Client Story - Klaviyo

About Klaviyo

Klaviyo, a leading marketing automation platform, was on the cusp of an IPO and experiencing rapid global expansion and "aggressive hiring". This period of "hypergrowth" necessitated a shift from informal, inconsistent global mobility practices to a formalized, compliant, and employee-centric program. The challenge was to ensure everything about the program was in order for outside scrutiny, while building a program that could support significant global growth. By strategically adopting a phased approach and leveraging Benivo's integrated platform, Klaviyo successfully built a streamlined global mobility function, enabling aggressive hiring goals and enhancing the employee experience.

Global Mobility Challenge: Formalizing Mobility Amidst Rapid Growth

Prior to establishing a formal program, Klaviyo's mobility matters were handled inconsistently, with varying levels of service and a lack of centralized data and documentation. As Klaviyo approached its IPO, there was a critical need for compliance and efficiency. The "hypergrowth" phase and global expansion with a strong focus on in-person work demanded a robust relocation and mobility support system. A significant hurdle involved documenting and addressing "legacy one offs" and "inherited cases" with inconsistent policies and promises made to employees. The informal approach also led to an "inconsistent" employee experience with many escalations and slow execution.

Leveraging Benivo for Full Launch

Klaviyo integrated Benivo into its full program launch following an RFP process. Benivo's platform allowed Klaviyo to:

Systemize processes: Replacing manual workflows with automated solutions to manage contracts, assignment letters, relocation agreements, and clawbacks.
Enhance Efficiency: Integrating with Klaviyo's recruiting and HR systems to create "as many efficiencies as possible".
Provide a "Self-Service, Tech Focused" Solution: Benivo offered the desired self-service and tech-focused resources. This provided employees with immediate access to information and resources, reducing the volume of direct inquiries to the mobility team. Amanda noted that they have the option of high-touch white glove support through Benivo should they need it.
Support Continuous Improvement: Klaviyo continues to use Benivo's platform for data gathering and leveraging its metrics to assess program effectiveness and identify areas for iteration in future versions.

The Impact: Compliance, Efficiency, and an Enhanced Employee Experience

The strategic implementation led to significant benefits for Klaviyo:

Robust Compliance: The program ensured "complete compliance" with right-to-work regulations and proper documentation for all employees.
Increased Efficiency and Reduced Administrative Burden: By automating processes and providing self-service options, the HR team saw a reduction in manual work and inquiries, freeing them to focus on more strategic initiatives.
Enhanced Employee Experience: A more consistent and transparent relocation process, with options for digital self-service or personal support, improved overall employee satisfaction.
Data-Driven Decision Making: The emphasis on data gathering and analysis allowed Klaviyo to make informed decisions about program effectiveness, costs, and future projections.
Scalable Solution: The program was designed to support Klaviyo's continued hypergrowth and global expansion, with an agile and adaptable technology partner in Benivo.

Key Learnings from Klaviyo's Journey

Never at Zero: Even when building from scratch, acknowledge and assess existing informal mobility matters.
Prioritize Critical Compliance: Focus on fundamental compliance elements early on to establish a strong foundation.
Embrace Iteration: Acknowledge that the program will evolve, and be prepared to continuously gather data, assess, and refine.
Build Relationships and Leverage Internal/External Partners: Don't try to build the program alone. Partner with internal stakeholders (HR, finance, recruiting) and external vendors to maximize resources and gain buy-in.
Lead with Data: Use metrics and data to demonstrate program effectiveness and drive stakeholder consensus.