Incident.io, a SaaS business, has an on-call rota to provide 24x7 coverage for their app. They believe everyone should be on-call as it helps tighten feedback loops between shipping and running the product, leading to better engineering decisions. The company compensates for the inconvenience of being on-call by paying a fixed amount per week, calculated automatically from schedules. They also aim to make overrides fair and avoid complex swaps of time. Incident.io cares about employees' home life and provides support during on-call shifts, including finding replacements when needed and encouraging communication about personal situations.