HiBob Targets UK SMBs With HR Tech That Doesn’t Try to Do Everything
HiBob, maker of the popular HR platform Bob, is rolling out a new suite of simplified tools aimed squarely at UK-based small and midsize businesses—specifically those with 50 to 200 employees. The goal? Deliver an HR and payroll solution that ditches the “do-it-all” bloat and offers only what growing teams actually need.
Dubbed Payroll Starter, Talent Starter, and a combo Payroll + Talent Starter bundle, the new offering is HiBob’s answer to what it says are persistent SMB pain points: too much complexity, too little clarity, and platforms that either overpromise or underdeliver.
HR Tech, Minus the Mystery Meat
Unlike many of today’s modular HR platforms—which encourage a DIY “build-your-own” approach that often leads to confusion and cost creep—HiBob’s new bundles are designed to be plug-and-play. Clear pricing, no hidden add-ons, and tools that actually match the maturity of the business.
The stripped-down experience still pulls from Bob’s enterprise-grade DNA, but trims the fat for smaller teams. And that’s by design. HiBob’s product team developed the bundles in direct response to market research and SMB feedback, which indicated a common frustration: too many HR systems look simple until you start using them.
“We’ve seen too many small businesses struggle with systems that look simple but turn out not to be,” said Ronni Zehavi, HiBob’s CEO and co-founder. “We wanted to deliver something truly useful grounded in customer realities.”
The Goldilocks Zone of HR Tech
HiBob’s move comes at a moment when SMBs are increasingly wary of buying into sprawling HR suites built for larger enterprises. With economic pressures continuing and hiring in flux, small businesses want tools that don’t need a dedicated admin team or a six-month onboarding process.
Each of the new bundles is built to scale as a company grows—no replatforming needed. That makes Bob a potentially long-term HR partner, not just a stopgap. It also sets the platform apart from scrappier tools like CharlieHR or more expansive platforms like BambooHR, which may either overshoot or underserve depending on the business stage.
Why It Matters
The SMB segment has long been the HR tech industry’s growth engine, but it’s also one of its most underserved. Many products try to scale down enterprise features, often resulting in clunky user experiences or opaque pricing. HiBob’s approach flips that: Start lean, stay clear, and scale only when you need to.
For UK SMBs juggling HR compliance, payroll, and talent retention without the IT resources of a larger firm, a focused, transparent platform could be a welcome relief—and a long-term fit.
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