Working Solutions marks 30 years with brand refresh and new digital tools

Working Solutions is celebrating its 30th anniversary with a brand refresh, a redesigned website, new digital tools and fresh leadership as it expands deeper into healthcare, senior care and financial services. The Plano, Texas-based BPO firm is leaning on AI-assisted technology and human agents to emphasize customer experience as a driver of retention and revenue.

Why it matters: - Working Solutions is positioning customer experience as a business lever at a time of economic uncertainty. - The company is tying its 30-year milestone to a broader push into high-touch service categories where trust and responsiveness matter most. - The refresh signals how BPO firms are blending AI tools with live-agent support to compete on speed, scale and empathy.

What happened: - Working Solutions is celebrating its 30th anniversary this October. - The Plano, Texas-based BPO company marked the milestone with a brand refresh, a redesigned website at workingsolutions.com, new proprietary AI-enabled tools and expanded offerings. - The company also named Don Abell as its new marketing leader after longtime Chief Marketing Officer Gail Rigler retired following 14 years.

The details: - Working Solutions said the refreshed digital experience is designed to make it easier for visitors to explore services and connect with the team. - The company expanded its focus in healthcare, senior care and financial services. - Working Solutions developed a specialized certification program for senior care agents to better prepare them for complex customer needs. - In healthcare, agents role-play difficult benefit-plan calls for fall enrollment. - In senior care, agents help families find assisted living for loved ones nationwide. - Working Solutions said its model blends AI with human expertise for prompt, practical customer service and sales. - Founder and CEO Kim Houlne said customers define a brand one conversation at a time. - Houlne said AI is useful for data-heavy and routine work, while efficiency and empathy remain essential for service.

Between the lines: - The anniversary rollout is as much a market-positioning exercise as a brand update. - Working Solutions is using the refresh to reinforce a core message: automation can support service, but it does not replace human judgment in emotionally complex interactions. - The company is also signaling continuity, pairing a new look and new leader with a long-running brand promise built on trust. - Working Solutions said the shift reflects a strategy of “reinvent[ing] in place,” building on existing strengths rather than rebranding from scratch. - The company cited industry recognition, including Business Process Outsourcer of the Year at Customer Contact Week in 2025 and finalist status in 2026. - Working Solutions was also named a 2026 Global GigCX Peak Leader by GigCXTalent for vision, secure technology and ability to scale flexible talent for enterprise support.

What's next: - Working Solutions is expected to keep expanding its healthcare, senior care and financial services offerings. - Abell will guide the next phase of the company’s brand and marketing strategy. - The company will likely keep emphasizing AI-enabled tools alongside live-agent service as customer expectations shift.

The bottom line: - Working Solutions is using its 30th anniversary to show it plans to grow by pairing AI-driven efficiency with human-led customer care.