HealthNow
HealthNow is a New Zealand fintech operating the Extraordinary Pay employee benefits platform, which consolidates gifting, rewards, recognition, allowances, and tax-free public transport into a single employer platform with employee app and Mastercard debit card for enterprise customers.
- Company typePrivate
- Founded2021
- HeadquartersAuckland, New Zealand
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What HealthNow does
HealthNow is a New Zealand-based financial technology company founded in 2021 that operates the Extraordinary Pay employee benefits platform. The platform consolidates gifting, rewards, peer-to-peer recognition, allowances, and tax-free public transport benefits into a single offering for employers, delivered through an employer dashboard, an employee mobile app, and a digital/physical Mastercard debit card (accessible via Apple Pay, Google Pay, or physical issuance). HealthNow has obtained an IRD product ruling that simplifies fringe benefit tax compliance for New Zealand customers, and serves enterprise customers across New Zealand banking (ASB, BNZ), telecommunications (Spark, 2Degrees, Chorus), professional services (Deloitte, PwC), insurance (Southern Cross), and other sectors (Air NZ, Turners, Connetics).
The company's revenue model is built on a subscription basis, selling organization-wide access to the platform with tiered modules and per-employee or quote-based pricing on an annual billing cadence. HealthNow pursues a direct-to-employer go-to-market motion, supported by demo requests, case-study content, and earned media coverage in New Zealand business outlets. The company has also acquired the U.S.-based CoverUS digital prescription discount platform with the intent to launch a healthcare payments and financing app in the American market, and has signaled expansion into Australia. With 11-50 employees and a single disclosed NZ$2.08M funding round in June 2024 led by Icehouse Ventures, HealthNow remains a small, growth-stage company pursuing a multi-market employee benefits and healthcare financing strategy.
HealthNow firmographics
Firmographics- Name
- HealthNow
- Website
- https://healthnow.co.nz
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- HealthNow is a New Zealand fintech operating the Extraordinary Pay employee benefits platform, which consolidates gifting, rewards, recognition, allowances, and tax-free public transport into a single employer platform with employee app and Mastercard debit card for enterprise customers.
- Ownership category
- akta.pro rank
HealthNow industry classification
Industry- Product category
- Employee Benefits Platform
- NAICS
- Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Flexible Benefits Administration (FSA/HSA/HRA) (HLAEALAK)
- akta.pro secondary industries
- Care Navigation, Advocacy & Benefits Guidance Platforms (HLALADAJ), Government Benefit & EBT / Social Program Cards (FSAMANAF)
Keywords
Where HealthNow is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
HealthNow business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Employee Benefits Platform Subscription: Organizations pay for access to the Extraordinary platform including employer dashboard, employee app, and benefit modules. Pricing is likely per-employee or tiered based on organization size and modules selected.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Organization tier - businesses of all sizes |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
HealthNow product offering
Product offeringCore offering
HealthNow's Extraordinary Pay is a unified, cloud-based employee benefits and rewards card platform that consolidates gifting, rewards, peer-to-peer recognition, allowances, and tax-free public transport benefits into a single offering for organizations. The platform pairs an Employer Platform dashboard with an Employee App and the Extraordinary Card (a digital/physical Mastercard accepted anywhere), supported by an IRD product ruling that simplifies New Zealand fringe benefit tax compliance. The company also owns the CoverUS digital prescription discount platform, a planned US-market product for healthcare consumer financing.
Product overview
HealthNow operates a platform-plus-modules architecture through its Extraordinary Pay employee benefits platform. The core offering consists of an Employer Platform for management, an Employee App for employees, and an Extraordinary Card (available digitally via Apple Pay/Google Pay or as a physical card). Multiple benefit modules sit atop this foundation: Gifting & Rewards, Allowances, Tax-free Public Transport, and Peer-to-Peer Recognition. HealthNow also acquired U.S.-based CoverUS, a digital prescription discount platform, with plans to launch CoverUS Payments app for the U.S. market.
Differentiator
Problem solved
Functional benefit
Products and services
- Extraordinary Pay Platform A unified, cloud-based employee benefits and rewards card platform for organizations. Includes the Employer Platform dashboard for managing employees, modules, and controls; the Employee App for spending, balance checks, and support; and the Extraordinary Card (Mastercard debit available via Apple Pay, Google Pay, or as a physical card). Benefit modules covering Gifting & Rewards, Allowances, Tax-free Public Transport, and Peer-to-Peer Recognition are delivered on top of this core platform. The platform holds an IRD product ruling to simplify New Zealand fringe benefit tax compliance and is designed to scale to 100,000+ employees.
- CoverUS A US-based digital prescription discount platform acquired by HealthNow, intended to be relaunched/extended as the CoverUS Payments app to help American consumers finance healthcare costs and gain access to providers. Represents HealthNow's entry into the US healthcare consumer financing market.
Companies that use HealthNow
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles2 records
HealthNow technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
HealthNow partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- CoverUScoreHealthNow acquired U.S.-based digital prescription discount platform CoverUS. Plan to launch the CoverUS Payments app in the U.S. to help Americans finance healthcare costs and increase access to providers. This represents HealthNow's expansion into the American healthcare financing market.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
HealthNow competitors and assessment
Company assessmentEmerging players
- Compt: Flexible lifestyle benefits and stipends platform for modern employers. Highly comparable to HealthNow's Allowances module and consolidated flexible benefits delivery model.
- Goody for Business: Digital gifting and rewards platform aimed at corporate HR and people teams. Closely matches HealthNow's gifting/rewards module with instant digital card delivery.
Broad incumbents
- Dayforce (Ceridian) Benefits Administration: Global HCM platform with embedded benefits administration serving large employers. Broad incumbent offering overlap with HealthNow's employer dashboard and compliance/reporting layer.
- Pluxee (formerly Sodexo Benefits & Rewards): Global employee benefits and engagement solutions provider with prepaid card and recognition products. Broad incumbent with multinational employer footprint that HealthNow will increasingly compete against in Australia and US expansion.
- Workday Benefits & Wellness: Enterprise cloud applications platform with broad benefits administration capabilities bundled into the HCM stack. Broad incumbent pressure as HealthNow pitches mid-market and enterprise HR teams.
Direct peers
- Benefex: UK-headquartered employee benefits, reward, and recognition platform serving large enterprises with flexible benefits programs. Directly comparable to HealthNow's Extraordinary Pay in offering consolidated benefits modules delivered via a SaaS platform.
- Reward Gateway: Global employee engagement and benefits platform focused on rewards, recognition, and wellbeing. Strong direct overlap with HealthNow's peer-to-peer recognition and gifting/rewards modules.
- Perkbox: UK-based employee benefits and perks platform offering curated perks, recognition, and wellbeing tools. Comparable in consolidating benefits through a single employee-facing platform experience.
- Blackhawk Network (Tango Card): Major digital payments and rewards platform that operates stored-value card programs (including Tango Card). Comparable to HealthNow's Extraordinary Card and gifting/rewards infrastructure built on a Mastercard stack.
Regional players
- Catch (Australia): Australian employee benefits and perks marketplace. A regional peer relevant to HealthNow's stated Australia expansion ambitions under similar ANZ enterprise benefits category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
HealthNow social profiles
Digital presenceHealthNow compliance and trust
Trust signalCompliance1 record
HealthNow financial estimates
Financial estimateRevenue estimate
Valuation estimate
HealthNow leadership team
Management profileNumber of profiles
HealthNow subsidiaries and ownership
Company hierarchySubsidiaries1 record
HealthNow funding detail
Funding detailFunding overview
Funding rounds2 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HealthNow M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about HealthNow
What does HealthNow do?
HealthNow's Extraordinary Pay is a unified, cloud-based employee benefits and rewards card platform that consolidates gifting, rewards, peer-to-peer recognition, allowances, and tax-free public transport benefits into a single offering for organizations. The platform pairs an Employer Platform dashboard with an Employee App and the Extraordinary Card (a digital/physical Mastercard accepted anywhere), supported by an IRD product ruling that simplifies New Zealand fringe benefit tax compliance. The company also owns the CoverUS digital prescription discount platform, a planned US-market product for healthcare consumer financing.
Is HealthNow a public or private company?
HealthNow is a private company. It is classified as venture growth investor backed and is currently operating.
When was HealthNow founded?
HealthNow was founded in 2021. It employs 11 to 50 people.
Where is HealthNow based?
HealthNow is headquartered in Auckland, New Zealand, in the Oceania region.
How does HealthNow make money?
One revenue line is on record: employee Benefits Platform Subscription.
Who are HealthNow's main competitors?
Emerging players on record are Compt and Goody for Business. Broad incumbents are Dayforce (Ceridian) Benefits Administration, Pluxee (formerly Sodexo Benefits & Rewards) and Workday Benefits & Wellness. Direct peers are Benefex, Reward Gateway, Perkbox and Blackhawk Network (Tango Card). Catch (Australia) is listed as a regional player.
Does HealthNow have an API?
No public API is recorded for HealthNow.
What industry is HealthNow in?
HealthNow's product category is Employee Benefits Platform. Its primary akta.pro industry code is HLAEALAK, Flexible Benefits Administration (FSA/HSA/HRA), with a secondary code of HLALADAJ, Care Navigation, Advocacy & Benefits Guidance Platforms. Its NAICS code is 524292 and its SIC code is 7370.