Under the leadership of CEO Jen Morgan, who joined in August 2024, UKG’s executive team announced a major rebrand this week. The company, a provider of human capital and workforce management software, said the initiative repositions its solutions in the market while preserving core strengths.
The UKG name remains, as does the company’s commitment to HCM and workforce management solutions, according to an exclusive leadership interview with HR Executive. The HR tech giant is now positioning itself as a workforce operating platform. This strategic shift reflects the evolving needs of today’s organizations, according to leadership.
“This rebrand flows from the frontline, to the front office, to the executive suite,” explains Sarah Hodges, chief marketing officer, who joined the firm earlier this year. The company is unveiling a thoughtful new logo and messaging that emphasizes what Hodges calls “people-first AI.”
For current customers, UKG Pro HCM, UKG Pro WFM and UKG Ready HCM are not going away. Hodges says this rebrand is about reinforcing and expanding the company’s impact, particularly for frontline workforces.
Read more: UKG announces AI agents as HR tech vendors race to innovate
The frontline-first approach at UKG
According to Hodges, “the frontline is more important than ever before.” The new workforce operating platform brings together three core elements: HR, workforce management and pay.
At the heart of this platform is AI, according to Hodges, designed to extend practical tools offering assistants and agents.
UKG repositions itself with a focus on productivity, workforce insight and people intelligence. The strategy is aimed at what Hodges describes as “sophisticated frontline operations.”
The rebrand emphasizes outcomes, values and a customer-focused approach built on high trust. For HR leaders, Hodges says, this evolution signals the firm’s commitment to addressing the complete spectrum of workforce needs within a unified platform.
