The ease of communication with parents, the running log of the conversations, and the ability to have translations done for me. I am unfamiliar with your competitors.

Ability to text parents while protecting my personal information. So many parents avoid answering when they see the school call, so text is a great way to make contact. (Because they are used to avoiding admin, but willing to talk to a counselor.)

I have several families who speak Spanish and TalkingPoints gives the the ability to text freely back and forth without worrying about my Spanish grammar! With Google Translate I always have to check if what I wrote is correct. TalkingPoints is easy to use and set up with families!