Linkwell Health

What Linkwell Health does

Linkwell Health is a US-based, B2B healthcare consumer engagement company that builds and operates content-driven engagement journeys on behalf of health plans and health services organizations. Its core product is the Activation Platform, a HIPAA-compliant, omnichannel system that sequences personalized email, SMS, social, web, video, and print touchpoints and uses dynamic calls-to-action and real-time performance analytics to drive member acquisition, onboarding, retention, point-solution activation, and quality/care management. The platform is specialized for Medicare Advantage, Medicaid/D-SNP, Commercial, and specialty benefit populations, with stated use cases focused on closing the "follow-through gap" where plan benefits go underutilized.

The company earns revenue primarily through multi-year enterprise contracts with health plans (recurring subscription), supplemented by professional services for content creation, editorial strategy, and campaign execution. Distribution is exclusively direct enterprise sales to health plan marketing and member-experience leaders; named customers include Independence Blue Cross, MMM Healthcare (Puerto Rico), Premera Blue Cross, Tivity Health (SilverSneakers), Wellframe, and Matrix Medical Network. The company also develops co-branded sub-products such as Wellsquared (with Wellframe) and B'link (with Premera Blue Cross). Reported scale metrics include content reaching more than 55 million consumers annually, 213% YoY growth in condition-specific engagement, and a 26% CTA conversion rate among members reading two or more touchpoints. Linkwell Health was acquired by DUOS in June 2026, following a $130 million growth investment in DUOS led by FTV Capital in October 2025; the combined entity states coverage of more than 20 national health plans and one-in-five US adults.

Name

Linkwell Health

Legal name

Linkwell Health, Inc.

Website

https://linkwellhealth.com

Company type

Private

Founded year

2012

Operating status

Acquired

Headcount range

11–50 employees

Short description

Linkwell Health is a HIPAA-compliant engagement platform that delivers personalized omnichannel content journeys for US health plans and health services organizations, primarily across Medicare, Medicaid, and commercial populations. It now operates as a wholly-owned subsidiary of DUOS following a June 2026 acquisition.

Ownership category

akta.pro rank

Product category

Healthcare Member Engagement Software

NAICS

Services for the Elderly and Persons with Disabilities (624120), Home Health Care Services (621610)

SIC

Services-Health Services (8000), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Patient Engagement, Education & Messaging Platforms (portal/CRM integrated) (HLALABAJ)

akta.pro secondary industry

Patient Portals & Self-Service Access (HLACAEAA)

Keywords

• Member engagement platform
• Healthcare content marketing
• Omnichannel member journeys
• HIPAA-compliant activation
• Health plan engagement solutions

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Health Plan Engagement Solutions: Linkwell Health provides content marketing and engagement solutions to health plans, delivering member acquisition, onboarding, retention, and activation programs. Revenue is generated through multi-year enterprise contracts with health plans and wellness organizations.
2. Professional Services: Content creation, editorial strategy, and campaign management services provided to health plan clients, including multi-channel program development and deployment

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Linkwell Health provides a HIPAA-compliant Activation Platform that delivers personalized, omnichannel engagement journeys to health plan members across email, SMS, social media, web, and print. The company combines this technology with high-performing content and behavioral-science-based journey design to drive member acquisition, onboarding, retention, point-solution activation, and quality/care management for Medicare, Medicaid, commercial, and specialty benefit populations.

Product overview

Linkwell Health offers a unified platform-plus-modules architecture centered on its Activation Platform. The core platform provides HIPAA-compliant omnichannel content delivery, journey sequencing, and analytics. This is extended through specialized modules including Wellsquared (member engagement with Wellframe), B'link (employer benefits communication with Premera), COVID-19 vaccine education content (with Matrix Medical Network), and thousands of pre-built engagement journeys covering Medicare, Medicaid, commercial, and specialty benefit populations.

Differentiator

Problem solved

Functional benefit

Brands

• B'link: A communication resource launched with Premera Blue Cross to simplify how employers communicate complex healthcare topics to their employees.
• Wellsquared

Products and services

• Activation Platform A HIPAA-compliant member engagement platform that delivers personalized omnichannel communications across email, SMS, social media, web, and print. The platform sequences thousands of unique engagement journeys to guide members toward high-value actions, with dynamic calls-to-action, real-time performance analytics, and flexible deployment options including standalone or reverse-proxy integration.
• Wellsquared A member engagement product developed in partnership with Wellframe that helps health plans communicate with members through their preferred channels to build relationships, onboard members, educate them about benefits, and improve engagement utilization.
• B'link A benefits communication resource developed with Premera Blue Cross that simplifies complex healthcare topics for employers. Offers ready-to-use customizable communications covering plan understanding, benefits maximization, and wellness/preventive care.
• COVID-19 Vaccine Educational Content Multilingual, multicultural COVID-19 vaccine education content developed in partnership with Matrix Medical Network. Available across video, print, online, and SMS channels, addressing vaccine safety, efficacy, and hesitancy.

Quantifiable outcome

• 213% YOY increase in condition-specific engagement
• +6 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature7 records

Partnerships

Eleven partnerships are on record, tiered core and secondary.

• WellframecoreStrategic or Co-development Partner · 29 September 2022Joint launch of Wellsquared, a product designed to deepen member engagement and help health plans deliver modern healthcare experiences. Partnership combines Wellframe's digital health management solutions with Linkwell's content expertise. Earned Aster Gold Award in 2022.
• African American Wellness Project (AAWP)secondaryStrategic or Co-development Partner · 21 September 2022Partnership to provide prostate cancer awareness information to Black men during National Prostate Cancer Awareness Month. Addresses health disparities in the African American community.
• MMM HealthcarecoreStrategic or Co-development Partner · 26 May 2021Partnership to improve health and wellness of seniors in Puerto Rico through Spanish-language, culturally relevant content campaigns. MMM serves 720,000 members and is the only plan in Puerto Rico with 4.5-Star Rating.
• Matrix Medical NetworkcoreStrategic or Co-development Partner · 21 April 2021Partnership to develop COVID-19 vaccine educational content that is medically accurate, culturally relevant, and available in multiple languages and channels. Earned Aster Gold Award in 2021.
• AvēsissecondaryStrategic or Co-development Partner · 1 January 2021Partnership to improve access to care through technology-enabled engagement experiences to reach and support Medicaid members.
• Health eVillagessecondaryStrategic or Co-development Partner · 23 July 2018Global health nonprofit partnership to support rural aging work. Linkwell Health provides consulting on fundraising and marketing. CEO Chris Hessler appointed to Health eVillages Board of Directors.
• SilverSneakerscoreStrategic or Co-development Partner · 1 January 2018Long-standing partnership to establish SilverSneakers as the number-one fitness and health authority for active adults ages 60 and older. Multiple award-winning campaigns including Pearl Award Gold and Digiday finalist recognition.
• Premera Blue CrosscoreStrategic or Co-development Partner · 4 May 2017Launched B'link, an innovative communication resource for employers that simplifies how they communicate complex healthcare topics. Expands existing partnership providing creative development for print and digital services.
• Tivity Health (SilverSneakers)coreStrategic or Co-development Partner · 1 January 2016Multi-year partnership to transform SilverSneakers' consumer experience and increase awareness through social media and broader marketing strategy. Linkwell Health built an editorial destination and combined service journalism with social media expertise to more than quadruple website visits and Facebook likes.
• IsobarsecondaryTechnology or Integration · 1 January 2016Global digital agency partnership on SilverSneakers transformation project, contributing technical implementation capabilities alongside Linkwell Health's content expertise.
• Independence Blue CrosscoreStrategic or Co-development Partner · 1 January 2014Seven-plus year collaboration to deliver multichannel programs driving critical health activities across commercial, individual, and Medicare membership. Includes redesign of digital/print newsletters and dedicated health microsite (Get Good Living).

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• DUOS: Parent company that acquired Linkwell Health in June 2026; DUOS is a health plan performance infrastructure company focused on member activation, ADL support, and AI-driven engagement for Medicare/Medicaid plans. Most directly comparable as the combined platform Linkwell now operates within.
• Health Catalyst: Healthcare data and analytics platform serving health systems and health plans; broader portfolio including quality improvement and population health. Adjacent rather than direct competitor — overlaps on quality/Star Ratings use cases.
• Virgin Pulse (Personify Health): Employer-focused wellness and engagement platform with health plan partnerships; larger incumbent offering engagement journeys, wellbeing programs, and member activation tools. Comparable on engagement journeys for commercial/employer populations.

Direct peers

• Icario: Healthcare member engagement and rewards company serving health plans with multi-channel outreach, incentive programs, and quality improvement solutions. Directly competes with Linkwell for Medicare/Medicaid payer engagement budgets.
• mPulse Mobile: Conversational AI and omnichannel engagement platform for healthcare, including SMS, IVR, email, and push notifications to drive member behavior change. Competes head-to-head with Linkwell's Activation Platform on member engagement.
• HealthCrowd: Member engagement platform purpose-built for health plans, specializing in SMS, email, voice, and digital outreach for Medicaid, Medicare, and commercial populations. Directly competes for payer engagement contracts.
• Wellframe: Digital health management platform combining content, care navigation, and member engagement for health plans; previously partnered with Linkwell on the Wellsquared joint product. Closely comparable on engagement journeys and payer customer base.
• NovuHealth (Reveleer): Member engagement and quality improvement platform for health plans; now part of Reveleer. Comparable in targeting Medicare Star Ratings, Medicaid quality programs, and member activation at scale.
• Carenet Health: Healthcare engagement services company combining clinical support, member outreach, and omnichannel communication for health plans. Comparable on payer-targeted member engagement and benefits activation.

Emerging players

• Tivity Health: Operator of SilverSneakers and other senior wellness programs; a former Linkwell Health customer/partner. Comparable audience (seniors/Medicare) and engagement use cases though more program-operator than platform-vendor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/linkwell-health
• Xx.com/LinkwellHealth

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds5 records

Investors4 records

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 Linkwell Health