Case Study

Using a Humorous Tool in a Serious Culture


Morningstar is a publicly traded investment research and investment management firm—a truly serious group of folks—with more than $179 billion in assets under advisement or management. Its smart, technologically savvy, and naturally skeptical workforce has neither the time to participate in live benefits presentations nor the patience to consume text and video content that can’t be tailored for their personal situations.

“Although a company culture may not be funny, it can still have funny people and people who will appreciate a light moment in a complex topic.”

Paul Reiman
Head of Total Rewards, Morningstar

How ALEX Helped

The Morningstar benefits team knew its busy employees won’t spend an hour learning about a whole medical plan when they really only need
ten minute’s worth of guidance, so they wanted to give them a tool that makes it easy for them to find quickly the information they care about. ALEX was able to hook Morningstar’s well-educated employees and keep them engaged long enough to make good decisions.

“Workforces are diverse. You have to appeal to people in different ways. For those who prefer a very straightforward thing, you’ll always have your summary plan description; it’s required. For employees who aren’t going to spend a lot of time reading, a more casual approach can be really appreciated.”

Paul Reiman
Head of Total Rewards, Morningstar

“ALEX recommended the medical plan I was already enrolled in—so we’re both smart.”

Employee, Morningstar

Try ALEX for Yourself