About Us
About Generate Benefits
Our Vision
To be a catalyst for communities to thrive by bringing value and vitality to the benefits landscape.
Our Mission
We provide a strategic, proactive, and streamlined approach to selecting and managing benefits, so businesses amplify employee wellness and organizational impact.
Our Values
Generate value
Lead with generosity
Build strategic momentum
Inspire energy and confidence
Empower choice and ownership
Meet Our Team
Joe Baldwin
Founder & CEO
Hey there! I’m Joe, the guy who thought, “You know what the world needs? More exciting benefits!” (I’m kidding, sort of.)
With over a decade of experience in the benefits world, I’ve seen it all - the good, the bad, and the downright confusing. That’s why I started Generate Benefits. I believed then, and I believe now, that benefits should actually benefit everyone involved.
When I’m not geeking out over the latest in health savings accounts, you can find me trying (and often failing) to keep up with my kids on the basketball court or attempting to perfect my homemade pizza recipe.
Together, we’re on a mission to make benefits work better for businesses and their employees. Because at the end of the day, we believe that when people feel truly cared for, amazing things happen.
