providing HR thought leadership and data-driven insights. This helps them build trust with HR managers by positioning themselves as experts in employee happiness and retention.

• Added a new promotional headline: "This Christmas, your team deserves more than a gift. They deserve to choose."
• Introduced a "zero fee" offer for reward and gift card solutions.
• Added a new call-to-action button linking to a specific 2026 Christmas quote page.
• Removed general descriptions of the Multibenefícios card in the top sections to prioritize the holiday promotion.

Pluxee is aggressively targeting the year-end holiday season. By offering "zero fees" on gift and reward solutions, they are lowering the barrier for companies to switch providers during the high-volume Q4 period.

• Replaced the prominent Wellhub free promotion text with the new campaign headline "Benefício de verdade acompanha a vida de quem recebe"
• Added a new section describing a character-driven campaign that highlights how benefits fit into different daily routines
• Changed multiple call-to-action buttons from "CONHEÇA!" (Know more) to "PEÇA UMA PROPOSTA" (Request a proposal)
• Removed the section focused on NR-1 mental health compliance and fines
• Added the sales central phone number directly to the food and transport benefit sections

The competitor is shifting its messaging from a specific promotion (free Wellhub) to a broader, story-driven campaign focused on how different people use their benefits in daily life. They are also pushing harder for direct sales leads by changing informational buttons to direct proposal requests.