Why Wellbeing Initiatives Should Include More Than Just Wellness Apps

By Louise Doyle, CEO and co-founder of needi.co.uk

Wellbeing has rightly climbed to the top of the agenda for many businesses, but while company-wide access to mindfulness apps and gym discounts can be helpful, they’re only part of the picture.

To really support people and see the benefits in return, businesses need to move beyond a one-size-fits-all approach. That means offering year-round, human-focused incentives that reflect what employees actually need and want, and no, it doesn’t have to blow the budget.

It’s not just about ticking a wellbeing box. When done well, this approach strengthens company culture, boosts retention, and enhances reputation inside and out.

Apps alone don’t cut it

Wellness apps are everywhere; meditation, fitness, sleep tracking, mood journaling, there’s something for everyone, and there’s nothing wrong with these, in theory, but not every employee wants to meditate. Not everyone has time to hit the gym, and even if they do, these solutions often feel like sticking plasters for deeper wellbeing needs, especially when stress comes from work itself. It’s become too much of a one-size-fits-all solution and it just doesn’t suit the workplace anymore.

In fact, a 2023 CIPD report found that while 52% of organisations offer wellbeing apps, only a small percentage of employees actively engage with them. Why? Because they feel impersonal, generic and, at times, a little disconnected from what people are actually going through. I’ve spoken to so many people who see right through their company’s well-being tick box exercise! It erodes their faith in the company and actually makes them feel less cared for because the company clearly doesn’t take it seriously and goes for a generic option

People want to feel seen

What people really want is to feel seen and understood. To be recognised not just for their work, but for who they are. That could mean support when they’re struggling with a self-care box of treats, a handwritten thank you note when they’ve gone above and beyond with a voucher for a meal, or a simple celebration of a personal life moment with a meaningful, personalised gift. It’s important to remember that everyone’s wellbeing is different! Going for drinks after work isn’t ideal for busy parents who need to be on the school run and bedtime, but having some home-cooked meals or a housekeeper for a few hours or maybe a massage to look forward to may do their mental health wonders

It’s the small, regular gestures that build a culture of care. Not just a difficult-to-navigate app or cheap company merch once a year, but ongoing, thoughtful touchpoints that say: “We really see you and we value you.” These actions build trust and trust builds loyalty.

Corporate gifting can stretch your budget further

Many businesses invest thousands each year in a mix of wellbeing platforms, apps and subscriptions that often go unused or underutilised. A smarter approach might be to reallocate some of that budget towards more personal, emotional incentives.

Corporate gifting, when done well, can be a low-cost and high-impact way to show employees they matter. Instead of spreading spend across tools that only a handful of people might use, personalised gifting allows companies to meet employees where they are with something that’s meaningful, relevant and timely.

This doesn’t mean gifting for the sake of it, it means using it to mark moments that matter, from small wins to personal challenges, in a way that feels human and genuine. A thoughtful £25 gift tied to a life moment often carries more value than a forgotten app login.

Retention starts with recognition

We’re in an era where employees have higher expectations than ever, they want purpose, flexibility, and to feel valued.

According to a report by Gallup, employees who feel recognised are five times more likely to stay at a company. On the flip side, feeling undervalued is one of the top reasons people leave. A one-off bonus or a digital yoga class might be appreciated, but real retention happens when companies make people feel seen regularly, with actual thought behind the gesture, not just when it’s convenient.

We’ve seen clients who have drastically improved retention after starting a corporate gifting strategy, and it really wasn’t about expensive gifts but thoughtful gestures, often under £30, timed when it really mattered.

Wellbeing equals reputation

It’s no secret that the way you treat your team can affect your brand, ultimately people talk. There are reviews on Glassdoor, Indeed, word of mouth, social media; it’s all part of your employer brand. If your team feels neglected or treated like a number, you can’t just hope and pray that it won’t get out anymore. However, there is a positive to that, people also share the good stuff.

A reputation for treating people well doesn’t just help with recruitment, it attracts customers and investors too. A recent Deloitte survey found that 88% of Gen Z and millennials say a company’s stance on employee wellbeing influences their decision to work there. So, if your brand is all about care, kindness or innovation, your people practices need to match, therwise, it will damage your reputation.

What a “whole person” strategy looks like

I’m so sad to see millions wasted on bad wellbeing programmes, half the battle is simply understanding your people and their needs – that alone shows you care – a simple survey and personalised gift can do that. Supporting employee wellbeing goes beyond apps; it involves embracing thoughtful, human-centred initiatives that don’t require large budgets but can have a significant impact. For example, HR and leadership teams can explore personalised gifting tied to meaningful life events such as maternity leave, bereavement, or moving house.

Offering mental health days or no-questions-asked “reset” days provides much-needed space for employees to recharge. Encouraging peer-to-peer shoutouts, supported by small monthly budgets for tokens of appreciation, creates a culture of recognition. Flexibility around major personal milestones and celebrations adds a layer of empathy to workplace policies. Custom wellbeing budgets that employees can use however they choose, along with inclusive, genuine celebrations of cultural and religious events, all help create a more supportive and engaged work environment.

These things aren’t flashy, and they don’t require an unrealistically high investment, but they show that you care enough to notice and that’s what sticks. A great workplace isn’t built with just apps and benefits. It’s built with empathy, consistency and a genuine interest in what your people need.

If you want to build loyalty and grow a strong, values-led business, wellbeing has to be human. A personalised, year-round approach to reward and recognition is a leadership strategy, not just a luxury, and as more businesses realise that small, thoughtful gestures matter just as much as big benefits, we’ll see happier teams, better retention and stronger reputations across the board… Great news for your people, and even better for your business.