NovuHealth
NovuHealth (operating as Icario) is a Minneapolis-based health action platform that runs pay-for-outcomes member engagement programs — including HRAs, care gap closure, CAHPS/HOS, and rewards — for Medicare Advantage and commercial health plans, powered by its Aivella AI platform.
- Company typePrivate
- Founded2010
- HeadquartersMinneapolis, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What NovuHealth does
NovuHealth, founded in 2010 in Minneapolis and now operating as Icario, is a health action platform purpose-built for Medicare Advantage and commercial health plans. The company delivers and tracks clinical protocols and healthy outcomes through a suite of integrated programs: Health Risk Assessments (HRA), Gaps in Care closure, CAHPS & HOS survey management, and Rewards & Incentives. Underlying these programs is a multi-channel engagement engine that orchestrates digital, phone, mail, email, and SMS outreach, with the Agent Portal embedding HRA capture into health plan agent workflows during enrollment. In mid-2024, Icario introduced Aivella, an AI-powered platform designed to drive personalized member engagement at scale.
The company operates on a pay-for-outcomes pricing model, with health plans paying based on measurable results such as HRA completions, care gap closures, CAHPS/HOS improvements, and Star Ratings gains — typically structured as multi-year contracts. Go-to-market is enterprise field sales targeting health plan leadership and operations teams, supported by an embedded distribution channel via the Agent Portal and a content-driven demand generation engine (resource library, webinars on Medicare Star Ratings, LinkedIn and YouTube presence). The platform also addresses regulatory demand through dedicated Medicare Star Ratings and Health Equity Index modules.
Icario's competitive position rests on regulatory specialization in CMS Star Ratings, CAHPS, and HOS methodology; a proprietary behavioral data asset from millions of member interactions; and outcome-aligned contracts that embed the platform into client workflows. The company is private, employs 101–250 people, and has raised $20 million in disclosed funding (April 2015, Noro-Moseley Partners and SSM Partners). Leadership includes CEO Steven J. Wigginton, COO Robert Sorensen, CRO David Sockel, and founders Tom, Jim, and John Wicka.
NovuHealth firmographics
Firmographics- Name
- NovuHealth
- Legal name
- Icario, Inc.
- Website
- https://novu.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- NovuHealth (operating as Icario) is a Minneapolis-based health action platform that runs pay-for-outcomes member engagement programs — including HRAs, care gap closure, CAHPS/HOS, and rewards — for Medicare Advantage and commercial health plans, powered by its Aivella AI platform.
- Ownership category
- akta.pro rank
NovuHealth industry classification
Industry- Product category
- Healthcare Member Engagement Platform
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518), Computer Systems Design and Related Services (54151)
- SIC
- Services-Health Services (8000), Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Medicare Member Engagement & Care Management (Utilization, Case/Disease Mgmt) (FSAIAGAL)
- akta.pro secondary industry
- Medicare Quality, Risk Adjustment & Stars Analytics/Services (FSAIAGAJ)
Keywords
Where NovuHealth is headquartered
LocationHeadquarters
- HQ city
- Minneapolis
- HQ country
- United States
- HQ region
- North America
Markets served
NovuHealth 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 Engagement Programs: Icario operates on a pay-for-outcomes model where health plans pay based on measurable results such as HRA completions, care gap closures, CAHPS/HOS improvements, and Star Ratings improvements. This aligns incentives between Icario and health plan clients, with revenue tied to real-world health outcomes rather than activity or technology alone.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Outcome Based/ Performance | Multi-year contract | Outcome-based pricing - payment tied to measurable health action outcomes |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
NovuHealth product offering
Product offeringCore offering
NovuHealth (operating as Icario) delivers a pay-for-outcomes member engagement platform for health plans, running multi-channel programs that drive Health Risk Assessment completion, care gap closure, CAHPS/HOS survey participation, and Rewards & Incentives enrollment among Medicare Advantage, Medicaid, and commercial members. The company also supports Medicare Star Ratings optimization and Health Equity Index initiatives, billing clients based on measurable results rather than software access.
Product overview
Icario is a health action platform offering a unified member engagement system comprising multiple integrated programs: Health Risk Assessments (HRA Programs), Gaps in Care Programs, CAHPS & HOS Programs, and Rewards & Incentives Programs. These core engagement programs work together with specialized solution modules including Medicare Star Ratings support (covering 2026 Star Ratings) and the Health Equity Index. The platform also includes the Icario Agent Portal for enrollment support and has recently introduced Aivella as a new AI-powered offering. Icario operates on a pay-for-outcomes model where health plans pay based on results achieved.
Differentiator
Problem solved
Functional benefit
Brands
- Aivella: An AI-powered health action platform introduced by the company.
Products and services
- Health Risk Assessments (HRA Programs)
Quantifiable outcome
- 2x+ increase in HRA completions for health plan members
- +6 more outcomes
Companies that use NovuHealth
Customer profileSegments1 record
Ideal customer profiles1 record
NovuHealth technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
NovuHealth partnerships and signals
Strategic signalScale indicators11 records
Recent moves6 records
Expansion highlights5 records
NovuHealth competitors and assessment
Company assessmentBroad incumbents
- Medecision: Medecision delivers care management and population health solutions to health plans and risk-bearing providers. Its engagement and care management capabilities overlap with Icario's MA member programs.
- Inovalon: Inovalon provides data-driven healthcare analytics to payers and providers, including quality, risk adjustment, and member engagement tooling. It competes with Icario across multiple Stars and engagement use cases.
- Cotiviti: Cotiviti is a large incumbent in payment accuracy, risk adjustment, and quality analytics for health plans. It competes with Icario on Stars and quality programs as part of a broader payer-services portfolio.
- Health Catalyst: Health Catalyst offers enterprise analytics and population health for health systems and payers. Its quality and population health modules intersect with Icario's payer engagement and Stars work.
Emerging players
- Novillus: Novillus is a smaller, emerging vendor in healthcare member engagement and care gap management for payers. It offers partial overlap with Icario's Gaps in Care and rewards programs.
Direct peers
- Welltok: Welltok operates a consumer activation platform for health plans and employers, with comparable multi-channel outreach, rewards, and population health engagement programs. It is a direct competitor in payer-sponsored member engagement.
- HealthMine: HealthMine delivers Medicare member engagement and Star Ratings optimization programs to MA plans, including rewards and incentives. It competes head-to-head with Icario's Medicare-focused engagement suite.
- Carrot Health: Carrot Health offers a health risk assessment and member engagement platform focused on SDoH and Medicare populations. It is a directly comparable HRA-led, payer-facing engagement vendor.
- Reveleer: Reveleer provides risk adjustment, quality, and member engagement solutions to health plans using NLP and analytics. It overlaps directly with Icario's quality/Stars and member engagement offerings for MA payers.
- ZeOmega: ZeOmega provides population health management and care management software to health plans, including member engagement workflows. It is comparable to Icario on payer-facing engagement and care gap closure.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
NovuHealth social profiles
Digital presenceNovuHealth financial estimates
Financial estimateRevenue estimate
Valuation estimate
NovuHealth leadership team
Management profileNumber of profiles
Profiles6 records
NovuHealth funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NovuHealth M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about NovuHealth
What does NovuHealth do?
NovuHealth (operating as Icario) delivers a pay-for-outcomes member engagement platform for health plans, running multi-channel programs that drive Health Risk Assessment completion, care gap closure, CAHPS/HOS survey participation, and Rewards & Incentives enrollment among Medicare Advantage, Medicaid, and commercial members. The company also supports Medicare Star Ratings optimization and Health Equity Index initiatives, billing clients based on measurable results rather than software access.
Is NovuHealth a public or private company?
NovuHealth is a private company. It is classified as venture growth investor backed and is currently operating.
When was NovuHealth founded?
NovuHealth was founded in 2010. It employs 101 to 250 people.
Where is NovuHealth based?
NovuHealth is headquartered in Minneapolis, United States, in the North America region.
How does NovuHealth make money?
One revenue line is on record: outcome-Based Engagement Programs.
Who are NovuHealth's main competitors?
Broad incumbents on record are Medecision, Inovalon, Cotiviti and Health Catalyst. Novillus is listed as an emerging player. Direct peers are Welltok, HealthMine, Carrot Health, Reveleer and ZeOmega.
Does NovuHealth have an API?
No public API is recorded for NovuHealth.
What industry is NovuHealth in?
NovuHealth's product category is Healthcare Member Engagement Platform. Its primary akta.pro industry code is FSAIAGAL, Medicare Member Engagement & Care Management (Utilization, Case/Disease Mgmt), with a secondary code of FSAIAGAJ, Medicare Quality, Risk Adjustment & Stars Analytics/Services. Its NAICS code is 518 and its SIC code is 8000.