Why This AI Founder Pays Employees an Extra $18,000 to Live Near the Office
For Sebastian Jimenez, CEO of New York City-based AI startup Rilla, proximity isn’t just convenient — it’s worth subsidizing.
Jimenez recently introduced an $18,000 annual housing stipend for employees who live within a 10-minute bike ride of the company’s office in Williamsburg, Brooklyn. The goal? Eliminate commuting friction so his team can spend more time in a state of deep focus and productivity.
“We want to remove friction from people’s lives so they can spend more time in the flow,” Jimenez told Business Insider.
High-Stakes Location, High-Stakes Culture
Rilla, founded in 2019, builds speech analytics tools for sales teams. The company relocated to downtown Williamsburg earlier this year — a now-upscale neighborhood filled with trendy restaurants, flagship retail, and striking Manhattan skyline views. While it sits conveniently on a major subway line, it’s also one of Brooklyn’s most expensive areas. Without the stipend, many employees might opt for more affordable housing farther away.
The incentive appears to be working: roughly **80% of employees** are taking the housing benefit.
A “Hardcore” Approach to Work and Life
Jimenez makes no secret of Rilla’s intense culture. Employees typically work 12-hour days, six days a week. In return, the company provides three free meals daily and is planning to add a gym, sauna, and cold plunge on-site.
“I was deeply influenced by the book *Flow: The Psychology of Optimal Experience*,” Jimenez explained. “The central idea is that one of life’s purposes is to spend as much time as possible in a state of complete focus and immersion. That’s what we optimize for.”
He also drew inspiration from Elon Musk’s description of a “hardcore” culture at Twitter (now X). For Jimenez, shortening commutes is a direct investment in that mindset.
“When you spend that much time working, you become much more intentional about how you use the rest of your day,” he said.