By prioritizing early access and employee choice, Starbem shows how mental wellness can move from a compliance checkbox to a strategic advantage for businesses
Workplace mental health is undergoing a major shift as companies move away from outdated, reactive Employee Assistance Programs and toward proactive, personalized care models, says Adriano Domingues, director of marketing and brand strategy at Starbem.
“We’ve seen firsthand that true mental wellness support isn’t about simply offering a service; it’s about empowering people,” he says.
For decades, Employee Assistance Programs (EAPs) were the standard, but they were built on a reactive model. They assumed people would ask for help only once they hit a breaking point. The reality, as Domingues points out, is that this framework leaves too many behind, and the old playbook no longer works.
Access is slow, the intake process can be cumbersome, and utilization rates are often dismal. In an age where employees demand more control and transparency, the model is outdated, he says.
Although 80 percent of employers offer EAPs 65% of employees have never used their EAP for mental health support, according to a Dialogue report.
From reaction to prevention
Companies that shift to proactive support that directly addresses the needs of employees are discovering the business case is strong. Deloitte research found that every £1 invested in mental health returns an average of £4.70 in productivity gains, engagement and reduced absenteeism. Starbem has built its platform around this idea, flipping the narrative from reaction to prevention.
“When we give employees the power to choose their own therapist and build a relationship they trust, we’re not just reacting to a problem – we’re helping them proactively build a foundation of resilience for a healthier, happier life,” Domingues explains.
Starbem’s model centers on immediate access paired with employee choice. Instead of employees waiting weeks to see a professional, the company offers a 48-hour guarantee for on-demand care. That shift is more than logistical – it redefines the purpose of employer-sponsored mental health benefits, he says.
By offering users the ability to select a therapist based on specialization, cultural background, or even personal chemistry, barriers to seeking help fall away. If the match doesn’t feel right, they can change without friction. The platform is built to support long-term relationships when needed, ensuring consistency in care and stronger therapeutic outcomes, Domingues explains.
Wellbeing as a business driver
The results, according to Starbem’s own research shows that 87% of users report improvements in addressing personal challenges, while 65% say they feel more motivated and productive at work.
For organizations that are under constant pressure to retain talent, reduce absenteeism and maintain engagement, those numbers carry weight, Domingues says.
Leandro Faria, Starbem’s CEO, sees the shift in even starker terms.
“What’s become so clear to us is that investing in mental wellness is the smartest business decision a company can make. It’s not just a nice-to-have; it’s about supporting your people. When employees feel seen and supported, they’re more engaged and more productive, and that’s ultimately what drives a thriving, successful business,” he says.
Personalized, proactive care
The difference between reactive and proactive care isn’t subtle – it’s structural. One approach waits for people to stumble, the other builds the resilience to keep them on their feet, Domingues says.
He highlights that the goal is not to have a program sitting on a benefits page, but to create a culture where employees know they can access help early, easily and on their own terms. That’s where personalization becomes not just a feature, but the mechanism that makes proactive care viable.
In practice, that means giving employees freedom of choice. Starbem has deliberately avoided the one-size-fits-all mentality of older systems. The company doesn’t assign therapists; it gives employees the freedom to select and maintain a trusted professional, he says.
By handing control to the user, Domingues believes organizations can eliminate one of the biggest barriers to accessing care: the fear of being mismatched with someone who doesn’t understand their experience.
Starbem’s framing is clear: workplace mental wellness is no longer about checking a compliance box. It’s a strategic lever for performance, culture and retention. And for leaders like Domingues and Faria, the evidence points to one conclusion – when care is proactive and personalized, everyone benefits.
