Rally Health

What Rally Health does

Rally Health is a consumer-facing digital health engagement platform operating as a wholly-owned subsidiary of UnitedHealth Group's Optum division since its 2014 acquisition. The platform combines a personalized health survey, gamified daily missions, a 'Rally Age' health score, and a coin/rewards system designed to drive member engagement with wellness programs; Rally reports engagement rates 10x industry standard and a 90% health survey completion rate. Layered on top of the core engagement platform are sub-products Rally Connect (cost and quality transparency tool integrated with contracted health plans), Rally Choice (benefits enrollment tool), and Real Appeal (digital therapeutic weight loss program with peer-reviewed ROI evidence).

Rally operates as a B2B2C business, licensing its platform to health plans and self-insured employers who offer it as a benefit to their members and employees. Primary distribution runs through UnitedHealthcare (by 2018, ~18M UHC members registered on Rally, with the platform described as UHG's 'digital front door for the consumer'), plus channel partners including SCAN Health Plan, Health Alliance Insurance, and BlueCross BlueShield of South Carolina. Reach is reported at roughly 55M people across more than 200,000 companies. Pricing is not publicly disclosed; the revenue model is a B2B subscription negotiated at the health plan and employer level, with an outcome-based element supported by documented cost-savings outcomes (e.g., Real Appeal delivered medical cost savings at least 2x program costs per the 2021 Obesity journal study).

The company is headquartered in Washington, D.C. and operates offices in San Francisco, Chicago, Minneapolis, Denver, and Las Vegas, employing 1,001–5,000 people. Rally Health is in the process of rebranding to Optum Engage effective January 1, 2026, with the RallyHealth.com domain fully sunsetting on April 30, 2026, signaling deeper integration into the parent Optum brand and product portfolio.

Name

Rally Health

Legal name

Rally Health, Inc.

Website

https://rallyhealth.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Rally Health is a B2B2C digital health engagement platform, wholly owned by UnitedHealth Group's Optum, that uses gamification, rewards, and cost-transparency tools to drive wellness engagement for health plan members and self-insured employer workforces.

Ownership category

akta.pro rank

Product category

Digital Health Engagement Platform

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Employer/Member Engagement Platforms for Provider-Sponsored Plans (HLACAEAM)

akta.pro secondary industry

Employer Wellness & Population Health Programs (HLAEAAAH)

Keywords

• Digital health platform
• Wellness engagement software
• Health plan technology
• Consumer health rewards
• Employee benefits technology

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. B2B Subscription - Health Plans and Employers: Rally Health operates as a B2B2C platform, generating revenue by licensing its digital health engagement platform to health plans (UnitedHealthcare, SCAN Health Plan, BlueCross BlueShield of South Carolina, Health Alliance Insurance) and large self-insured employers. These partners pay subscription fees to offer Rally as a white-label wellness benefit to their members/employees.
2. Wellness Program Incentive Management: Rally administers outcome-based wellness programs that generate cost savings for payers and employers. A study published in Obesity journal showed reduced medical costs at least two times more than program costs, supporting ROI-driven pricing models for health plans.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Rally Health builds and licenses a consumer-facing digital health engagement platform that uses personalized recommendations, gamification (health scores, coins, rewards, missions), and a Health Survey to drive healthy behaviors among health plan members and employees. The platform is offered as a white-label wellness benefit to health plans and self-insured employers, and is supplemented by Rally Connect (cost and quality transparency), Rally Choice (benefits enrollment), and Real Appeal (digital weight-loss therapeutic).

Product overview

Rally Health offers a unified digital health engagement platform with gamification, personalization, and rewards to drive healthy behavior. The core Rally platform provides the primary engagement experience, supplemented by Rally Connect (cost and provider comparison), Rally Choice (benefits enrollment), and Real Appeal (digital weight loss program). All offerings are integrated with health plans to provide personalized, data-driven recommendations for prevention and wellness.

Differentiator

Problem solved

Functional benefit

Brands

• Rally Connect: Online healthcare shopping experience that integrates with a person's contracted health plan for understanding quality and cost of care, featuring guided search for navigating healthcare choices.
• Rally Choice
• Real Appeal

Products and services

• Rally Digital Wellness Platform The flagship digital health engagement platform that provides consumers with personalized, data-driven health information and recommendations to improve health outcomes and lower costs. Uses gamification, rewards, and social features (Rally Age health score, coins, missions, challenges) to encourage healthy behavior, and is offered through health plan and employer benefit programs.
• Rally Connect Online healthcare shopping experience that enables consumers to search for doctors by location, browse quality ratings, compare prices, and access guided search for healthcare based on personal needs. Integrates with contracted health plans for cost and quality transparency.
• Rally Choice A benefits enrollment tool that makes it easy for consumers to navigate the insurance enrollment process by shopping for benefits online in a retail-like experience.
• Real Appeal A digital therapeutic weight loss program that uses real-world data and personalized coaching to help users achieve weight loss goals. Published peer-reviewed clinical evidence shows significant medical cost savings and ROI for payers and employers.

Quantifiable outcome

• Engagement rate 10x industry standard
• +4 more outcomes

Named customers4 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

AI capability1 record

Feature5 records

Partnerships

Six partnerships are on record, tiered core, secondary and minor.

• Real AppealcoreTechnology or Integration · 1 January 2020Real Appeal is a digital therapeutic weight loss program owned/operated by Rally/Optum. A study published in Obesity journal (April 2021) showed Real Appeal achieved significant medical cost savings for payers, with reduced medical costs at least two times more than program costs. Real Appeal is available through Rally's wellness platform.
• SCAN Health PlansecondaryChannel Partner/ Reseller/ Distributor · 1 August 2019SCAN Health Plan launched Rally in August 2019 with a four-pronged approach including care, wellness, coaching, and rewards.
• Stand Up To CancerminorGTM or Marketing Partner · 1 September 2016Stand Up To Cancer and Rally Health announced the 'Make the Healthy Call' campaign, featuring PSAs with sportscasters James Brown, Bill Cowher, Charles Barkley, and Ernie Johnson. The campaign was designed to promote preventive cancer screenings and early detection.
• BlueCross BlueShield of South CarolinasecondaryChannel Partner/ Reseller/ Distributor · 1 March 2015BlueCross BlueShield of South Carolina added Rally Health as a digital health platform giving consumers support and tools to better manage their health and fitness.
• UnitedHealthcarecoreChannel Partner/ Reseller/ Distributor · 1 February 2015UnitedHealthcare began offering Rally Health to its customers starting February 2015. Five million UnitedHealth members had access at launch, growing to approximately 18 million registered members by 2018. UHC described Rally as a 'personalized, interactive health and wellness platform for all UnitedHealthcare plan members.'
• Health Alliance InsurancesecondaryChannel Partner/ Reseller/ Distributor · 1 August 2014Health Alliance Insurance, the largest managed care provider in downstate Illinois serving nearly 300,000 members, rolled out Rally Health to its customers. 'We know getting healthy is sometimes easier said than done. We can't give you more time, but we can make it easier to get healthier,' said Health Alliance in its announcement to members.

Scale indicators10 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Virgin Pulse (Personify Health): Direct competitor offering an enterprise wellness and employee engagement platform to large employers and health plans. Both target self-insured employer RFPs with similar gamified, incentive-driven engagement mechanics.
• Sharecare: Digital health engagement platform offering wellness programs, health assessments, and incentive management to employers and health plans. Closely comparable B2B2C model targeting the same buyer personas and RFP cycles as Rally.
• Welltok: Patient activation and consumer engagement platform sold to health plans and providers. Overlaps with Rally's member engagement, rewards, and personalization capabilities for payer-sponsored populations.
• Limeade: Employee well-being and engagement platform serving mid-market and enterprise employers. Competes head-to-head with Rally for self-insured employer wellness contracts with a similar incentive and engagement model.
• Castlight Health: Healthcare cost transparency and navigation platform sold to employers and health plans. Direct overlap with Rally Connect's price/quality comparison functionality.
• WebMD Health Services: Wellness, condition management, and decision-support platform sold through employers and health plans. Direct competitor in employer-sponsored wellness with overlapping personalization and incentive tools.

Broad incumbents

• Livongo (Teladoc Health): Digital chronic condition management and virtual care platform acquired by Teladoc. Offers a broader virtual care portfolio but overlaps with Rally's Real Appeal weight management and preventive wellness offerings for health plan and employer buyers.

Emerging players

• Omada Health: Digital therapeutics platform for diabetes, hypertension, and weight management sold to employers and health plans. Competes with Rally/Real Appeal in the digital weight loss and chronic disease prevention category with a more clinical, evidence-led approach.
• Healthmine: Member engagement and incentive management platform for Medicare Advantage and commercial health plans. Competes with Rally in payer member wellness and quality improvement programs.

Others

• Fitbit Health Solutions (Google): Wearables-based wellness platform integrated with employer and health plan wellness programs. Adjacent competitor in the wearable integration and incentive-based activity tracking that Rally's gamification engine depends on.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/rally_health
• Facebookfacebook.com/rallyhealth
• LinkedInlinkedin.com/company/rally-health
• Instagraminstagram.com/rallyhealth

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Rally Health