Ask for a response asking flexible benefits companies to pay compensation to traditional brands
Swile announced the launch of the Exposed campaign on its social networks, which aims to clarify to the public what is behind the legal action that, in January this year, resulted in the ruling that flexible benefits companies, such as Swile, pay compensation to traditional companies.
Represented by ABBT (Brazilian Association of Workers’ Benefit Companies), the companies claim that there is unfair competition, since the business model of the newcomers causes them losses.
We follow all the requirements required by Brazilian legislation, we have been registered with PAT since 2018. Our cards feature the Mastercard brand, with technology that identifies where the card is used. If the beneficiary tries to use it for a purpose other than the contracted category, it will be automatically blocked. The benefits market in Brazil has only four traditional companies, which hold around 85% of the cards. It is absurd to talk about unfair competition, said Jlio Brito, General Manager of Swile Brasil.
The idea for the campaign came from the reactions of people who found out about the legal process and comments on social media.
The communication also consists of a website where the company is presenting a series of content that explains what is behind the interests of large traditional valley companies.
The campaign is a humorous response to the absurdity of the situation, after all Swile is an irreverent and fun brand. We are proud to have a product that has come to change the world of work and we will use the process. We know that changes in the status quo, even positive ones, can generate discomfort, especially in a scenario accustomed to a model that has been consolidated for decades. Upsetting traditional companies and seeing our customers’ satisfaction is a sign that we are doing the right thing: thinking about a better future at work, explained Bruno Montejorge, Vice President of Marketing at Swile Brasil.
