# Your page scores 68 out of 100 for sameness against the 4 competitors you named.

Most of what your page says, Reward Gateway | Edenred says too — the overlap is heaviest in how the page is put together.

- **Your page:** https://mintago.com/
- **Compared against:** Perkbox (perkbox.com), Reward Gateway | Edenred (rewardgateway.com), Maji (maji.io), Heka (hekahappy.com)
- **Sameness Index:** 68 — Mostly the same
- **Ownable share:** 13% (of 37% distinctive)
- **Report:** https://grader.wynter.com/c/mintago-com-PDIjI5M

**How you compare · vs 8 Employee engagement category leaders** — 13 points more same than the average Employee engagement category leader. The average Employee engagement category leader scores 55; you scored 68. You rank 9th of 9 Employee engagement sites scored. The best-differentiated site in the set is at 49.
_A single check can move several points between runs; the benchmark averages up to eight sites per category._

## 1. Sameness Index

| Category | Weight | Score | What it means |
| --- | --- | --- | --- |
| Messaging | 30% | 78 | The most expensive kind of sameness. A buyer cannot tell what job you do that the others do not. |
| Claims | 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 | 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 | 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 | 10% | 83 | The generic SaaS template — hero, logos, three-feature grid, testimonial, CTA. Familiar is not the same as memorable. |
| Visual | 5% | 69 | Weighted lowest on purpose: buyers rarely decide on this. Worth knowing, rarely worth fixing first. |

**Mostly the same** — Most of your claims are also theirs. Only the details differ.

## 2. Closest competitors

| Competitor | Echoes your claims |
| --- | --- |
| Reward Gateway | Edenred | 73% |
| Maji | 72% |
| Perkbox | 65% |
| Heka | 62% |

_Measured from your side: the share of what YOU say that each competitor also says, weighted by where you put it. This is not a Sameness Index — a competitor can echo most of your page and still score low on its own index by saying a great deal you do not._

## 3. Ownable share

**The share of your own page's claim space that is yours to keep.** This is not the inverse of the Sameness Index — it is measured on your claims alone, so the two do not add up to 100 and are not meant to.

13% of your page is unique, relevant and defensible. That is real, and it is a minority of what you say.

- **Distinctive message share:** 37% — prominent space spent on claims no competitor makes.
- **Ownable share:** 13% — the part of that which is also relevant to how buyers choose and hard to copy.

## 4. Where you sound like everyone else

Most of your set makes each of these and you are spending prominent space on them, ranked by how much. **These are not necessarily lines to delete** — some of what a page has to say is unavoidably shared, and claims about what kind of product you are were left out of this list for exactly that reason. The question each one raises is whether it has earned its space.

- **broad benefits catalogue across money, health, family** (Hero, 100% of the set) — also on Perkbox, Reward Gateway | Edenred, Maji, Heka
  - _"Benefits for every life moment: money, health, family"_
- **employees love and engage with it** (Hero, 100% of the set) — also on Perkbox, Reward Gateway | Edenred, Maji, Heka
  - _"Benefits employees love. Savings your finance team needs."_
- **saves money for employer and employees** (Hero, 100% of the set) — also on Perkbox, Reward Gateway | Edenred, Maji, Heka
  - _"Your business saves, your people save more"_
- **salary sacrifice cuts tax and NI** (Hero, 75% of the set) — also on Perkbox, Reward Gateway | Edenred, Maji
  - _"Salary sacrifice: Cut employer & employee National Insurance"_
- **all benefits in one unified platform** (Section, 100% of the set) — also on Perkbox, Reward Gateway | Edenred, Maji, Heka
  - _"Every benefit, one platform"_
- **saves money for employer and employees** (Section, 100% of the set) — also on Perkbox, Reward Gateway | Edenred, Maji, Heka
  - _"Up to 47% employee savings"_
- **saves money for employer and employees** (Section, 100% of the set) — also on Perkbox, Reward Gateway | Edenred, Maji, Heka
  - _"Up to 15% back on employer NI"_
- **broad benefits catalogue across money, health, family** (Section, 100% of the set) — also on Perkbox, Reward Gateway | Edenred, Maji, Heka
  - _"Mintago has more salary sacrifice benefits than any other UK provider"_
  - Said your way: nobody else makes this exact claim, but everyone occupies the territory.

## 5. Buried gold

Unique, relevant, and sitting in body copy. The cheapest wins here — you already have the differentiation and the page hides it.

- **Buyer is missing available tax/NI savings** (Body, 0% of the set)
  - _"You know your business could make savings on tax or National Insurance"_
- **Supports staff through cost of living without pay rises** (Body, 0% of the set)
  - _"You can't afford pay rises for everyone but want to support employees through cost of living"_
- **24/7 Employee Assistance Programme counselling** (Body, 0% of the set)
  - _"Employee Assistance Programme gives 24/7 access to accredited counsellors"_
- **24/7 virtual GP video consultations** (Body, 0% of the set)
  - _"Virtual GP gives 24/7 helpline plus video consultations, available 7 days a week"_
- **One of the largest health marketplaces** (Body, 0% of the set)
  - _"One of the largest health marketplaces available"_
- **Replaces hours of admin across fragmented vendors** (Body, 0% of the set)
  - _"You're spending hours on admin juggling multiple fragmented benefits and vendors"_
- **Finds employees' lost pension pots** (Body, 0% of the set)
  - _"We'll find lost pension pots from previous employers"_
- **Pension dashboard to track and adjust contributions** (Body, 0% of the set)
  - _"Pension Dashboard makes it easy to manage pensions, track progress and adjust contributions, all in one place"_
- **Impartial advice with no commission earned** (Body, 0% of the set)
  - _"Employees can request impartial financial advice about pensions - we don't earn any commission"_

## 6. Claim inventory

| Claim | Type | Placement | Common | Sayability | Relevant | Ownership |
| --- | --- | --- | --- | --- | --- | --- |
| Benefits covering money, health and family needs | capability | Hero | 75% | anyone | yes | Commodity |
| Employees genuinely love/engage with the platform | outcome | Hero | 75% | anyone | yes | Commodity |
| Both employer and employees save money | outcome | Hero | 25% | anyone | yes | Contested |
| Salary sacrifice cuts National Insurance/payroll tax | capability | Hero | 75% | anyone | yes | Commodity |
| High customer review ratings | proof | Hero | 50% | anyone | no | Contested |
| Reduces HR admin burden | outcome | Hero | 50% | anyone | yes | Contested |
| expert-built product | proof | Hero | 0% | anyone | yes | Unique for now |
| All benefits unified in one platform | capability | Section | 100% | anyone | yes | Commodity |
| Inclusive benefits for the entire workforce | quality | Section | 50% | anyone | yes | Contested |
| Quantified employee savings amount | outcome | Section | 50% | some | yes | Contested |
| Quantified employer NI saving percentage | outcome | Section | 25% | some | yes | Contested |
| Three distinct kinds of savings in one platform | category | Section | 0% | anyone | no | Unique for now |
| Widest range of salary sacrifice benefits in the UK | proof | Section | 0% | structural | yes | Unique and owned |
| Trusted by a stated number of client businesses | proof | Section | 75% | some | yes | Commodity |
| Reporting, comms and surveys built in with partner support | capability | Section | 50% | anyone | yes | Contested |
| Salary sacrifice automated from payroll | capability | Section | 0% | some | yes | Unique and owned |
| Helps you become employer of choice / attract and retain | outcome | Section | 25% | anyone | yes | Contested |
| Built for People and Finance leaders in growing firms | segment | Section | 0% | anyone | no | Unique for now |
| Buyer is missing available tax/NI savings | outcome | Body | 0% | anyone | yes | Unique for now |
| Family/childcare and eldercare support | capability | Body | 0% | some | no | Unique and owned |
| Supports staff through cost of living without pay rises | outcome | Body | 0% | anyone | yes | Unique for now |
| Retail discounts at major brands | capability | Body | 75% | anyone | yes | Commodity |
| 24/7 Employee Assistance Programme counselling | capability | Body | 0% | anyone | yes | Unique for now |
| 24/7 virtual GP video consultations | capability | Body | 0% | some | yes | Unique and owned |
| Discounts on gyms and healthy living | capability | Body | 0% | anyone | no | Unique for now |
| Discounts on travel, dining and leisure | capability | Body | 0% | anyone | no | Unique for now |
| Access to qualified financial coaches and advisers | capability | Body | 25% | some | yes | Contested |
| Financial education masterclasses and learning content | capability | Body | 25% | anyone | yes | Contested |
| One of the largest health marketplaces | proof | Body | 0% | some | yes | Unique and owned |
| Replaces hours of admin across fragmented vendors | outcome | Body | 0% | anyone | yes | Unique for now |
| Buyer loses candidates to bigger employers | segment | Body | 0% | anyone | no | Unique for now |
| Existing benefits experiences are clunky for employees | quality | Body | 0% | anyone | no | Unique for now |
| Finds employees' lost pension pots | capability | Body | 0% | some | yes | Unique and owned |
| Pension dashboard to track and adjust contributions | capability | Body | 0% | some | yes | Unique and owned |
| Reviews and advises on employer's pension provider | capability | Body | 0% | some | no | Unique and owned |
| Impartial advice with no commission earned | quality | Body | 0% | some | yes | Unique and owned |

## What we compared

- **Mintago** (your page) — https://mintago.com/
- **Perkbox** — https://www.perkbox.com/
- **Reward Gateway | Edenred** — https://www.rewardgateway.com/
- **Maji** — https://maji.io/
- **Heka** — https://www.hekahappy.com/

## What this does and does not tell you

An AI read each page and wrote down the claims it makes, then grouped the claims that say the same thing. **No score in this report was written by a model** — every number is computed from those groupings in our own code, with the weights shown above.

## 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.

[Test it with real buyers](https://wynter.com)