In a world where employee engagement often revolves around generic perks like coffee vouchers and gift cards, Tenure Rewards, founded by Jonathan Hillis, is rewriting the script. The Collingwood-based startup is on a mission to align workplace rewards with what truly matters to employees: life-changing milestones. From helping workers save for their first homes to funding weddings or paying off student loans, Tenure is redefining how companies foster loyalty and long-term commitment.
When asked about the inspiration behind Tenure, Hillis pointed to a glaring gap in traditional workplace rewards. “Gift cards often force spending on things employees may not need, adding financial stress instead of alleviating it,” he said. “We wanted to shift the focus to meaningful goals—because when people feel supported, they thrive.” This philosophy stems from a fundamental belief: companies that prioritize people over profits will see profits naturally follow. Tenure’s innovative platform empowers businesses to make a deeper social impact, contributing to milestones that create lasting value for employees and their families.
Since its launch, Tenure has opted for deliberate, steady growth over rapid expansion. The startup has been laser-focused on refining its platform by listening to clients and understanding their unique needs. This approach has paid off, allowing Tenure to build a robust foundation.
With 2025 on the horizon, Hillis is optimistic about scaling. “We’re excited to roll out an employee and business referral program, which we believe will be a game-changer,” he shared. This new initiative is expected to propel Tenure into its next phase of growth, amplifying its reach while staying true to its mission.
The battle for top talent continues to challenge businesses, and retaining employees often hinges on addressing their personal and financial well-being. Generic rewards simply don’t cut it anymore, Hillis explained.
“Financial stress is a leading cause of absenteeism and disengagement,” he said. “We enable companies to contribute to savings for a first home, pay off debt, or fund life events. It’s about building trust and fostering loyalty.” This personalized approach has resonated with both employers and employees, proving that meaningful gestures build stronger connections than transactional rewards.
In today’s competitive talent market, employer branding is paramount. Tenure is helping businesses differentiate themselves by supporting employees beyond the workplace. Hillis believes that companies thriving in the future will be those that take a holistic approach to employee well-being.
“Historically, the first corporations were built as not-for-profits to provide social good. The most forward-thinking companies are returning to that ethos,” he said. By integrating social impact into their rewards programs, Tenure’s clients are creating not just workplaces, but communities of trust and support.
Artificial intelligence is revolutionizing the HR landscape, and Tenure is leveraging it to enhance personalization and scalability. “AI helps identify employees at risk of leaving, personalize rewards, and streamline solutions,” Hillis noted. However, he emphasized that AI should complement—not replace—the human connections that make workplaces meaningful.
“It’s the personal touch that creates loyalty,” he said, pointing to examples like funding an employee’s engagement ring or honeymoon. The trends shaping the HR industry are clear: personalization and purpose are taking center stage. Companies are increasingly investing in programs that meet employees where they are—whether that’s saving for a home, paying off debt, or celebrating life milestones. Tenure also places significant importance on empowering managers. Hillis highlighted the well-known adage, “People don’t leave companies; they leave managers.”
By equipping managers with tools to understand their teams’ unique needs, Tenure is fostering cultures built on trust and engagement.
As the startup looks ahead, its focus remains steadfast: creating workplaces where people feel valued and supported. Tenure plans to expand its partnerships and introduce features that make it even easier for companies to contribute to employees’ transformative goals.
“Our mission is simple,” Hillis concluded. “When workplaces prioritize people, incredible results follow.” With its innovative approach and unwavering commitment to social impact, Tenure is poised to reshape how businesses approach employee recognition—proving that purpose and profit can go hand in hand.
