Your verdict
Your page is mostly the same.
Most of what your page says, Reward Gateway | Edenred says too. You're the most same of the 9 Employee engagement sites scored (category avg 55).
Each named site is scored the same way, against the other 4 in this set, so its tick means the same as your marker. The dashed line is the frozen benchmark average.
More same than average
The average Employee engagement category leader scores 55; you scored 68.
You are 13 points more same than the average Employee engagement category leader.
Closest overlap: Reward Gateway | Edenred
Of the 4 sites you named, Reward Gateway | Edenred echoes the most of what your page says: 73% of it, weighted by placement. Scored the same way you were, against the rest of the set, Reward Gateway | Edenred's own Sameness Index is 51. Those are different measures: the first is overlap with your page, the second is how same Reward Gateway | Edenred's whole page is.
Reward Gateway | Edenred is the competitor you sound most like.
Room to own more
13% of your claim space is ownable: unique, relevant, and hard to copy. 9 of those claims sit in body copy, where few readers reach them.
13% is ownable, and 9 buried opportunities could help you stand out more.
Three changes worth testing first.
Chosen by rule from the comparison with Perkbox, Reward Gateway | Edenred, Maji and Heka: the shared claim taking your most prominent space, then the claims only you make that sit too low on the page to be read. Each one links to its claim card.
- “Benefits for every life moment: money, health, family”
Perkbox, Reward Gateway | Edenred, Maji and Heka all say it too. Buyers may still need it, but shared ground cannot carry your hero — move it lower and give that space to something only you can say.
Table stakesMost of the set says this too. - “Virtual GP gives 24/7 helpline plus video consultations, available 7 days a week”
Nobody in the set says this. It sits in body copy, where few readers reach it — worth testing higher up the page; only buyers can tell you whether it lands.
SurfaceYours alone. Test it higher up. - “We'll find lost pension pots from previous employers”
A claim that is yours alone, filed in body copy. Try it where it will be read before the shared claims are, and let buyers tell you if it moves them.
SurfaceYours alone. Test it higher up.
Try these changes, then test them with real buyers.
This measures overlap. Whether buyers notice is a different question, and only they can answer it.
What you can own
Claims only you make, that buyers weigh, and that competitors can’t easily copy.
13% of your page’s claim space is yours to keep.
Why this is not 100 minus the Sameness Index
The index is a weighted composite across six categories, including page structure and visuals. This bar is measured on your claims alone, weighted by where each one sits on the page. Different denominators, so the two never add to 100 and are not meant to.
Already leading with · 2
- Widest range of salary sacrifice benefits in the UK
“Mintago has more salary sacrifice benefits than any other UK provider”
- Salary sacrifice automated from payroll
“The widest range of salary sacrifice benefits, automatic from payroll”
Buried in body copy · 9
- Buyer is missing available tax/NI savings
“You know your business could make savings on tax or National Insurance”
- Supports staff through cost of living without pay rises
“You can't afford pay rises for everyone but want to support employees through cost of living”
- 24/7 Employee Assistance Programme counselling
“Employee Assistance Programme gives 24/7 access to accredited counsellors”
- 24/7 virtual GP video consultations
“Virtual GP gives 24/7 helpline plus video consultations, available 7 days a week”
- One of the largest health marketplaces
“One of the largest health marketplaces available”
- Replaces hours of admin across fragmented vendors
“You're spending hours on admin juggling multiple fragmented benefits and vendors”
- Finds employees' lost pension pots
“We'll find lost pension pots from previous employers”
- Pension dashboard to track and adjust contributions
“Pension Dashboard makes it easy to manage pensions, track progress and adjust contributions, all in one place”
- Impartial advice with no commission earned
“Employees can request impartial financial advice about pensions - we don't earn any commission”
Where you blend in
Territory you spend prominent space on that the set also occupies. Not every line is one to delete — the question is whether it has earned the space, or whether something only you can say should be there instead.
- Commodity · 100%Table stakesHerobroad benefits catalogue across money, health, family
- “Benefits for every life moment: money, health, family”
- “Mintago has more salary sacrifice benefits than any other UK provider”
You say this 2 different ways.
Perkbox, Reward Gateway | Edenred, Maji and Heka all cover this territory. Buyers may need to hear it, but in your hero it spends the first impression on shared ground.
They say- Perkbox“Perkbox offers employees everyday value while supporting them through life's big moments.”
- Reward Gateway | Edenred“Wellbeing: comprehensive employee wellbeing supporting physical fitness, mental health, nutrition, and financial wellness”
- Maji“Support for career starters, parents, homeowners, and those planning for retirement”
- Heka“Heka gives your team tools to tackle health challenges across all areas of wellbeing, from preventative screenings to mental health counselling, ADHD…”
- Commodity · 100%Table stakesHeroemployees love and engage with it
- “Benefits employees love. Savings your finance team needs.”
Common ground with Perkbox, Reward Gateway | Edenred, Maji and Heka. Say it if buyers need it — lower on the page, where it is not the thing they read first.
They say- Perkbox“Elevate your culture with one simple app for wellbeing, benefits and engagement that employees love.”
- Reward Gateway | Edenred“technology their people will love”
- Maji“HR teams use Maji to support employee financial wellbeing, improve engagement, and deliver meaningful benefits without added complexity”
- Heka“Employees actually use it because it's easy and personalised to their needs”
- Commodity · 100%Table stakesHerosaves money for employer and employees
- “Your business saves, your people save more”
- “Up to 47% employee savings”
- “Up to 15% back on employer NI”
You say this 3 different ways.
Perkbox, Reward Gateway | Edenred, Maji and Heka make the same claim. It cannot set you apart, so it should not carry the hero.
They say- Perkbox“£27,788,775 saved by employees last year”
- Reward Gateway | Edenred“maximizing tax savings for you and your employees”
- Maji“Use these insights to refine your benefit strategy and show leadership the real impact of your investment”
- Heka“Continuous insight that identifies issues sooner, makes budget obvious, and proves ROI to leadership”
- Commodity · 75%Table stakesHerosalary sacrifice cuts tax and NI
- “Salary sacrifice: Cut employer & employee National Insurance”
- “The widest range of salary sacrifice benefits, automatic from payroll”
You say this 2 different ways.
A buyer comparing tabs sees this on Perkbox, Reward Gateway | Edenred and Maji too (75% of the set). Yours earns nothing by repeating it up top; it can live lower down.
They say- Perkbox“Employee benefits: Protect your peoples' wallets with high-impact salary sacrifice schemes.”
- Reward Gateway | Edenred“Companies save on payroll taxes each year”
- Maji“Salary sacrifice schemes that save your business NI”
- Commodity · 100%Table stakesSectionall benefits in one unified platform
- “Every benefit, one platform”
- “One benefits platform, three kinds of savings that change everything”
You say this 2 different ways.
Perkbox, Reward Gateway | Edenred, Maji and Heka got here first as far as a buyer can tell. Keep the fact for readers who need it; move the position to a claim only your page can make.
They say- Perkbox“Everything they need, all in one place.”
- Reward Gateway | Edenred“Wellbeing: all your wellbeing tools in one place, so support is always within reach”
- Maji“Maji brings financial wellbeing together in one digital platform”
- Heka“Heka consolidates everything - your existing benefits plus thousands of new options - into one simple platform”
- Contested · 50%SharpenHerocuts HR admin work
- “Engagement by default: one platform, less on HR's plate”
Perkbox and Heka are on this territory too (50% of the set). It narrows the field without winning it — make it specific enough that it cannot be said of them.
They say- Perkbox“We support your People strategy with simple, effective tools that build a culture where every employee feels valued without the extra admin.”
- Heka“Zero HR admin”
- Contested · 50%SharpenHerothird-party ratings and recognition
- “Built by financial experts”
- “4.8 out of 5 star rating on Trustpilot”
You say this 2 different ways.
Shared with Perkbox and Maji. Sharpen it to the thing only you do here, or it reads as a claim any of you could make.
They say- Perkbox“Users love us badge”
- Maji“Rated Excellent by our customers”
- Commodity · 75%Table stakesSectionlarge customer base as proof
- “Trusted by +500 UK brands”
Shared with Perkbox, Reward Gateway | Edenred and Maji, 75% of the set. True of you, true of them — which is exactly why it will not decide anything.
They say- Perkbox“Trusted by 7,500+ businesses worldwide”
- Reward Gateway | Edenred“6k+ clients who trust us”
- Maji“Trusted across industries – used by SMEs and corporates alike to enhance financial wellbeing strategies”
- Commodity · 75%Table stakesSectionreporting, surveys and usage analytics built in
- “Reporting, comms and surveys built in, plus a real partner who does the heavy lifting”
Nothing wrong with the claim; Reward Gateway | Edenred, Maji and Heka just make it as well. Treat it as the price of entry and spend the prominent space elsewhere.
They say- Reward Gateway | Edenred“A partner you can trust - we love sharing best practices to save clients time and create cultures where employees thrive”
- Maji“Insightful”
- Heka“We take care of everything: monthly personalised comms to drive engagement, automated reimbursements, analytics straight to your inbox”
- Contested · 50%SharpenSectionhelps attract and retain talent
- “Be the employer of choice”
Contested ground: Reward Gateway | Edenred and Heka claim it as well. The version that wins names a mechanism, a number or a scope that the others cannot match.
They say- Reward Gateway | Edenred“A more visible EVP - bring all you offer together in one beautiful, branded package to get and keep the best people”
- Heka“100% of growing businesses stay with Heka”
- Contested · 25%KeepSectionbuilt for a specific buyer segment
- “For smart People & Finance leaders in growing businesses”
Maji say what they are and who they are for, as every page in a category must. Keep it — it is orientation, not differentiation. Nobody else uses your exact words, but everyone is on the ground. Nobody else makes this exact claim, but everyone occupies the territory — lead with the specific, not the generic.
They say- Maji“Add value to your proposition with a proven digital solution your clients will love”
Claim-by-claim evidence
Every claim on your page (36)
What the columns mean
- Claim
- The grouped claim, then your exact line beneath it.
- Type
- What kind of claim it is: category, segment, outcome, capability, quality or proof.
- Placement
- Where it sits on your page: hero, section or body copy. Hero claims weigh most in the index.
- Same claim
- Share of the competitors making this exact claim. Drives ownership and ownable share.
- Same territory
- Share of the competitors with any claim in the same buyer-facing territory. This is what the index is scored on.
- Sayability
- Whether a competitor could truthfully make the same claim: anyone could, copyable with effort, or hard to copy.
- Relevant
- Whether buyers decide on this. A unique claim nobody buys on is not ownable.
- Ownership
- Commodity: 60% or more of the set says it. Contested: 20–59%. Unique: under 20%, owned when it is also hard to copy.
Tap a column to sort by it; tap again to reverse. Sorted by Same claim, highest first.
All benefits unified in one platform “Every benefit, one platform” | capability | Section | 100% | 100% | Anyone could say it | Yes | Commodity |
Benefits covering money, health and family needs “Benefits for every life moment: money, health, family” | capability | Hero | 75% | 100% | Anyone could say it | Yes | Commodity |
Employees genuinely love/engage with the platform “Benefits employees love. Savings your finance team needs.” | outcome | Hero | 75% | 100% | Anyone could say it | Yes | Commodity |
Salary sacrifice cuts National Insurance/payroll tax “Salary sacrifice: Cut employer & employee National Insurance” | capability | Hero | 75% | 75% | Anyone could say it | Yes | Commodity |
Trusted by a stated number of client businesses “Trusted by +500 UK brands” | proof | Section | 75% | 75% | Copyable with effort | Yes | Commodity |
Retail discounts at major brands “Retail Discounts on UK's biggest brands - home essentials, groceries, clothing, health & beauty” | capability | Body | 75% | 75% | Anyone could say it | Yes | Commodity |
High customer review ratings “4.8 out of 5 star rating on Trustpilot” | proof | Hero | 50% | 50% | Anyone could say it | No | Contested |
Reduces HR admin burden “Engagement by default: one platform, less on HR's plate” | outcome | Hero | 50% | 50% | Anyone could say it | Yes | Contested |
Inclusive benefits for the entire workforcegrouping uncertain “Offer something for everyone - Benefits for your entire workforce, not just the few. Inclusive by design.” | quality | Section | 50% | 100% | Anyone could say it | Yes | Contested |
Quantified employee savings amount “Up to 47% employee savings” | outcome | Section | 50% | 100% | Copyable with effort | Yes | Contested |
Reporting, comms and surveys built in with partner support “Reporting, comms and surveys built in, plus a real partner who does the heavy lifting” | capability | Section | 50% | 75% | Anyone could say it | Yes | Contested |
Both employer and employees save money “Your business saves, your people save more” | outcome | Hero | 25% | 100% | Anyone could say it | Yes | Contested |
Helps you become employer of choice / attract and retain “Be the employer of choice” | outcome | Section | 25% | 50% | Anyone could say it | Yes | Contested |
Quantified employer NI saving percentage “Up to 15% back on employer NI” | outcome | Section | 25% | 100% | Copyable with effort | Yes | Contested |
Access to qualified financial coaches and advisers “Free access to advice from a panel of impartial financial advisers, covering most topics” | capability | Body | 25% | 50% | Copyable with effort | Yes | Contested |
Financial education masterclasses and learning content “Expert masterclasses available live and on-demand covering a wide range of financial topics” | capability | Body | 25% | 50% | Anyone could say it | Yes | Contested |
expert-built product “Built by financial experts” | proof | Hero | 0% | 50% | Anyone could say it | Yes | Unique for now |
Built for People and Finance leaders in growing firms “For smart People & Finance leaders in growing businesses” | segment | Section | 0% | 25% | Anyone could say it | No | Unique for now |
Salary sacrifice automated from payroll “The widest range of salary sacrifice benefits, automatic from payroll” | capability | Section | 0% | 75% | Copyable with effort | Yes | Unique and owned |
Three distinct kinds of savings in one platform “One benefits platform, three kinds of savings that change everything” | category | Section | 0% | 100% | Anyone could say it | No | Unique for now |
Widest range of salary sacrifice benefits in the UK “Mintago has more salary sacrifice benefits than any other UK provider” | proof | Section | 0% | 100% | Hard to copy | Yes | Unique and owned |
24/7 Employee Assistance Programme counselling “Employee Assistance Programme gives 24/7 access to accredited counsellors” | capability | Body | 0% | 75% | Anyone could say it | Yes | Unique for now |
24/7 virtual GP video consultations “Virtual GP gives 24/7 helpline plus video consultations, available 7 days a week” | capability | Body | 0% | 75% | Copyable with effort | Yes | Unique and owned |
Buyer is missing available tax/NI savings “You know your business could make savings on tax or National Insurance” | outcome | Body | 0% | 100% | Anyone could say it | Yes | Unique for now |
Buyer loses candidates to bigger employers “You are losing great candidates to bigger companies” | segment | Body | 0% | 25% | Anyone could say it | No | Unique for now |
Discounts on gyms and healthy living “Discounts on gym memberships, healthy eating and more” | capability | Body | 0% | 75% | Anyone could say it | No | Unique for now |
Discounts on travel, dining and leisure “Discounts on travel, restaurants, days out and much, much more” | capability | Body | 0% | 75% | Anyone could say it | No | Unique for now |
Existing benefits experiences are clunky for employees “Difficult for employees to engage with clunky benefits experience” | quality | Body | 0% | 25% | Anyone could say it | No | Unique for now |
Family/childcare and eldercare support “Family Support & Funding with experts and accredited financial support for childcare and eldercare” | capability | Body | 0% | 100% | Copyable with effort | No | Unique and owned |
Finds employees' lost pension pots “We'll find lost pension pots from previous employers” | capability | Body | 0% | 25% | Copyable with effort | Yes | Unique and owned |
Impartial advice with no commission earned “Employees can request impartial financial advice about pensions - we don't earn any commission” | quality | Body | 0% | 0% | Copyable with effort | Yes | Unique and owned |
One of the largest health marketplaces “One of the largest health marketplaces available” | proof | Body | 0% | 50% | Copyable with effort | Yes | Unique and owned |
Pension dashboard to track and adjust contributions “Pension Dashboard makes it easy to manage pensions, track progress and adjust contributions, all in one place” | capability | Body | 0% | 25% | Copyable with effort | Yes | Unique and owned |
Replaces hours of admin across fragmented vendors “You're spending hours on admin juggling multiple fragmented benefits and vendors” | outcome | Body | 0% | 50% | Anyone could say it | Yes | Unique for now |
Reviews and advises on employer's pension provider “Our team of experts will assess pension provider needs and advise if there's a better option” | capability | Body | 0% | 25% | Copyable with effort | No | Unique and owned |
Supports staff through cost of living without pay rises “You can't afford pay rises for everyone but want to support employees through cost of living” | outcome | Body | 0% | 100% | Anyone could say it | Yes | Unique for now |
- All benefits unified in one platform“Every benefit, one platform”capabilitySectionsame claim 100%same territory 100%Anyone could say itCommodityAlso on Perkbox, Reward Gateway | Edenred, Maji, Heka
- Benefits covering money, health and family needs“Benefits for every life moment: money, health, family”capabilityHerosame claim 75%same territory 100%Anyone could say itCommodityAlso on Perkbox, Reward Gateway | Edenred, Heka
- Employees genuinely love/engage with the platform“Benefits employees love. Savings your finance team needs.”outcomeHerosame claim 75%same territory 100%Anyone could say itCommodityAlso on Perkbox, Reward Gateway | Edenred, Heka
- Salary sacrifice cuts National Insurance/payroll tax“Salary sacrifice: Cut employer & employee National Insurance”capabilityHerosame claim 75%same territory 75%Anyone could say itCommodityAlso on Perkbox, Reward Gateway | Edenred, Maji
- Trusted by a stated number of client businesses“Trusted by +500 UK brands”proofSectionsame claim 75%same territory 75%Copyable with effortCommodityAlso on Perkbox, Reward Gateway | Edenred, Maji
- Retail discounts at major brands“Retail Discounts on UK's biggest brands - home essentials, groceries, clothing, health & beauty”capabilityBodysame claim 75%same territory 75%Anyone could say itCommodityAlso on Perkbox, Reward Gateway | Edenred, Maji
- High customer review ratings“4.8 out of 5 star rating on Trustpilot”proofHerosame claim 50%same territory 50%Anyone could say itnot a buying criterionContestedAlso on Perkbox, Maji
- Reduces HR admin burden“Engagement by default: one platform, less on HR's plate”outcomeHerosame claim 50%same territory 50%Anyone could say itContestedAlso on Perkbox, Heka
- Inclusive benefits for the entire workforcegrouping uncertain“Offer something for everyone - Benefits for your entire workforce, not just the few. Inclusive by design.”qualitySectionsame claim 50%same territory 100%Anyone could say itContestedAlso on Perkbox, Maji
- Quantified employee savings amount“Up to 47% employee savings”outcomeSectionsame claim 50%same territory 100%Copyable with effortContestedAlso on Perkbox, Reward Gateway | Edenred
- Reporting, comms and surveys built in with partner support“Reporting, comms and surveys built in, plus a real partner who does the heavy lifting”capabilitySectionsame claim 50%same territory 75%Anyone could say itContestedAlso on Reward Gateway | Edenred, Heka
- Both employer and employees save money“Your business saves, your people save more”outcomeHerosame claim 25%same territory 100%Anyone could say itContestedAlso on Reward Gateway | Edenred
- Helps you become employer of choice / attract and retain“Be the employer of choice”outcomeSectionsame claim 25%same territory 50%Anyone could say itContestedAlso on Reward Gateway | Edenred
- Quantified employer NI saving percentage“Up to 15% back on employer NI”outcomeSectionsame claim 25%same territory 100%Copyable with effortContestedAlso on Reward Gateway | Edenred
- Access to qualified financial coaches and advisers“Free access to advice from a panel of impartial financial advisers, covering most topics”capabilityBodysame claim 25%same territory 50%Copyable with effortContestedAlso on Maji
- Financial education masterclasses and learning content“Expert masterclasses available live and on-demand covering a wide range of financial topics”capabilityBodysame claim 25%same territory 50%Anyone could say itContestedAlso on Maji
- expert-built product“Built by financial experts”proofHerosame claim 0%same territory 50%Anyone could say itUnique for now
- Built for People and Finance leaders in growing firms“For smart People & Finance leaders in growing businesses”segmentSectionsame claim 0%same territory 25%Anyone could say itnot a buying criterionUnique for now
- Salary sacrifice automated from payroll“The widest range of salary sacrifice benefits, automatic from payroll”capabilitySectionsame claim 0%same territory 75%Copyable with effortUnique and owned
- Three distinct kinds of savings in one platform“One benefits platform, three kinds of savings that change everything”categorySectionsame claim 0%same territory 100%Anyone could say itnot a buying criterionUnique for now
- Widest range of salary sacrifice benefits in the UK“Mintago has more salary sacrifice benefits than any other UK provider”proofSectionsame claim 0%same territory 100%Hard to copyUnique and owned
- 24/7 Employee Assistance Programme counselling“Employee Assistance Programme gives 24/7 access to accredited counsellors”capabilityBodysame claim 0%same territory 75%Anyone could say itUnique for now
- 24/7 virtual GP video consultations“Virtual GP gives 24/7 helpline plus video consultations, available 7 days a week”capabilityBodysame claim 0%same territory 75%Copyable with effortUnique and owned
- Buyer is missing available tax/NI savings“You know your business could make savings on tax or National Insurance”outcomeBodysame claim 0%same territory 100%Anyone could say itUnique for now
- Buyer loses candidates to bigger employers“You are losing great candidates to bigger companies”segmentBodysame claim 0%same territory 25%Anyone could say itnot a buying criterionUnique for now
- Discounts on gyms and healthy living“Discounts on gym memberships, healthy eating and more”capabilityBodysame claim 0%same territory 75%Anyone could say itnot a buying criterionUnique for now
- Discounts on travel, dining and leisure“Discounts on travel, restaurants, days out and much, much more”capabilityBodysame claim 0%same territory 75%Anyone could say itnot a buying criterionUnique for now
- Existing benefits experiences are clunky for employees“Difficult for employees to engage with clunky benefits experience”qualityBodysame claim 0%same territory 25%Anyone could say itnot a buying criterionUnique for now
- Family/childcare and eldercare support“Family Support & Funding with experts and accredited financial support for childcare and eldercare”capabilityBodysame claim 0%same territory 100%Copyable with effortnot a buying criterionUnique and owned
- Finds employees' lost pension pots“We'll find lost pension pots from previous employers”capabilityBodysame claim 0%same territory 25%Copyable with effortUnique and owned
- Impartial advice with no commission earned“Employees can request impartial financial advice about pensions - we don't earn any commission”qualityBodysame claim 0%same territory 0%Copyable with effortUnique and owned
- One of the largest health marketplaces“One of the largest health marketplaces available”proofBodysame claim 0%same territory 50%Copyable with effortUnique and owned
- Pension dashboard to track and adjust contributions“Pension Dashboard makes it easy to manage pensions, track progress and adjust contributions, all in one place”capabilityBodysame claim 0%same territory 25%Copyable with effortUnique and owned
- Replaces hours of admin across fragmented vendors“You're spending hours on admin juggling multiple fragmented benefits and vendors”outcomeBodysame claim 0%same territory 50%Anyone could say itUnique for now
- Reviews and advises on employer's pension provider“Our team of experts will assess pension provider needs and advise if there's a better option”capabilityBodysame claim 0%same territory 25%Copyable with effortnot a buying criterionUnique and owned
- Supports staff through cost of living without pay rises“You can't afford pay rises for everyone but want to support employees through cost of living”outcomeBodysame claim 0%same territory 100%Anyone could say itUnique for now
How this was calculated
Sameness measures how much your claims overlap with the sites compared. It does not measure message quality or whether buyers prefer you.
AI-analyzed: an AI read each page on its own and grouped the claims that say the same thing. No score here was written by a model — every number is computed from those groupings in our own code, with the weights below.
How the score is built
| Category | Weight | Yours | What a high score means |
|---|---|---|---|
Messaging Category framing, who it is for, and the outcome promised | 30% | 78 | The most expensive kind of sameness. A buyer cannot tell what job you do that the others do not. |
Claims Attribute and benefit claims — speed, ease, quality, ROI | 30% | 65 | Every shared claim is a line already read on another tab. Cut the ones nobody owns and spend the space on something they cannot. |
Features Capabilities and functions the page lists | 15% | 76 | Expected in a mature category, and the least alarming of the six. Feature parity is normal; leading with it is the mistake. |
Proof The kinds of evidence offered: customer logos, numbers, testimonials, case studies, badges | 10% | 20 | Same kinds of proof as everyone means the proof stops working as proof. It is scored on the kind of evidence, not on which customers are named. |
Structure Section order, navigation, CTA language and placement | 10% | 83 | The generic SaaS template — hero, logos, three-feature grid, testimonial, CTA. Familiar is not the same as memorable. |
Visual Palette family, imagery style, layout patterns | 5% | 69 | Weighted lowest on purpose: buyers rarely decide on this. Worth knowing, rarely worth fixing first. |
Each site was read on its own first, with no knowledge of the others, so your page gets no benefit of the doubt a competitor’s does not. A category nothing could be measured for drops out and the rest are re-weighted, rather than counted as zero.
What we compared (5 pages read)
What it cannot tell you
The index can find where two pages converge. It cannot say whether a buyer would notice, or which of your reasons to buy actually land. A single check also moves several points between runs, so read the band and the ranking, not the last digit.
Your highest-impact changes
- 1Table stakesYour hero copy says “Benefits for every life moment: money, health, family”.
Perkbox, Reward Gateway | Edenred, Maji and Heka all say it too. Buyers may still need it, but shared ground cannot carry your hero — move it lower and give that space to something only you can say.
- 2Table stakesYour hero copy says “Your business saves, your people save more”.
Keep the fact, lose the position: perkbox, Reward Gateway | Edenred, Maji and Heka all say it too, and your hero is spending its first impression on the same territory as theirs.
- 3Table stakesYour hero copy says “Benefits employees love. Savings your finance team needs.”.
This is the set's common ground — Perkbox, Reward Gateway | Edenred, Maji and Heka all say it too. It will not set you apart wherever it sits, and in the hero it costs you the one place a distinctive claim would be read.
- 4Table stakesYour hero copy says “Salary sacrifice: Cut employer & employee National Insurance”.
A buyer with three tabs open reads a version of this on every one of them. Say it further down for the readers who need it; the hero should carry a claim they will only find here.
- 5Table stakesYour section copy says “Every benefit, one platform”.
True of you and true of them: Perkbox, Reward Gateway | Edenred, Maji and Heka all say it too. That is why it decides nothing, and why the section is the wrong place to spend it.
- 6Table stakesYour section copy says “Up to 47% employee savings”.
In the section: Keep the fact, lose the position: perkbox, Reward Gateway | Edenred, Maji and Heka all say it too, and your section is spending its first impression on the same territory as theirs.
- 7Table stakesYour section copy says “Up to 15% back on employer NI”.
In the section: A buyer with three tabs open reads a version of this on every one of them. Say it further down for the readers who need it; the section should carry a claim they will only find here.
- 8Table stakesYour section copy says “Mintago has more salary sacrifice benefits than any other UK provider”.
In the section: This is the set's common ground — Perkbox, Reward Gateway | Edenred, Maji and Heka all say it too. It will not set you apart wherever it sits, and in the section it costs you the one place a distinctive claim would be read.
- 9Surface“Virtual GP gives 24/7 helpline plus video consultations, available 7 days a week” is yours alone, and buyers weigh it.
Nobody in the set says this. It sits in body copy, where few readers reach it — worth testing higher up the page; only buyers can tell you whether it lands.
- 10Surface“We'll find lost pension pots from previous employers” is yours alone, and buyers weigh it.
A claim that is yours alone, filed in body copy. Try it where it will be read before the shared claims are, and let buyers tell you if it moves them.
- 11Surface“Employees can request impartial financial advice about pensions - we don't earn any commission” is yours alone, and buyers weigh it.
No competitor page makes this claim. Today it is in body copy; it is a candidate for the space the table-stakes lines are taking.
- 12Surface“One of the largest health marketplaces available” is yours alone, and buyers weigh it.
The rest of the set has nothing on this ground. Buried in body copy it does no work; higher up it is the one line a comparing buyer cannot find elsewhere.
- 13Surface“Pension Dashboard makes it easy to manage pensions, track progress and adjust contributions, all in one place” is yours alone, and buyers weigh it.
Filed in body copy: Nobody in the set says this. It sits in body copy, where few readers reach it — worth testing higher up the page; only buyers can tell you whether it lands.
- 14Surface“Employee Assistance Programme gives 24/7 access to accredited counsellors” is yours alone, and buyers weigh it.
Filed in body copy: Nobody in the set says this. It sits in body copy, where few readers reach it — worth testing higher up the page; only buyers can tell you whether it lands.
- 15Surface“You know your business could make savings on tax or National Insurance” is yours alone, and buyers weigh it.
Filed in body copy: Nobody in the set says this. It sits in body copy, where few readers reach it — worth testing higher up the page; only buyers can tell you whether it lands.
- 16Surface“You're spending hours on admin juggling multiple fragmented benefits and vendors” is yours alone, and buyers weigh it.
Filed in body copy: Nobody in the set says this. It sits in body copy, where few readers reach it — worth testing higher up the page; only buyers can tell you whether it lands.
- 17Surface“You can't afford pay rises for everyone but want to support employees through cost of living” is yours alone, and buyers weigh it.
Filed in body copy: Nobody in the set says this. It sits in body copy, where few readers reach it — worth testing higher up the page; only buyers can tell you whether it lands.
The only way to know if it matters.
This report can tell you where your messaging overlaps. It cannot tell you whether a buyer would care, or which of your reasons to buy actually land. Put the page in front of real B2B buyers in your target market and ask them.
