PDHI

What PDHI does

PDHI (Protocol Driven Healthcare, Inc.) is a privately held U.S. software company founded in 1997 and headquartered in North Brunswick, New Jersey, with a client services operations center in Des Moines, Iowa. The company builds and operates the ConXus Platform, a modular, white-label, highly configurable digital health and wellness platform sold primarily to U.S. health plans (Medicaid, Medicare Advantage, Medicare, commercial), wellness service providers, and large employers. The platform delivers NCQA-certified health risk assessments, biometric screening management, NCQA-certified self-management action plans, health coaching tools, automated rewards and incentive fulfillment, device integrations, and real-time reporting dashboards, with optional Completion Support Services that include multilingual live agents, paper, phone, email, text, and mail outreach to drive assessment completion across diverse populations.

The product architecture is modular, allowing clients to license individual capabilities (assessments, incentives, biometrics, coaching, challenges) and embed them into existing member portals, EHRs, and care management systems via SSO integrations with partners such as HealthTrio and VBA. PDHI's principal commercial differentiator is its regulatory posture: NCQA Wellness and Health Promotion (WHP) Certification held continuously since 2008 across both Health Appraisal and Self-Management Tools (9th consecutive cycle in 2024) and HITRUST r2 Certification since 2015, augmented by HIPAA, GDPR, CCPA, and EU-U.S. Data Privacy Framework compliance. The 2025 product roadmap includes MyJourney (personalized member guidance), Health Assessment v4.5, a refreshed Action Plans experience, and Step Tracker functionality.

Revenue is generated through a combination of recurring white-label platform licensing (SaaS), one-time implementation and professional services, managed multi-channel outreach services, and transaction-based incentive fulfillment. The company sells primarily through direct enterprise field sales supplemented by channel partners (wellness vendors, EAP providers, member portal integrators) and pursues thought-leadership demand generation via industry events (WELCOA, NCQA Health Innovation Summit), webinars, case studies, and a content-driven website. PDHI claims 22M+ lives covered across 650+ active programs, with a customer roster that includes large regional and national Medicaid/Medicare health plans, wellness resellers (Elevation Corporate Health, Watkins Wellness, Impact Health, BHS), and integration partners. The company is led by CEO and Co-founder Jennifer Jolley, with Lee Penn serving as Chief Financial Officer and Chief Compliance Officer, and operates with a lean headcount of 11–50 employees despite its long operating history and broad program footprint.

Name

PDHI

Legal name

Protocol Driven Healthcare, Inc.

Website

https://pdhi.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

PDHI is a privately held U.S. software company that provides the modular, white-label ConXus wellness platform to health plans, wellness service providers, and large employers. Its NCQA-certified and HITRUST-certified platform delivers health risk assessments, incentives, biometrics, coaching, and population health tools across 22M+ lives.

Ownership category

akta.pro rank

Product category

Enterprise Wellness Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182), Custom Computer Programming Services (541511)

SIC

Services-Prepackaged Software (7372), Services-Computer Processing & Data Preparation (7374), Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Consent, Preference & Data Rights Management (incl. HIPAA/GDPR support) (HLACAIAG)

Keywords

• Enterprise wellness platform
• White-label health technology
• Population health management
• Wellness incentive programs
• Biometric screening solutions

Headquarters

HQ city

North Brunswick

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Platform Licensing (SaaS): White-label platform licensing to health plans, wellness vendors, and employers. Modular approach allows clients to select specific capabilities (assessments, incentives, coaching, biometrics) based on their needs. Revenue is recurring as clients pay for ongoing platform access and support.
2. Implementation + Professional Services: Custom implementation services including platform configuration, branding, integration with existing systems (member portals, EHRs, care management systems), and data migration. One-time setup fees with potential for ongoing support contracts.
3. Completion Support Services: Additional services for member outreach including live agent phone calls, multilingual support, paper form processing, and multi-channel engagement campaigns to drive assessment completion rates.
4. Incentive Fulfillment: Reward fulfillment services including gift card procurement and distribution. Works with reward fulfillment partners like Online Rewards to deliver gift cards to Medicaid, Medicare, and commercial plan members.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

PDHI develops and licenses the ConXus Platform, a modular, white-label enterprise wellness platform that enables health plans, third-party administrators, wellness service providers, and large employers to deliver health risk assessments, biometric screenings, personalized action plans, incentive/rewards programs, health coaching, and population-health analytics under the client's own brand. Revenue is generated from SaaS licensing of the platform, implementation and professional services, completion-support services, managed health-assessment programs, and commission-based incentive fulfillment.

Product overview

PDHI (Protocol Driven Healthcare, Inc.) offers the ConXus Platform, a modular white-label wellness platform for health plans, wellness vendors, and large employers. The platform supports population-level health initiatives through engagement, prevention, and scalable digital health solutions. The core architecture consists of the ConXus Platform as the central hub, with configurable modules including Health Assessments (NCQA-certified health risk assessment with multi-channel delivery), Biometric Manager (screening management), Health Coaching Tools (coaching workflows), Rewards + Incentives Module (automated incentive tracking and gift card fulfillment), and Engagement Modules (Wellness Dashboard, Challenges + Events, Activity Tracking, Device Integrations, Health Education, Personal Health Record, Action Plans, Reporting + Administration Tools). The platform is complemented by Completion Support Services for multilingual outreach and the Health Assessment Insights Dashboard for real-time analytics. Additional offerings include MyJourney for personalized member guidance.

Differentiator

Problem solved

Functional benefit

Products and services

• ConXus Platform Modular, white-label enterprise wellness platform that lets health plans, wellness vendors, and large employers deliver branded health-risk assessments, biometric screenings, incentive programs, coaching, and population-health analytics to members and employees; licensed on a subscription/SaaS basis with implementation and professional services.
• Health Assessments Module Configurable health-risk assessment module built on NCQA-certified instruments, delivered as part of the ConXus Platform to capture member/employee health data and risk profiles for wellness programs.
• Wellness Dashboard Member- and population-level wellness dashboard that aggregates assessment, biometric, incentive, and engagement data to give participants a personalized view and program administrators aggregated analytics.
• Rewards + Incentives Module Rewards and incentive management module that automates tracking of member wellness activities against client-defined incentive rules and supports commission-based fulfillment for partners.
• Action Plans Module Personalized health action plans driven by assessment results and predictive analytics, recommending next steps for at-risk members within the ConXus white-label experience.
• Challenges + Events Module Module enabling wellness program challenges and event participation campaigns, used to drive member engagement and to feed incentives engine data on activity completion.
• Activity Tracking Module Activity tracking module that ingests steps, exercise, and other activity data (including wearable device integrations) to power challenges, incentives, and personalized coaching.
• Health Education Module Health-education content module providing educational resources and programs aligned to member risk profiles, delivered under the client's white-label brand.
• Personal Health Record (PHR) Personal Health Record module that consolidates member-reported and clinical information into a single, white-labeled record accessible to the participant and the wellness program.
• Biometric Manager Biometric screening management module that tracks biometric events, results, and screening compliance for wellness programs; integrates with screening vendors and feeds data into analytics and incentives.
• Health Coaching Tools Health-coaching workflow module that supports coaches' interactions with members, including scheduling, content delivery, progress notes, and integration with risk-stratified coaching programs.
• Reporting + Administration Tools Administrative and reporting tools that allow program administrators to configure the platform, manage users, run operational reports, and export data for client and regulatory reporting.
• Completion Support Services Professional service offering where PDHI's team handles outreach and follow-up with members to drive completion of health risk assessments and other wellness activities on behalf of clients.
• Health Assessment Insights Dashboard Specialized analytics dashboard that visualizes health-risk assessment results across a population, with stratification and segmentation for program administrators and clinical teams.
• MyJourney Personalized member-journey experience that combines assessments, action plans, coaching touchpoints, and incentives into a single, white-labeled participant flow within the ConXus Platform.
• Managed Health Assessments Service PDHI-operated, end-to-end managed service for administering health-risk assessments on behalf of clients, including outreach, completion support, and reporting; delivered using the ConXus Platform and PDHI's completion-support operations team.

Quantifiable outcome

• Increased health assessment usage from <1% to 10% projected in first year for California Health Plan
• +7 more outcomes

Named customers11 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability4 records

Feature15 records

Partnerships

Four partnerships are on record, tiered minor and core.

• mPulseminorGTM or Marketing Partner · 15 May 2025Co-hosted webinar on maximizing HRA completion rates for dual-eligible members. Partnership focused on educational content marketing around population health strategies.
• HealthTriocoreTechnology or IntegrationHealthTrio has partnered with PDHI for more than five years to provide comprehensive Health Risk Assessments (HRA) to their health plan clients. PDHI's certified assessments are integrated into HealthTrio's member portal platform, enabling seamless HRA completion for members.
• VBAcoreGTM or Marketing PartnerVBA serves as a Member Engagement Partner with PDHI. The partnership combines PDHI's ConXus Platform with VBA's Gateway portal to support clients in managing healthcare costs and improving member engagement.
• Elevation HealthcoreChannel Partner/ Reseller/ DistributorElevation Corporate Health, an award-winning onsite fitness and wellness management company, white-labels PDHI's platform to deliver wellness programs to their employer clients. Achieved 83% engagement rate in first year using PDHI.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Limeade: Limeade is an enterprise employee wellbeing and engagement platform offering health assessments, well-being programs, and analytics. Competitor to PDHI in the employer and health plan wellness market with overlapping HRA, incentive, and engagement functionality.
• Sharecare: Sharecare provides a digital health and wellness engagement platform spanning HRAs, biometrics, rewards, and chronic-condition programs. Competes directly with PDHI for health plan, employer, and wellness-vendor customers with similar NCQA-accredited content and white-label capabilities.
• CoreHealth Technologies: CoreHealth provides a white-label corporate wellness platform with HRA, biometric screening, coaching, and incentive modules. Closely comparable to PDHI's modular, white-label approach and overlapping customer base of wellness vendors and corporate buyers.
• WebMD Health Services (formerly StayWell): WebMD Health Services delivers enterprise wellness, HRA, biometric screening, incentive management, and population health solutions to employers and health plans. Heads-on competitor to PDHI in the white-label wellness platform category.
• Virgin Pulse (Personify Health): Personify Health (formerly Virgin Pulse) is the largest enterprise wellness and health engagement platform, serving employers, health plans, and payers with biometric screening, HRA, incentives, and coaching. Directly competes with PDHI's white-label wellness platform across the same enterprise buyer base.
• Wellable: Wellable is a wellness technology platform for employers and wellness providers featuring challenges, rewards, tracking devices, and HRA components. Competes with PDHI in mid-market employer wellness and through reseller/wellness-vendor channels.
• Castlight Health: Castlight Health offers a health navigation and engagement platform for employers and health plans, including wellbeing, incentive design, and benefits engagement. Directly comparable to PDHI's ConXus in targeting HRAs, incentives management, and integrated member portals.

Emerging players

• Wellbeats: Wellbeats is a wellness platform offering on-demand fitness, nutrition, and wellbeing content to employers and wellness partners. Overlaps with PDHI's activity tracking, challenges, and health education modules though narrower in clinical/screening depth.

Broad incumbents

• Optum (UnitedHealth Group): Optum is UnitedHealth Group's health services and innovation arm, offering population health, analytics, care management, and member engagement tools at massive scale. Competes with PDHI through broader portfolios spanning health plans and employers, though not focused exclusively on wellness.

Others

• HealthTrio: HealthTrio is a member portal and care management platform used by health plans and TPAs. Listed as a PDHI integration/portal partner for over 5 years; adjacent rather than directly competitive, representing an ecosystem player that depends on PDHI for certified HRA capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/pdhi
• Xx.com/PDHISolutions

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PDHI