Entrepreneurs / Small Business  October 13, 2015

Rebranded as WorkBright, Boulder HR software startup aiming to woo regulators

BOULDER — For a company that’s all about increasing efficiency for businesses, it only made sense that All4Staff would want to eliminate the stumbling block it found its own name was becoming.

That’s why the software startup and 2014 Techstars Boulder grad rebranded recently to WorkBright as the company’s platform starts to take hold with clients and regulators.

“We had always had people ask how you spell All4Staff,” co-founder and CEO David Secunda said this week in an interview, noting in particular the confusion having a numeral included in the business’s name caused. “We realized that every time we said it, we would have to either spell it or slow down and articulate it. … We felt like now was the time to jump in and rebrand.”

WorkBright co-founder David Secunda pitches at Techstars Boulder Demo Day in 2014. (Jonathan Castner/For BizWest)
WorkBright co-founder David Secunda pitches at Techstars Boulder Demo Day in 2014. (Jonathan Castner/For BizWest)

Regardless of the name, the company is charging full-speed ahead with its original vision, having gotten the proof-of-concept nod it was looking for earlier this year from the Colorado Department of Human Services.

WorkBright makes an online platform that helps companies streamline the onboarding of new employees. Once a new hire is made, an employer can enter that person’s name into the WorkBright system, which automatically sends the person all of the paperwork that needs to be filled out so that the employee can complete it and hit the ground running on her first day of work. The service is particularly valuable to companies with high numbers of seasonal employees or high turnover rates, as well as those experiencing rapid growth.

But in addition to making the paperwork process more efficient, WorkBright also is aiming to ease the burden of the auditing process with regulatory agencies. Instead of an auditor coming in and spending hours with a human resources representative going through employee file after employee file to ensure that the business has the proper paperwork complete in each, the two can use the WorkBright dashboard to view PDFs of all of the employees and forms in question and print out a report with the desired information.

The whole process not only reduces the cost of compliance for businesses, Secunda said, but also speeds up the task of oversight for regulatory agencies. With official approval by the CDHS of WorkBright’s regulatory interface in hand, company officials are now making a major push to gain the same type of certification in other states.

“It’s highly in alignment with our mission, which is helping the overall HR industry move to a digital format,” Secunda said.

The WorkBright platform for onboarding has already been available for companies nationwide to use since the start of the year after beta testing last year with a select group of companies such as Baskin Robbins and Edible Arrangements. The service is available for a monthly subscription price that is based on the number of people hired per year, with the per-hire cost decreasing as volume increases.

Secunda declined to disclose revenue or the number of clients WorkBright has at this time but said the firm is “hitting our expectations.” Based at Galvanize’s Boulder campus, WorkBright is coming off of a seed funding round of $1.5 million in the spring from the venture arm of Recruit Holdings, an information-services and HR company in Japan. The company has six employees, with a couple more coming onboard soon, Secunda said.

BOULDER — For a company that’s all about increasing efficiency for businesses, it only made sense that All4Staff would want to eliminate the stumbling block it found its own name was becoming.

That’s why the software startup and 2014 Techstars Boulder grad rebranded recently to WorkBright as the company’s platform starts to take hold with clients and regulators.

“We had always had people ask how you spell All4Staff,” co-founder and CEO David Secunda said this week in an interview, noting in particular the confusion having a numeral included in the business’s name caused. “We realized that…

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