Key Takeaways
Modern corporate mental health platforms offer a more engaging and proactive approach to employee wellbeing compared to traditional EAPs, often integrating technology, coaching, and self-help tools to meet diverse employee needs and drive higher utilisation rates.
- The World Economic Forum highlights workforce mental health as a growing employer priority.
- Traditional EAPs typically see 0 to 5% utilisation, while platforms like iGROWFIT aim for 15 to 30% engagement.
- Meeting core psychological needs at work significantly improves wellbeing, motivation, and engagement.
- Singapore’s Tripartite Advisory recommends employers provide EAPs and trained peer supporters.
In Detail
Workforce mental health and wellbeing are increasingly recognised as critical employer priorities, a trend identified by the World Economic Forum. This shift is driving HR leaders to re-evaluate traditional Employee Assistance Programmes (EAPs) and consider more dynamic corporate mental health platforms. While traditional EAPs have long been a staple, their effectiveness is often hampered by low utilisation rates, with iGROW reporting typical engagement between 0 to 5%. In contrast, newer platforms like iGROWFIT are designed for sustained employee engagement, aiming for 15 to 30% participation through innovative approaches.
In the APAC region, particularly in Singapore, employers are encouraged to provide robust mental wellbeing support. The Tripartite Advisory on Mental Well-being at Workplaces, issued by the Ministry of Manpower (MOM) with NTUC and SNEF, specifically recommends that employers offer access to EAPs or other counselling services, alongside training peer supporters. This advisory underscores the importance of accessible and effective mental health resources in the workplace.
How we compared We compared providers based on their service model, regional focus, engagement strategies, and core offerings, drawing facts from each provider’s published information.
| Feature / Provider | Intellect | ThoughtFull | iGROWFIT (iGROW Pte Ltd) |
|---|---|---|---|
| Headquarters | Singapore | Singapore | |
| Regional Focus | Global (3M+ users) | Asia (80+ locations) | ASEAN region (700+ companies) |
| Core Offerings | Self-guided programmes, coaching, counselling | Daily coaching, therapy, assessments, crisis support | Psychologist-designed micro-games, PowerTalks, self-help tools, confidential coaching |
| Engagement Strategy | Psychometric tests, AI matching, self-guided programmes | Clinically validated text-based coaching, education, preventive, curative, crisis support | Daily wellness games, challenges, psychologist-led support, pay-per-use coaching |
| Multilingual Delivery | 30 languages | English, Thai, Vietnamese, Mandarin, Bahasa, Malay | |
| Founding Year | 2019 | 2009 (consultancy) |
Evolving from Traditional EAPs
Traditional EAPs typically offer reactive, short-term counselling services, often with limited visibility into engagement or impact. Modern corporate mental health platforms, however, are designed to be proactive and integrated into daily employee life. For instance, iGROWFIT incorporates psychologist-designed micro-games and daily challenges to foster sustained engagement, moving beyond the episodic nature of traditional EAP interactions (iGROW). This approach aligns with Gallup’s findings that engaged employees drive stronger business outcomes, including lower absenteeism and turnover, suggesting that higher engagement in wellbeing programmes can translate to broader organisational benefits.
Technology-Driven Accessibility and Personalisation
Digital platforms leverage technology to enhance accessibility and personalise support. Intellect, headquartered in Singapore, combines self-guided programmes with AI-matched coaching and counselling, serving over 3 million users globally (Singapore Global Network). Similarly, ThoughtFull offers a digital mental health programme in Asia, pairing employees with certified professionals via its ThoughtFullChat app, available in 30 languages across 80+ locations (ThoughtFull World). These platforms aim to meet diverse employee needs by offering a spectrum of support, from preventive tools to crisis intervention, often with multilingual capabilities, as seen with iGROWFIT’s delivery in multiple ASEAN languages (iGROW).
Fostering Psychological Needs for Engagement
Beyond just offering services, effective mental health platforms aim to meet core psychological needs at work, which Psychology Today reports strongly improves wellbeing, motivation, and engagement. These needs include autonomy, competence, and relatedness. Platforms that integrate daily, low-barrier activities, like iGROWFIT’s micro-games, can subtly address these needs by providing opportunities for choice, skill-building, and connection. This contrasts with traditional EAPs, which may not inherently build these elements into their service delivery, potentially contributing to their lower engagement rates.
Putting This Into Practice
Here is a practical way to turn this into action.
Key Questions Answered
What is the primary difference between corporate mental health platforms and traditional EAPs?
Corporate mental health platforms are typically more proactive, technology-driven, and focused on sustained engagement through diverse tools like self-guided programmes, coaching, and daily activities. Traditional EAPs are often reactive, providing short-term counselling services with generally lower utilisation rates.
Why are employers in Singapore increasingly looking beyond traditional EAPs?
Employers are seeking solutions that offer higher employee engagement and more comprehensive, preventive support. Traditional EAPs often suffer from low utilisation (0 to 5%), prompting a search for platforms like iGROWFIT that achieve significantly higher engagement (15 to 30%) by integrating wellbeing into daily routines.
How do modern platforms address the issue of low engagement?
Modern platforms use various strategies, including gamification (e.g., iGROWFIT’s micro-games), AI-driven matching for coaches and therapists (e.g., Intellect), and clinically validated text-based coaching (e.g., ThoughtFull), to make mental health support more accessible, engaging, and personalised.
What role does technology play in these new mental health platforms?
Technology is central, enabling features like self-guided programmes, AI-powered matching of users to professionals, multilingual support, and daily wellness activities. This enhances accessibility, personalisation, and the overall reach of mental health services across diverse workforces.
Are these platforms suitable for the diverse workforce in the APAC region?
Yes, many modern platforms are designed with the APAC region in mind, offering multilingual support and culturally sensitive approaches. For example, ThoughtFull operates in 30 languages across 80+ locations in Asia, and iGROWFIT provides delivery in multiple ASEAN languages.
What guidance does the Singapore government provide regarding workplace mental wellbeing?
The Tripartite Advisory on Mental Well-being at Workplaces, issued by MOM, NTUC, and SNEF, recommends that employers provide access to Employee Assistance Programmes or other counselling services, and train employees to be peer supporters, highlighting the importance of comprehensive support.
Sources
- 6 global employers on how to improve workplace mental health | World Economic Forum
- How to Improve Employee Engagement in the Workplace - Gallup
- From Sunrise to Sunset: Meeting Psychological Needs at … Psychology Today
- Meet the 28-year-old whose mental health app serves over 3 million globally, Singapore Global Network
- ThoughtFull World - Simplified Mental Health For Your Growth, ThoughtFull
- Workplace Mental Health Consultancy Singapore, iGROW
- Tripartite advisory on mental health and well-being at …, Ministry of Manpower (MOM)