Parent support platform Circle In lands $2 million to help companies be family friendly

Employee benefits platform Circle In has raised $2 million in a round led by Sydney VC Alberts Impact Ventures.

The cash is earmarked for global expansion plans and to develop the platform for working families and caregivers.

Existing backers Leigh Jasper, Carol Schwartz, Rob Phillpot, Andrew Sypkes, and Employment Hero’s Ben Thompson also supported the new raise, along with female founder-focused investors Scale Ventures and LaunchVic’s Alice Anderson Fund.

Circle In cofounder Jodi Geddes said that with only 0.7% of funding going to females founders in Australia, she was pleased to land the capital.

“This investment is not only a significant milestone for Circle In, but also for female-led companies in Australia and around the world,” she said.

“Organisations are realising that the culture they set has direct benefits on attracting, engaging and retaining top talent.  Circle In helps in these three key HR focuses.”

The platform was founded in 2017 for companies to reimagine caregiving by harnessing tech to enhance manager and family support. It provides employees with tools and resources around each stage of parenthood, from planning a baby to menopause to losing a loved one.

Geddes said that over the past 5 years, Circle In has expanded globally and taken on nearly 100 leading brands, including Medibank, Coca-Cola Amatil, Estée Lauder, EY, and Ashurst as clients.

The business now has 20 employees, with former Googler Liz Fox, recently promoted to General Manager alongside to new senior hires: Aimee Gleeson, REA’s former head of product and Rob Cassidy, former VP for ANZ at Coachhub.

Her cofounder, Kate Pollard, said that while parenthood is relentless, combining it with a career is resulting in more women than ever to leave the workforce.

“With more dual-working couples than ever before, families need support and want to work for family friendly organisations,” she said.

Geddes said 80% of Circle In users said it made them feel more positive towards their organisation and 72% are more inclined to recommend their company as a result of the support shown towards working parents.

 “It has been great to see 95% of our customers renew their contracts with Circle In, demonstrating the impact and value our offering has to users,” she said.

Lisa Fedorenko for Alberts Impact Ventures said they were impressed by the drive and integrity of the cofounders.

“We love Circle In’s focus on creating workplaces who care – they’ve clearly demonstrated the economic value to businesses for valuing their caregiver workforce – higher staff retention, more engaged workforces and increased psychological safety,” she said.