Medavie Blue Cross

What Medavie Blue Cross does

Medavie Blue Cross is a Canadian not-for-profit health insurer and public health program administrator founded in 1943, headquartered in Moncton, New Brunswick. The company delivers health, dental, vision, travel, life, and disability benefits to over one million cardholders — approximately 1 in 10 Canadians — through a hybrid distribution model spanning licensed group and individual advisors, direct enterprise sales, government program administration, and direct-to-consumer digital channels across all thirteen Canadian provinces and territories.

The company's technology backbone is an in-house digital health platform comprising the Blue Cross Mobile iOS/Android app, the Member Services Site web portal, the Connected Care digital health marketplace (virtual clinics, iCBT, ADHD assessment, pharmacogenetic testing, menopause coaching), and the Health Connected wellness portal which incorporates Transdermal Optical Imaging (TOI) computer vision for non-invasive vital sign measurement via smartphone camera. Provider-facing infrastructure includes the ePay electronic claims submission portal and the Group Administrator Portal (GAP), while members access real-time claim submission, direct deposit reimbursement, ID card management, and health professional search capabilities.

Revenue is generated primarily through recurring insurance premiums from group plan sponsors (employers), individual policyholders in Atlantic Canada, and government program administration fees from federal departments including the Canadian Armed Forces, RCMP, Veterans Affairs Canada, and Immigration, Refugees and Citizenship Canada. Additional fee-for-service revenue comes from programs like At-Work Accommodation Services, and the company partners with ecosystem providers (Nucliq Biologics, KITS Eyecare, sanoLiving, Revella Health, Arc Health) to extend specialized offerings through the Connected Care platform. Blue Cross Life Insurance Company of Canada operates as a wholly-owned life insurance subsidiary.

Name

Medavie Blue Cross

Legal name

Medavie Blue Cross

Website

https://medaviebc.ca

Company type

Private

Founded year

1943

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Medavie Blue Cross is a Canadian not-for-profit health insurer and government health program administrator founded in 1943, delivering health, dental, travel, life, and disability benefits to over one million Canadians through in-house digital platforms, advisor networks, and federal government contracts.

Ownership category

akta.pro rank

Product category

Health Insurance

NAICS

Health Care and Social Assistance (62), Services for the Elderly and Persons with Disabilities (62412)

SIC

Accident & Health Insurance (6321), Hospital & Medical Service Plans (6324)

akta.pro primary industry

Healthcare-Linked Social Benefits Administration (e.g., Medicaid/Means-Tested Health Coverage) (BPAIAKAH)

akta.pro secondary industries

General Medical Virtual Primary Care (Payer-Branded) (HLALACAA), Medigap Member Support & Care Navigation (Advocacy/Concierge) (HLAEADAH), Medicaid/CHIP Dental & Vision Benefits Administration (FSAIAHAK)

Keywords

• Health insurance plans
• Group benefits administration
• Travel insurance coverage
• Government health programs
• Disability income protection

Headquarters

HQ city

Moncton

HQ country

Canada

HQ region

North America

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Revenue model

1. Health and Dental Insurance Premiums: Recurring insurance premiums collected from group plan sponsors and individual plan holders for health, dental, vision, and drug benefit coverage. Group premiums are typically split between employer and employee.
2. Travel Insurance Premiums: One-time and annual travel insurance premiums covering emergency medical, trip cancellation, baggage, and accidental death & dismemberment for individual travellers and group plan add-ons.
3. Life and Disability Insurance Premiums: Recurring premiums for life insurance, accidental death and dismemberment, and disability income protection products underwritten by Blue Cross Life Insurance Company of Canada.
4. At-Work Accommodation Services (Fee-for-Service): Fee-for-service program providing expert guidance on workplace medical accommodation to employers, delivered in partnership with Arc Health. Revenue from employer sponsors of group benefit plans.
5. Government Program Administration: Administration fees from federal and provincial governments for administering health programs on behalf of Canadian Armed Forces, RCMP, Veterans Affairs Canada, and immigration programs.

Pricing tiers

Go-to-market motion5 records

Distribution channels8 records

Marketing channels10 records

Core offering

Medavie Blue Cross is a Canadian not-for-profit health insurer that provides individual and group health, dental, travel, life and disability insurance products to consumers, employers, and federal government clients. The company also administers specialty health benefit programs for the Canadian Armed Forces, RCMP, Veterans Affairs Canada, and the Interim Federal Health Program for refugees. Its offerings are accessed primarily through digital self-service platforms, including the Blue Cross Mobile app and the Member Services Site.

Product overview

Medavie Blue Cross is a leading all-in-one Canadian health insurer and public health program administrator offering a comprehensive digital health ecosystem. The core member experience is delivered through Blue Cross Mobile (iOS/Android app) and the Member Services Site (web portal), which enable claims submission with real-time payment, benefit management, and ID card access. These platforms integrate with Connected Care, a digital health services hub offering virtual clinics, mental wellness programs (iCBT, text therapy, ADHD services), pharmacogenetic testing, and specialized coaching. The Health Connected wellness portal provides health assessments using Transdermal Optical Imaging for vital sign measurement, fitness tracker integration, and personalized wellness programming. Insurance products span group and individual plans including health, dental, travel, life, and disability coverage, with specialty offerings like Health Spending Accounts, Cost Plus supplemental coverage, and At-Work Accommodation Services for employers. Provider-facing tools include ePay for electronic claims submission and the Group Administrator Portal for plan management. Partnerships with KITS Eyecare (vision care), Nucliq Biologics (gut health testing), sanoLiving/sanoMidLife (menopause support), and Revella Health (360 Total Care diabetes coaching) extend specialized services through the Connected Care platform.

Differentiator

Problem solved

Functional benefit

Brands

• Blue Cross Mobile: Mobile application for plan members to access benefits, submit claims, and manage their health coverage
• Connected Care
• Health Connected
• inConfidence
• Blue Cross Life
• Medavie Benefits+
• ePay
• Patient First Network

Products and services

• Individual Health Plans (Complete Health, Guaranteed Acceptance, Assured Access) Personal health, drug, and dental insurance plans sold to individuals and families, primarily in Atlantic Canada, with customizable coverage tiers and options for those with pre-existing conditions.
• Group Benefits for Employers Employer-sponsored health benefit plans bundling drug, dental, mental health, disability, life, AD&D, health spending accounts and wellness modules for workforces of all sizes.
• Travel Insurance Single-trip and annual travel insurance covering emergency medical care, trip cancellation, baggage, AD&D, and 24/7 emergency assistance, purchased directly via the Blue Cross website.
• Blue Cross Life Insurance

Quantifiable outcome

• Medavie Blue Cross became the first insurer in Canada to offer comprehensive gut health testing (microbiome testing with dietitian services) as an insurer-covered benefit through its digital platform.
• +2 more outcomes

Named customers6 records

Segments4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability2 records

Feature5 records

Partnerships

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

• Arc HealthcoreStrategic or Co-development PartnerMedavie Blue Cross launched its At-work Accommodation Services program in partnership with Arc Health, a specialized workplace health partner. The fee-for-service program provides employers with expert guidance on managing employee medical accommodation requests, balancing operational needs with employee wellbeing, ensuring legal compliance, and reducing administrative burden. The service is available to all group benefit clients of Medavie Blue Cross. Announced February 2026.
• Nucliq BiologicscoreStrategic or Co-development PartnerMedavie Blue Cross partnered with Nucliq Biologics to offer Canada's first insurer-covered comprehensive gut health testing program. The program combines DNA microbiome tests (Gutcheck, Gutcheck VIVO) with dietitian consultations, providing personalized insights into gut health, immunity, and mental well-being. Available to eligible members through Medavie's digital platform. Announced November 2025.
• KITS Eyecare Ltd. (KITS)secondaryGTM or Marketing PartnerKITS Eyecare partnered with Medavie Blue Cross to expand access to affordable vision care across Canada, integrating KITS into Medavie's Connected Care platform. Medavie Blue Cross members receive exclusive discounts on prescription glasses, contact lenses, and premium lens upgrades when shopping online at KITS.ca. Announced April 2025.
• sanoMidLife / sanoLivingcoreStrategic or Co-development PartnerMedavie Blue Cross partnered with sanoLiving to provide sanoMidLife — a platform supporting women's health during midlife and menopause. The program offers free self-guided tools including midlife symptom assessment, virtual health assistant, and educational resources. Paid health coaching and clinician services are reimbursable through many Medavie Blue Cross plans. The partnership was announced in late 2024/early 2025.
• Revella Health / 360 CarecoreStrategic or Co-development Partner360 Care (operated by Revella Health) provides virtual health coaching for Diabetes, Hypertension and Weight Management as part of the Medavie Blue Cross 360 Total Care Program. Members access one-on-one support from dedicated health coaches, personalized plans, regular check-ins, and complimentary tracking devices. Contact: 1-844-394-4206.
• Make a Wish CanadaminorStrategic or Co-development PartnerBlue Cross has been a proud partner of Make a Wish Canada for over three decades. The partnership has helped make thousands of dream trips a reality by providing travel insurance for Canadian children with high-risk, life-threatening illnesses.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Alberta Blue Cross: Alberta Blue Cross is the Alberta Blue Cross plan licensee offering group, individual, and government health benefit plans under the same Canadian Blue Cross association framework, operating as a direct regional counterpart to Medavie Blue Cross.
• Pacific Blue Cross: Pacific Blue Cross is the British Columbia licensee of the Canadian Blue Cross brand and a not-for-profit health and dental benefits provider, making it the closest direct counterpart to Medavie Blue Cross on shared brand, not-for-profit structure, and group/individual health product mix.
• GreenShield Canada: GreenShield is a Canadian not-for-profit health and dental benefits provider serving employers and individuals across multiple provinces, with a comparable mix of insurance and health-services offerings to Medavie Blue Cross.

Broad incumbents

• Desjardins Insurance: Desjardins Insurance is a major Quebec-based cooperative insurer offering group health benefits, individual insurance, and travel insurance through Desjardins Group — competing with Medavie Blue Cross particularly in Quebec group benefits.
• Canada Life: Canada Life, part of Great-West Lifeco, is a national group benefits and individual insurance carrier with health, dental, disability and digital health tools — directly competitive with Medavie Blue Cross in employer-sponsored benefits across Canada.
• Sun Life Financial: Sun Life Financial is one of Canada's largest life and health insurers offering group benefits, individual insurance, and digital health capabilities through Lumino Health — overlapping directly with Medavie Blue Cross on group health, dental, and disability across Canada.
• Manulife Financial: Manulife is a dominant Canadian group benefits carrier offering health, dental, disability, and virtual care (Manulife Vitality, Beneplan) — a broader incumbent that competes with Medavie Blue Cross for the same employer group benefits RFPs.

Emerging players

• TELUS Health: TELUS Health is Canada's largest digital health platform offering employer-sponsored virtual care, mental health, and integrated benefits navigation — directly comparable to Medavie's Connected Care virtual primary-care offering.
• Dialogue Health Technologies: Dialogue is a Canadian virtual primary care and integrated health benefits platform offering employer-sponsored virtual care, mental health, and member navigation — competing for the same virtual-care-inside-benefits positioning as Medavie's Connected Care.

Regional players

• SSQ Insurance: SSQ Insurance is a Quebec-rooted mutual insurer offering group and individual health, dental and disability benefits, primarily serving Quebec and select national accounts — comparable to Medavie Blue Cross on product mix but regionally focused.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/MedavieBC
• Facebookfacebook.com/MedavieBlueCross

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Medavie Blue Cross