With less than 5% voluntary employee attrition and 40% of the team promoted internally, the fintech start-up demonstrates how culture can become a core growth strategy
In India’s cutthroat startup ecosystem, where 70% employee turnover is the norm and career breaks can often be career killers, Entitled Solutions has quietly built something revolutionary: a workplace where women don’t just survive career comebacks but lead them.
The fintech start-up, which offers inclusive financial and healthcare solutions for India’s blue-collar workforce, has bucked industry trends with under 5% voluntary attrition since inception. But, most remarkably, it has demonstrated how businesses can empower its employees, especially women navigating the intersection of ambition and motherhood – and how providing them with second chances can create first-rate leaders.
“We built a company we wanted to work in – not one we had to escape from,” says Anshul Khurana, Co-founder of Entitled Solutions. This philosophy has led to something quite rare in the ultracompetitive fintech sector: a compelling story of employee loyalty in an industry where job-hopping is the norm. Over 80% of new hires come through internal referrals, while the average employee tenure of 2.5 years outshines the sector-wide standard of 1-1.5 years. With nearly 40% of the team promoted internally, Entitled has cracked the code on retention whilst fostering genuine career growth.
But behind these statistics lie deeply personal stories of women who found more than employment – they found empowerment. The first employee to join Entitled Solutions took a paycut of 50% for an organisational culture where comfort and conviction walked hand-in-hand, and where meaningful work could provide a sense of belonging. Today, she leads an entire business vertical and describes the workplace as “my baby now.”
Another member of Entitled Solutions’ operations team recounts returning to work after a career break due to motherhood and facing the typical challenges – technological gaps, employer scepticism, and outright rejection. While many companies overlooked her application, Entitled Solutions approached her through an internal referral. Despite the technological gap, the team interviewed her without prejudices and made an offer to bring her on board.
At Entitled Solutions, this progressive approach to work-life balance is not the exception, but the norm. Another team member who found herself looking for a job in Mumbai due to family emergency and subsequent marriage was quickly interviewed and hired – and, four years on, she is thriving in a leadership role. Even when she took a maternity leave while at the company, the work culture ensured a seamless transition upon her return.
These stories exemplify Entitled’s approach to talent: seeing potential where others see risk and creating pathways for growth that defy conventional wisdom. The ripple effects extend beyond individual success stories. Through her role at Entitled, one team member has been able to offer employment opportunities to three underprivileged girls from a foundation where she volunteers – creating a cascade of empowerment that extends far beyond the company walls.
For Entitled Solutions, this culture of a people-first approach has created a competitive advantage in a sector where burnout is endemic and talent acquisition costs are soaring. Anshul Khurana, Co-founder and CEO, Entitled Solutions adds, “We don’t just want to grow fast; we want to grow right. Our focus on fostering employee trust and growth has helped us eliminate the expensive cycle of constant hiring and training. When people feel valued, supported, and empowered, they stay and they thrive, lead, and inspire others to do the same.”
In a business landscape where job loyalty feels antiquated, Entitled Solutions has tapped into its power. The company’s success suggests a simple truth: in the battle for talent, the winners won’t be those who extract the most from employees, but those who invest the most in them.
