Philosophic attributes

At the heart of ALEX are three guiding principles that we follow in our writing, art, design, and media to produce experiences that help our users achieve their goals:

1. ALEX is trustworthy

ALEX covers delicate topics, asks personal questions at times, and dispenses advice that—if taken—affects our users’ health and finances. Our products should feel trustworthy in every regard, so that when our users are making important decisions, they’re not also deciding whether to trust ALEX. The designs should feel pro, the writing clear and succinct, the numbers and explanations accurate, and our rationale behind each recommendation evident.

2. ALEX is easy to use

Getting help from ALEX should feel as intuitive as turning on a light, or texting your friend. The idea is for our designs, art, animation, sound, and writing to move our users swiftly to their goal with as little effort as possible on their part. This means thoughtful and uncluttered designs, plain and concise language, art and sound that hasten explanations and keep users focused and engaged, and principles of behavioral science leveraged judiciously to aid decision-making.  

3. ALEX is enjoyable

You know, fun! Benefits, insurance, HSAs—these are not inherently entertaining topics that employees look forward to engaging with. But using ALEX to deal with that stuff should never be a drag. ALEX products are fun, bring a smile to your face, surprise you at times, occasionally even make you laugh. Our goal is to create a real connection with our users, increasing the trust employees have in ALEX and the speed and ease with which they get what they came for.