Icario
Icario is a private health action company that provides AI-enabled, omnichannel member engagement programs to Medicare Advantage, Medicaid, and D-SNP health plans under a pay-for-outcomes pricing model, serving roughly 15 million members across 40+ health plans.
- Company typePrivate
- Founded2010
- HeadquartersMinneapolis, United States
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
What Icario does
Icario is a privately held health action company founded in 2010 and headquartered in St. Louis Park, Minnesota (Minneapolis metro), serving Medicare Advantage and Medicaid managed care health plans. The company provides personalized member engagement programs designed to drive measurable health actions rather than passive engagement metrics, operating under a pay-for-outcomes commercial model in which health plans pay based on completed health actions such as Health Risk Assessment (HRA) completions, care gap closures, CAHPS/HOS survey improvements, and Medicare Star Rating advancements. Named enterprise customers include WellCare, AvMed, and Community Health Choice, collectively serving tens of millions of Medicaid and Medicare members.
The company's core technology is the Aivella health action platform, introduced in 2024, which combines predictive propensity modeling, behavioral science, and AI-driven personalization with omnichannel outreach across digital, email, text, phone, and mail channels. Supporting tools and solutions include the Star Navigator Tool (scenario planning against unrounded Medicare Star Ratings), the Health Equity Index Solution (targeting members with Social Risk Factors for CMS HEI compliance), Propensity Modeling analytics, Pre-CAHPS Surveys, and the Icario Agent Portal for in-enrollment HRA capture. The company acquired ChipRewards in June 2021 to extend rewards-and-incentives capabilities. Icario maintains HITRUST r2 certification (2024) and reports reaching nearly 15 million members across 40+ health plans.
The go-to-market is direct enterprise field sales targeting Medicare Advantage, Medicaid, and D-SNP health plan decision-makers, supported by content marketing (blog, white papers, webinars, RadioRev podcast), conference presence (RISE, Rev Up), and organic social on LinkedIn and YouTube. Revenue is generated through multi-year contracts with outcome-based pricing tied to specific health actions completed. The company employs 251-500 staff, with leadership including CEO Steven J. Wigginton, CCO Aerste Howells, CMO Dr. Robert Mirsky, and CFO Jeff Harmsen. The company was previously known as NovuHealth and then Revel before rebranding to Icario in 2021.
Icario firmographics
Firmographics- Name
- Icario
- Legal name
- Icario, Inc.
- Website
- https://icariohealth.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Icario is a private health action company that provides AI-enabled, omnichannel member engagement programs to Medicare Advantage, Medicaid, and D-SNP health plans under a pay-for-outcomes pricing model, serving roughly 15 million members across 40+ health plans.
- Ownership category
- akta.pro rank
Icario industry classification
Industry- Product category
- Healthcare Member Engagement Platform
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Data, Analytics & AI for Insurance (Risk, Pricing, Personalization) (FSAGAGAE)
- akta.pro secondary industry
- Responsible AI, Security & Privacy Platforms (Safety, Guardrails, PII) (HDAEANAG)
Keywords
Where Icario is headquartered
LocationHeadquarters
- HQ city
- Minneapolis
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Icario business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Outcome-Based Health Action Services: Icario operates on a pay-for-outcomes model where health plans pay based on measurable health actions achieved rather than traditional engagement metrics. The platform delivers personalized member engagement to drive specific health outcomes including HRA completions, care gap closures, CAHPS score improvements, and Star Ratings enhancement.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Outcome Based/ Performance | Multi-year contract | Outcome-based pricing model |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
Icario product offering
Product offeringCore offering
Icario operates Aivella, a health action platform that delivers personalized, omnichannel member engagement programs to U.S. Medicare Advantage and Medicaid health plans. The platform drives measurable outcomes such as Health Risk Assessment completions, care gap closures, CAHPS/HOS score improvements, and Medicare Star Ratings gains, sold on an outcome-based pricing model. Supporting offerings include the Icario Agent Portal, the Star Navigator analytics tool, and specialized solutions for the Health Equity Index.
Product overview
Icario is a health action company offering a unified Platform-as-a-Service called Aivella that enables modern, streamlined member engagement. The platform combines engagement programs (Health Risk Assessments, Gaps in Care, CAHPS & HOS, Rewards & Incentives) with advanced analytics tools (Propensity Modeling, Star Navigator), assessment tools (Pre-CAHPS Surveys), and solutions (Medicare Star Ratings, Health Equity Index). The Icario Agent Portal empowers agents to capture HRAs during enrollment. The company acquired ChipRewards in 2021 to enhance engagement customization. Icario operates on an outcomes-based payment model.
Differentiator
Problem solved
Functional benefit
Brands
- Aivella: Health action platform introduced by Icario.
- Star Navigator
Products and services
- Aivella Modern AI-powered health action platform enabling streamlined, data-driven member engagement, integrating with health plans' broader clinical and member ecosystems to deliver personalized interventions.
- Health Risk Assessments (HRA) Program Engagement program that drives HRA completions for Medicare Advantage and Medicaid members through personalized, omnichannel outreach; reported 2x+ increase in HRA completions and 70%+ of members choosing a new channel to complete the HRA.
- Gaps in Care Program Engagement program that identifies and closes care gaps for health plan members through targeted outreach; reported 85% of activated members close one or more care gaps and 63% above national average for annual wellness visits.
- CAHPS & HOS Program Pre-CAHPS and pre-HOS survey and engagement program that helps Medicare Advantage plans improve member satisfaction scores; reported 86.5% overall participation rate and 2x higher completion rate than projected.
- Rewards & Incentives Program Program that uses rewards and incentives to drive member health actions; reported 400% program ROI, 56% decrease in churn, and 53% increase in care gaps closed by non-compliant members.
- Medicare Star Ratings Solution Solution set that helps health plans improve Medicare Star Ratings through targeted health action strategies and measure optimization across HEDIS, CAHPS/HOS, HRA, and member experience domains.
- Icario Agent Portal Portal that empowers agents to capture Health Risk Assessments effortlessly during member enrollment, providing real-time insights for health plans.
- Health Equity Index (HEI) Solution Solution that helps Medicare Advantage plans address health disparities and promote equitable healthcare by leveraging data and predictive analytics to engage members with Social Risk Factors and improve HEI scores.
- Star Navigator Tool Analytics tool providing health plans with unrounded Medicare Star Rating insights, scenario planning, and identification of measures closest to the next Star Rating threshold to maximize impact.
- ChipRewards SaaS platform for consumer engagement in healthcare, acquired by Icario in June 2021 to enhance engagement customization and expand platform capabilities.
Quantifiable outcome
- 2x+ increase in HRA completions
- +9 more outcomes
Companies that use Icario
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Icario technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability6 records
Feature4 records
Icario partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ChipRewardsminorChipRewards was acquired by Icario in June 2021 to enhance health action capabilities. The SaaS platform for consumer engagement integrated with Icario's existing tools to improve engagement customization and expand platform capabilities for healthcare member engagement.
Scale indicators13 records
Recent moves6 records
Expansion highlights5 records
Icario competitors and assessment
Company assessmentDirect peers
- ZeOmega: ZeOmega's Jiva population health management platform serves health plans with care management, member engagement, and HEDIS/Stars workflows. It competes for the same MA/Medicaid plan IT and quality budgets that Icario targets.
- Carrot Health: Carrot Health focuses on social risk factor analytics and health equity for health plans, closely aligning with Icario's Health Equity Index solution and the underlying social-risk data advantage that powers Aivella.
- Medecision: Medecision's Aerial platform delivers population health, care management, and member engagement solutions to health plans. It competes with Icario for Medicaid and MA plan contracts focused on care gap closure and quality measure performance.
- mPulse Mobile: mPulse Mobile provides omnichannel, AI-driven member engagement for health plans, including CAHPS, Stars, and care gap programs. It is the closest direct competitor to Icario's Aivella platform, selling comparable outcomes-focused programs to MA and Medicaid plans.
- Welltok (Virgin Pulse): Welltok, now part of Virgin Pulse, runs a consumer activation and rewards platform for health plans and employers. It directly overlaps with Icario's Rewards & Incentives and member engagement programs targeting similar payer buyers.
Emerging players
- Innovaccer: Innovaccer provides a healthcare data platform with payer and provider connectivity, including population health and quality modules. It is an emerging competitor encroaching on Icario's territory with a more general-purpose data fabric.
Broad incumbents
- Change Healthcare (Optum): Now part of Optum, Change Healthcare offers payer-facing analytics, member engagement, and quality solutions. It competes with Icario at the top end of the MA plan market with deeply entrenched enterprise relationships.
- Salesforce Health Cloud: Salesforce Health Cloud provides CRM, member engagement, and care management workflows for payers and providers. It is a broad incumbent against which Icario's specialized Aivella platform must differentiate on outcomes and Stars/HEI depth.
- Health Catalyst: Health Catalyst is a larger healthcare data and analytics platform serving providers and payers. It overlaps with Icario on data-driven member analytics and Stars/HEDIS performance, but as part of a much broader enterprise data portfolio.
- Cotiviti: Cotiviti offers payment accuracy, risk adjustment, and quality/Stars performance solutions to health plans. Its quality improvement suite overlaps with Icario's Stars, HEDIS, and care gap closure programs at large MA plans.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Icario social profiles
Digital presenceIcario compliance and trust
Trust signalCompliance1 record
Icario financial estimates
Financial estimateRevenue estimate
Valuation estimate
Icario leadership team
Management profileNumber of profiles
Profiles5 records
Icario subsidiaries and ownership
Company hierarchySubsidiaries1 record
Icario funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Icario 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 Icario
What does Icario do?
Icario operates Aivella, a health action platform that delivers personalized, omnichannel member engagement programs to U.S. Medicare Advantage and Medicaid health plans. The platform drives measurable outcomes such as Health Risk Assessment completions, care gap closures, CAHPS/HOS score improvements, and Medicare Star Ratings gains, sold on an outcome-based pricing model. Supporting offerings include the Icario Agent Portal, the Star Navigator analytics tool, and specialized solutions for the Health Equity Index.
Is Icario a public or private company?
Icario is a private company. It is classified as unknown and is currently operating.
When was Icario founded?
Icario was founded in 2010. It employs 251 to 500 people.
Where is Icario based?
Icario is headquartered in Minneapolis, United States, in the North America region.
How does Icario make money?
One revenue line is on record: outcome-Based Health Action Services.
Who are Icario's main competitors?
Direct peers on record are ZeOmega, Carrot Health, Medecision, mPulse Mobile and Welltok (Virgin Pulse). Innovaccer is listed as an emerging player. Broad incumbents are Change Healthcare (Optum), Salesforce Health Cloud, Health Catalyst and Cotiviti.
Does Icario have an API?
No public API is recorded for Icario.
What industry is Icario in?
Icario's product category is Healthcare Member Engagement Platform. Its primary akta.pro industry code is FSAGAGAE, Data, Analytics & AI for Insurance (Risk, Pricing, Personalization), with a secondary code of HDAEANAG, Responsible AI, Security & Privacy Platforms (Safety, Guardrails, PII). Its SIC code is 7372.