InComm Benefits, the benefits division of global payments technology company InComm Payments, has published new research highlighting a disconnect between employees’ expectations for spending accounts, including Health Savings Accounts (HSAs), and the level of support HR teams receive from providers in managing those benefits effectively.

The study, which surveyed more than 300 HR professionals*, found that the quality of the employee experience has emerged as the leading consideration for HR decision-makers when assessing and selecting spending account providers.

Key findings from the research include:

“Employees are not necessarily disengaged from their benefits. Many are simply unsure how to use them,” said Dave Etling, SVP and GM of InComm Benefits. He noted that questions surrounding eligibility, claims and reimbursement requirements often lead employees to turn to HR teams for assistance.

According to Etling, spending account providers can play a greater role in making benefits easier to understand and use. By simplifying processes and providing stronger support, providers can reduce the administrative workload for HR departments while giving employees greater confidence in managing their benefits.

The findings also underline the wide range of responsibilities handled by HR teams, which extend well beyond benefits administration to areas such as hiring, internal communications, payroll, insurance programs and regulatory compliance.

With HR departments balancing these competing demands, organizations increasingly expect spending account providers to offer more than basic account management. Responsive customer support, dedicated account representatives, user-friendly technology and effective employee education are becoming increasingly important components of a successful benefits experience.

Tell us a bit about yourself and your career journey so far.
Hello, I’m Natalie! I currently work as a Senior HR Operations Analyst at GoDaddy, but my path here began in 2020 when I joined as an HR Operations Intern. At the time, I was pursuing a degree in Human Resources Management and Business Analytics at the University of Iowa’s Tippie College of Business, and the internship offered the perfect mix of both fields. After finishing the program, I came on board full-time in 2021. Since then, I’ve graduated, relocated to Southern California, and continued building my career with GoDaddy. My time here has been shaped by continuous learning, growth, and the opportunity to work on projects that connect people, processes, and technology.

What real-world challenges does your team help address?
My role focuses on supporting HR teams who, in turn, support employees across GoDaddy. Much of this is done through our ServiceNow platform. For example, whenever an employee reaches out for help through our Get Help portal, my team has played a part in making that experience seamless, partnering closely with both HR and ServiceNow Engineering.

I’ve carved out a niche in reporting and analytics within HR Operations. Using data from ServiceNow, I create dashboards and perform deeper analysis to answer questions such as: “How quickly are HR inquiries resolved?”, “How satisfied are employees with the support they receive?”, and “Which types of requests are most complex, and how can we simplify them?” Ultimately, our goal is to create smooth, efficient interactions between employees and HR partners, and I provide the insights that highlight where we’re succeeding and where we can improve.

What has been your biggest learning experience over the past year?
Over the last year, I’ve embraced GoDaddy’s company-wide push toward experimentation. Adopting this mindset has encouraged me to take more creative risks in my work. I’ve realized that progress often comes from trying ideas rather than overanalyzing them. While not every attempt is a success, each effort moves things forward and provides valuable lessons along the way.

How has HR Operations changed in recent years?
Since I started at GoDaddy, I’ve seen HR Operations transform significantly—especially as our workforce has become more global. Our team is responsible for ensuring HR processes remain streamlined and consistent worldwide. One of the most rewarding challenges is creating systems that are scalable, easy to use, and adaptable to local laws and cultural nuances. Striking that balance is complex but incredibly fulfilling.

What do you value most about GoDaddy’s culture?
Collaboration really stands out to me. People here are approachable, curious, and eager to work together to achieve better results. There’s a genuine sense of teamwork and commitment to creating meaningful impact.

What do you enjoy outside of work?
Outside the office, I love immersing myself in the arts and music scene. I’ve been oil painting for several years and recently started exploring ceramics, which has been a fun new challenge. Taking art classes is one of my favorite ways to express creativity and connect with the local community here in San Diego. As for music, while I don’t play instruments and keep my singing to car rides, I’m a huge live music fan—you’ll usually find me at concerts whenever one of my favorite bands is in town.

Want to learn more about life at GoDaddy?
Follow our GoDaddy Life social pages to meet the team, explore our culture, and discover career opportunities. At GoDaddy, you’re more than just your role—come grow your career with us!