Firstup boosts employee comms with new personalisation tools

Firstup has rolled out a platform update that extends personalisation across employee homepages, content feeds, and analytics, as workplace communications vendors compete for attention in a crowded corporate tools market.

The release adds new controls for creating different homepage experiences for different employee groups. It also introduces new options for targeting content within existing topics, expands analytics for its UKG Pro integration, and adds a self-service option for automated data exports.

Firstup sells a communications and engagement platform that employers use to publish internal updates and resources across channels such as email and mobile. The product is positioned around personalisation and targeting for large workforces, including frontline employees.

Homepage Changes

A central element of the release is an expansion of Firstup's Custom Homepage. The product now supports "Personalized Homepages by audiences," allowing organisations to build distinct homepages for employee groups based on attributes such as role, location, and tenure.

More of the Custom Homepage experience is also now available on mobile. Firstup said iOS and Android users can receive device-optimised image banners as part of the homepage experience.

Another change adds "prioritization logic" for homepage ordering. Firstup described a drag-and-drop method that lets administrators set which page employees see first.

The update also adds "content stacking and filtering" for homepages. This groups multiple topics into single modules and gives administrators control over content visibility.

Firstup also highlighted how Custom Homepage fits alongside other parts of its product suite. Knowledge Hubs serve as central locations for policies, resources, and initiatives, while Shortcuts provide quick access to systems and actions.

According to Firstup, the new homepage options do not require code, an SDK, or IT involvement, shifting more configuration work to business teams that manage internal communications.

Targeting Controls

The release adds a feature called Focused Content, which Firstup describes as a way for communicators to target specific audiences within existing topics. The company said it supports targeting subsets within topics and can reduce the need for separate topics by allowing multiple audiences within a single topic structure.

The update follows the previous launch of "Audience Block Targeting," introduced in the prior quarter. That earlier release established block-level targeting; the latest update extends personalisation across more of the user experience, including the homepage, feed, and analytics.

In internal communications tools, audience targeting often sits at the heart of adoption. Employers frequently run multiple campaigns at once, reaching audiences that range from office staff to operational teams. Vendors have increasingly invested in segmentation, mobile access, and governance features as organisations balance publishing speed with compliance and consistency.

Data And Insights

Firstup has expanded analytics and self-service features in the platform. One addition is "UKG Pro Integration Insights," which the company said provides deeper usage metrics for actions taken through the UKG integration.

The update also introduces "Direct Data Export Self-Service." Firstup said customers can configure and manage automated exports independently, building on earlier improvements to its Direct Data Export functionality.

Data export tools can be important for organisations that want to connect engagement and communications activity with HR and operational datasets. They can also affect how quickly internal teams respond to reporting requests from senior management, communications teams, and HR leaders.

Bill Schuh, CEO of Firstup, said the release was focused on expanding personalisation across the platform.

"Personalization isn't just a core building block of our platform. It's the foundation for driving real business outcomes for our customers," said Schuh. "When their employees see content and resources that are directly relevant to them, through the channel that is optimal for them, they engage at up to 3x baseline rates and take actions that lead to results. This release helps our customers deliver that kind of relevance and impact at scale."

Cheryl Chavez, CPO of Firstup, said the release builds on the company's broader product direction.

"This latest release is the next step in our personalization strategy," said Chavez. "We're giving our customers real precision in how they reach their employees: audience-targeted homepages, content delivery to specific segments of employees, and self-service data exports. These are powerful enhancements that help boost employee productivity and drive real business outcomes."