Pluxee is on a mission to make everyday life better for employees around the world. Operating in 31 countries and serving millions of users, the company is redefining what it means to offer workplace benefits. More than just a provider of vouchers or subsidies, Pluxee is building a platform for life enhancement—starting with health.
In partnership with Inrupt, Pluxee Belgium is pioneering a new model: the Healthy Lifestyle Wallet. Powered by Inrupt’s Solid-based technology and enterprise infrastructure rooted in user data ownership, the initiative is part of a broader strategy to transform how benefits are delivered, consumed, and experienced. What began as a bold idea within the G12—an innovation consortium of retailers and brands led by Gondola—will soon evolve into a working prototype, with a proof-of-concept (POC) rolling out in Belgium for 18- to 25-year-olds.
“We’re not just digitizing benefits, we’re humanizing data. Together with our partners, we’re building a world where your data works as hard for your health as you do.”
- Ben Broeckx, Managing Director, Pluxee Belgium
Pluxee Belgium and its G12 partners identified a striking paradox: People want to make healthier choices, but face persistent barriers—what they coined the “Healthy Choice Paradox.” The obstacles?
Though many employers attempt to support health and wellness—via gym subsidies, food vouchers, or wellness apps—these efforts are often fragmented and siloed. “It’s like giving someone a toolbox where none of the tools work together,” Broeckx explains.
At the same time, its infrastructure limited Pluxee Belgium’s ability to support personalized, data-driven, and AI-powered services—especially within the privacy-first regulatory environment of Europe. The company needed a new approach, one that could empower users without forcing them to give up control of their data for personalization.
“What I’m really looking at right now is Agentic AI and what it can bring if it starts with consented user data”, says Broeckx. “Once consent is given, the ability to have agentic AI rove a landscape of available data and relevant answers– to questions that perhaps you didn’t even know to ask yourself– is amazing.”
The partnership with Inrupt and adoption of Solid marked a major shift. Rather than asking how to get users to engage with their health, the team flipped the question: How can we meet users where they already are and make their health-related choices better with data and AI?
The Healthy Lifestyle Wallet does just that. It enables individuals to securely manage and share their health-related data—across fitness trackers, grocery purchases, wellness goals, and even lab results—from a single, user-owned location. No centralized databases. No vendor lock-in. Just the user, in full control.
Pluxee Belgium chose Solid for three core reasons:
Future-proofing: As users change jobs, age, or move across borders, their wallet—and all its data and insights—moves with them.
The Healthy Lifestyle Wallet unlocks three game-changing capabilities that wouldn’t be possible in traditional, app-based systems:
The impact of this approach goes beyond benefits. Pluxee Belgium sees the wallet as a foundation for a more collaborative, user-centric ecosystem—where retailers, healthcare providers, and even governments work together to support well-being, not exploit data. As Broeckx puts it: “The winners won’t be those who hoard data. It’ll be those who build the most useful bridges to it.”
Pluxee Belgium will soon be testing the wallet with a pilot group of young adults in Belgium, measuring outcomes like quality-of-life improvements, data-sharing satisfaction, and platform engagement. Longer-term, the company plans to scale across age groups and regions—ultimately expanding the wallet’s utility into domains like transportation, education, and financial wellness.
As for the role of Inrupt? “They’re not just a tech vendor—they’re a strategic partner in helping us reimagine the very purpose of a benefits platform,” says Broeckx. “We’re moving from monetizing data collection to monetizing data utility. And that changes everything."
