Benifex Announces Major US Expansion to Coincide with HR Tech Conference 2025

Benifex expansion into the United States

Chicago, IL, September 12 – Benifex, the global leader in employee benefits technology, has announced a large-scale expansion into the United States, reinforcing its commitment to supporting multinational enterprises with world-class benefits solutions. The announcement aligns with Benifex's presence at the HR Technology Conference in Las Vegas, where the company will exhibit and host an exclusive dinner for customers and prospects at the W Hotel on the evening of September 16.

As part of this strategic expansion, Benifex has opened a new global office in Chicago and created a dedicated U.S. sales team to drive growth across North America. Leading this effort is newly appointed Vice President, Americas, Matt Willis, a seasoned industry executive with over two decades of experience in HR tech and benefits platforms. Matt joins Benifex at a pivotal time, bringing a proven track record in scaling go-to-market strategies and building high-performing teams.

“The demand for global reward and benefits technology has never been greater, especially among multinational organizations headquartered in the United States, many of whom have solutions in the US but employees in many other geographies that are critical to their success” said Adam Mason, Chief Strategy Officer at Benifex. “We’re already building exceptional employee experiences for leading global employers like Baker Hughes, Medtronic, Microsoft, and Salesforce. Combining the power of our benefits technology, which supports customers in over 140 markets across the world, with our amazing ecosystem of US benefit admin technologies, we’re uniquely placed to deliver an experience that best showcases the breadth of reward and benefits available to our customers. Opening our Chicago office and establishing a top-tier leadership team enables us to deliver even greater value to customers across the Americas—with speed, focus, and impact.”

Matt Willis added, “I’m thrilled to join Benifex at this pivotal stage of growth. With its strong leadership, people-first culture, and innovative, customer-focused approach, Benifex stands out in the market. The opportunity to expand our footprint across North America is enormous, and I’m excited to help lead our next chapter.”

The expansion also includes the previously announced appointment of Sarah Reynolds as Chief Marketing Officer. Sarah, formerly of HiBob, brings expertise to further accelerate Benifex's growth and visibility in the U.S. market.

Adam Mason continued, “Our expansion into the U.S. marks a pivotal moment in Benifex’s journey. With the rise of globally distributed workforces, benefits technology is no longer a local conversation—it’s a global imperative. We’re proud to stand alongside enterprises who strive to deliver consistency, equity, and impact across their global reward strategy.”

Visitors at HR Tech Vegas can meet the Benifex team at Booth #4322 to discover the latest innovations in global benefits administration. Benifex customer Samantha Sergent, Director of International Benefits at Microsoft, will be speaking at the event about how Microsoft and Benifex are rethinking global benefits delivery to help U.S. enterprises modernize, digitize, and scale their benefits strategy. Senior HR and Reward leads can also reserve a seat at the private dinner on September 16 by emailing events@benifex.com.