Gatsby: Improving Retention by Helping Employees Understand their Total Rewards

The People

Maddie Wolf, VP Operations

Maddie Wolf leads the People and Operations functions at Gatsby as they scale their business and build out their team. Maddie previously worked in business development and operations at companies such as DocuSign and Uber.

About Gatsby

Gatsby was born in 2015 as a simple way to build a website or an app with React. Over the last several years, tens of thousands of developers have used Gatsby to build apps and websites from blogs and portfolio pages to company homepages and e-commerce applications. Gatsby, headquartered in California, has raised over $45mm to date and has a team of over 60 employees.

Products and Features Highlighted

  • Total Rewards Experience
  • Rippling Integration
  • Carta Integration


  • Gatsby was looking for a solution to help their employees understand the full picture of their compensation, including the upside of their equity in the company as they continued to grow and scale. 
  • They also felt it was important to educate their employees around the mechanics of equity with easy-to-understand content. 
  • The HR team at Gatsby wanted to have a single source of truth and view into the entire team’s total compensation across the company.
  • Gatsby uses Welcome’s Total Rewards Experience to help employees clearly understand the cumulative components of their salary, upside in their equity, and the value of their benefits and perks.


As a fast growing company, Gatsby was looking for ways to retain their top talent and give employees a single view into their compensation as an “always-on” resource and as a complement to their performance review cycles. Gatsby wanted a solution that made it easy to:

  • Automate the setup and maintenance of their employee’s compensation details, by avoiding spreadsheets and manual workflows given their payroll information lived in Rippling and their equity details in Carta.
  • Consolidate compensation information in a single place so they had a comprehensive view of the entire team’s compensation details across the company.
  • Manage employee access so they could easily onboard new employees and offboard employees that were no longer at the organization. 
  • Educate employees on all things equity and the various concepts tied to stock options and ownership including the types of equity, vesting, and valuations.
  • Communicate their compensation philosophy and why being an owner at Gatsby was important to an employee’s growth and success.
  • Allow employees to model potential outcomes through visualizing Gatsby’s potential valuation growth and better understanding the opportunity in front of them.

Welcome’s Impact

Once Gatsby launched Welcome’s Total Rewards Experience, they were able to:

  • Achieve a 100% participation rate: Enroll 100% of their employees in the Total Rewards experience, leading to deeper engagement across the organization as employees had a better understanding of the opportunity ahead of them.
  • Help employees better understand equity: Leverage Welcome’s comprehensive educational content around the mechanics of equity and details around stock options, how equity is granted, vesting, and how equity is valued.
  • Set it and forget it: Automate the setup and ongoing maintenance of their compensation information using our real-time integrations with Rippling and Carta.
  • Use Welcome during their performance cycles: Integrate the Total Rewards Experience to communicate raises, bonuses, and refresher grants as a result of their performance processes.

Welcome's Total Reward Experience
Our employees love being able to access their total rewards dashboards powered by Welcome. It helps our entire team better understand their compensation, the potential value of their ownership, and what their financial future at Gatsby looks like.”
Maddie Wolf, VP Operations

Learn more about Welcome's Total Rewards Experience