Case Study: CAA Club Group (CAA) achieves stronger employee wellness and retention with Workhuman

Building a Culture of Appreciation and Belonging

CAA Club Group (CCG) is a 120+-year-old Canadian organization serving over 2.5 million members through two automobile clubs and several insurance and travel businesses, with roughly 2,500 employees across the country. As CCG grew, leaders needed a unified way to connect distributed teams, reinforce organizational values, and improve retention—specifically a social recognition program that could spread positive news across offices and time zones.

CCG launched Applause (powered by Workhuman) in 2015 and added a digital wellness program in 2019, linking the two so wellness activities earn recognition points. The integrated approach delivered 100% adoption, about 24,000 recognition moments per year (a 15x increase over the prior program) at 30% lower cost, and a clear link between recognition frequency and lower turnover (employees receiving ~11+ awards yearly had the lowest attrition). The programs also smoothed the Echelon acquisition, improved remote collaboration and communication, and strengthened a culture of wellbeing and gratitude.

CAA

Mary Duncan

CAA