Dive Brief:
UnitedHealthcare has unveiled a direct-to-consumer portal for commercial members to buy additional benefits that may not be covered by their employer.
The marketplace, called UHC Store, is available on UnitedHealthcare’s app and website for more than 6 million eligible members, the company announced Wednesday. UnitedHealthcare aims to expand UHC Store to 18 million members this year.
UHC Store includes weight loss programs, chronic condition management and women’s health resources, among other offerings, with some available at a discount. UnitedHealthcare will receive a “nominal vendor discount” for hosting offerings on the store, a spokesperson said.
Dive Insight:
UnitedHealthcare’s direct-to-consumer play comes as insurers work to improve consumer trust that’s eroded in part due to the complexity of interacting with and understanding one’s benefits, according to experts. In its press release, the UnitedHealth-owned insurer said it aims to improve member experience and increase healthcare access by giving consumers the chance to shop between personalized benefits.
UHC Store includes programs in a range of categories, including women’s health, mental health, family planning, pregnancy needs, weight management and coordination for complex or chronic conditions, like diabetes or musculoskeletal disorders. Some services will be available at an up to 15% discount off of standard retail pricing, though discounts will vary based on the product and the negotiated rate with suppliers, the UnitedHealthcare spokesperson said.
They did not provide a full list of included programs, including which specifically are available at a discount, but said the offerings include “products and services from well-known and popular health and wellness brands.”
Employers have traditionally struggled with member uptake of such programs when they’ve been made available. Hosting a range of options in a single marketplace could give patients an opportunity to self-select into what interests them. But it’s not a replacement for actual insurance, UnitedHealthcare warned.
“UHC Store is not a product, program nor service, is not insurance, and is not a substitute for health plan benefits nor professional medical advice, diagnosis, or treatment. UnitedHealthcare does not endorse nor guarantee offerings available through UHC Store,” UnitedHealthcare wrote in a disclaimer.
Still, the marketplace could allow consumers to retain access to benefits that could be on the chopping block for employers as they try to control spiking healthcare costs.
Employer forecasts of how drastically health benefits spending will increase for 2026 vary, but generally range from about 6% to 9%, according to different surveys. That’s led many employers to consider shifting more costs along to their members in the form of higher deductibles and other cost-sharing provisions: Half of large employers said they’re likely or very likely to shift more costs onto employees next year, according to a July survey from Mercer.
Surveys have also found that employers generally don’t plan to expand benefits next year and could even trim underutilized offerings to save money.
