The Betfred Group: Engaging and rewarding global frontline teams

Betfred see their colleagues as their greatest asset, and an ever-expanding workforce meant that they needed to think differently about how Reward and Recognition happens across the Group. 

Betfred’s previous colleague reward platform only operated in the UK and while colleague recognition featured on the platform, the mobile app lacked this function alongside employee benefit listings. To ensure colleagues are recognised and rewarded for their hard work and innovation, Betfred partnered with Rippl in October 2023 to conceptualise a new, all-in-one mobile community that streamlines dedicated areas for colleague recognition, rewards and benefits alongside wider engagement features.  

Betfred launched the first phase of the B-Hive platform across the UK and Gibraltar, with rollout to their US teams closely following in October 2024 and plans for launch in South Africa in April 2025. 

Collaborating closely with the Betfred team and drawing upon colleague feedback across the business, Rippl designed B-Hive to deliver a bespoke range of features: 

All-in-one engagement app. Branded exclusively to Betfred, B-Hive is available on desktops and mobile, hosted in the App Store and on Google Play, placing engagement in colleagues’ pockets across the globe. 

Social timeline. Seamlessly streamlining news, updates, activities and recognitions for colleagues to engage, react and comment in an exclusive community where they feel at home. 

Recognition. Personalised digital recognition cards are delivered at the touch of a button, enabled for both managers and peers to celebrate achievements big and small. Key moments can be recognised privately with a colleague or shared publicly across the business, alongside B-Hive’s clever automations which ensure no service milestones are missed. 

Reward. Managers have been able to take recognition to the next level by sending instant digital reward points to individuals or groups. Stored within a digital wallet, colleagues will be able to redeem their points within B-Hive’s global catalogue of discounted vouchers to over 670 retail, hospitality, and travel brands. 

Benefits. A dedicated benefits hub incorporates Betfred’s existing perks and tailored add-ons from Rippl’s extensive Benefits Catalogue, including a 24/7 virtual GP, discounted healthcare cash plan and discounted days out into B-Hive so colleagues have easy access around the clock whatever their location. B-Hive’s flexibility enables Betfred to make sure that colleagues see only the benefits relevant to them, offering a more personalised approach. 

Polls. B-Hive’s live polling feature amplifies feedback and ideas from all corners of the business. 

Competitions. Adding another dimension to reward, B-Hive delivers competitions and activities to boost team engagement, aligning their existing and new incentives with the platform helping to bring consistency and celebration to the forefront.  

News. Updates and information from across the business are stored in a news hub to keep colleagues informed. 

Reporting. In-platform live data reports provide real-time insight around programme adoption and engagement, enabling ease of optimisation. 

Since its launch, B-Hive has evidenced multi-dimensional engagement to Betfred’s global frontline teams: 

• 91% colleague registration rate. 
• 48.5% of colleagues log in at least 4 times per month. 
• 264,200+ platform views. 
• 4,270+ recognitions delivered. 
• £125,600+ distributed in rewards. 
• 1 in 5 recognitions have been enhanced with reward. 
• 74,670+ views of B-Hive’s benefits hub. 
• 1,050+ employee long service anniversaries celebrated. 
• 49,500+ social timeline post interactions. 
• 110+ news articles shared. 
• 10,450+ poll responses. 
• Colleagues receiving recognition via B-Hive are 50% less likely to leave the organisation. 

Multi award-winning engagement. 

The B-Hive platform has contributed to Betfred securing exceptional recognition in multiple industry awards across 2024, recognising its commitment to delivering an outstanding employee experience: 

• Best Use of Gift-Cards in a Programme – Winner 2024 Incentives Awards 

• Rewards, Recognition & Benefits – Finalist 2024 Personnel Today Awards  

• Best Employer – Winner 2024 The Rewards 

• Best Employee Engagement – Winner 2024 The Rewards