Healthy Business Group

What Healthy Business Group does

Healthy Business Group (HBG) is a privately held, US-based benefits aggregator founded in 2016 and headquartered in Sag Harbor, New York, with 11–50 employees. Its flagship product, HealthEE by HBG, is an online benefits marketplace operating at gethealthee.com that allows individuals, freelancers, gig workers, part-time employees, and association/union members to browse, compare, and purchase health coverage and wellness benefits (medical, dental, vision, life, pet) on a continuous-enrollment basis with monthly or quarterly billing and no employer sponsorship requirement. The platform is offered to employers of 25–5,000 employees as a free turn-key benefit with optional white-label branding, and to brokers, associations, and unions as a white-labeled distribution channel.

Underlying the marketplace is an aggregation model rather than proprietary underwriting: HBG curates and integrates third-party carriers and benefit providers including Rightway (care navigation), MDLIVE (telemedicine), 2nd.MD (second opinions), Naturally Slim (chronic disease management), Peerfit (fitness), TouchCare and Compass (advocacy/transparency), eMindful (mindfulness), Wellthy (caregiving), and BrightDime (financial wellness). The core technology is a one-stop-shop marketplace storefront with an embedded advisory function ("Ask Evan") that provides non-commission guidance; no proprietary AI, claims, or underwriting systems were disclosed. Sub-brands include HealthEE, HealthEE Support, Ask Evan, and Solo Health Collective (a self-employed-focused PPO at hbgsolo.com).

HBG monetizes through subscription/membership payments from individuals and employees for selected plans, broker and partner revenue-share arrangements, and marketplace commissions from insurance carriers and benefit providers. Go-to-market is hybrid: direct-to-consumer via the marketplace, direct employer field sales into SMB/mid-market (25–5,000 employees), and channel partnerships with brokers, associations, and unions. The company reported reaching approximately 125,000 members in its first year of HealthEE operations through association partnerships across real estate, logistics, teachers, healthcare, and other industries, and stated a goal of 500,000 members via 50 partner organizations. No institutional funding rounds, M&A, patents, or regulatory actions are disclosed; ownership appears founder/management-controlled.

Name

Healthy Business Group

Legal name

Healthy Business Group

Website

https://hbgnow.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Healthy Business Group operates HealthEE by HBG, an online benefits marketplace that aggregates health, dental, vision, and wellness carriers for SMB employers, freelancers, gig workers, and association/union members, sold via subscription, partner revenue-share, and carrier commissions.

Ownership category

akta.pro rank

Product category

Health Benefits Marketplace

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Care Navigation, Advocacy & Benefits Guidance Platforms (HLALADAJ)

akta.pro secondary industries

Employer Wellness & Population Health Programs (HLAEAAAH), Membership/Subscription Concierge Virtual Care (HLALAAAH)

Keywords

• Employee benefits marketplace
• Health insurance aggregation
• Voluntary benefits platform
• Wellness programs aggregator
• Care navigation services

Headquarters

HQ city

Sag Harbor

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Subscription/Membership Fees: Monthly or quarterly subscription payments from individuals and employees for health benefits coverage purchased through the marketplace. Employees select and pay for their own plans, with options ranging from essential medical coverage to comprehensive benefit packages.
2. Broker/Partner Revenue Share: Revenue sharing arrangements with brokers, associations, and employer partners who distribute HealthEE benefits to their members or employees at no cost to the employer.
3. Carrier/Partner Commissions: Commissions from insurance carriers and benefit providers featured on the HealthEE marketplace platform.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Healthy Business Group operates the HealthEE online benefits marketplace, aggregating health, wellness, and supplemental benefit products from multiple third-party carriers and vendors (medical, dental, vision, life, pet insurance, telemedicine, care navigation, fitness, financial wellness). The platform enables individuals to purchase coverage without employer sponsorship and lets employers of 25-5,000 employees offer a no-cost, white-label benefits store to staff and members.

Product overview

Healthy Business Group operates a multi-solution benefits platform centered on the HealthEE by HBG online marketplace. This platform aggregates a comprehensive suite of health and wellness solutions including telemedicine (MDLIVE), second opinions (2nd.MD), healthcare advocacy and navigation (Rightway Healthcare, TouchCare, Compass), chronic disease management (Naturally Slim), personalized fitness (Peerfit, FORTË), financial wellness (BrightDime), caregiving support (Wellthy), and healthy living programs (eMindful). The company serves employers of all sizes (25 to 5,000 employees), brokers, associations, and directly targets underserved populations including part-time workers, gig workers, freelancers, and contract workers who traditionally lack access to employer-sponsored benefits. Solutions are available as turn-key offerings or white-labeled under client brands.

Differentiator

Problem solved

Functional benefit

Brands

• HealthEE: Online benefits marketplace/store offering healthcare coverage options for individuals, part-time workers, gig workers, freelancers, and associations without requiring employer sponsorship.
• HealthEE Support
• Solo Health Collective
• Ask Evan

Products and services

• HealthEE by HBG Online Benefits Marketplace An online benefits marketplace that allows individuals and employer groups to browse, compare, and purchase health coverage and supplemental wellness benefits. Features personalized plan selection, no employer sponsorship required, continuous (no open enrollment) availability, and monthly or quarterly payment options. Available via white-label deployment for employers, brokers, associations, and unions.
• Healthcare Advocacy and Transparency Care navigation and healthcare transparency solution including patient navigation teams of doctors and nurses, dedicated healthcare concierges, procedure cost estimates, bill reviews, and provider quality ratings. Built around Rightway Healthcare, TouchCare, and Compass partnerships.
• Telemedicine 24/7/365 access to board-certified doctors and licensed therapists via phone or video through MDLIVE, plus video-based speech therapy services from Gr8 Speech. Reduces unnecessary ER and urgent care visits for non-emergency issues.
• Second Opinions and Expert Decision Support Connects members with leading specialists from Mayo Clinic, Johns Hopkins, Harvard, and 120+ medical sub-specialties via 2nd.MD for second opinions on diagnoses, treatment plans, or medications. Consultations available in 3-4 days at no cost to employee or insurance carrier.
• Chronic Disease Management Behavior-changing program targeting Metabolic Syndrome reversal delivered through the Naturally Slim platform. Self-paced, scalable program aimed at clinical behavior change and lasting health outcomes.
• Personalized Fitness Fitness benefit solution through Peerfit that grants employees monthly credits for boutique gyms and classes, with in-studio and streaming (FORTË) workouts available across fitness levels. Wellbeats provides an additional on-demand virtual fitness option.
• Financial Wellness Personalized financial platform via BrightDime helping users improve spending habits, set budgets, manage debt, and track financial goals including 401(k), HSA/FSA, and investment accounts, supplemented by one-on-one financial coaching.
• Caregiving Support Care coordination and concierge service via Wellthy for employees caring for family members. Dedicated care coordinators handle appointment scheduling, prescription refills, prior authorizations, in-home aide sourcing, care facility transitions, and insurance bill disputes.
• Healthy Living (Mindfulness) Mindfulness and wellness program through eMindful offering live online classes, guided practice with practitioners, on-demand content, and community. Designed to improve clarity, focus, interpersonal collaboration, and stress reduction.
• Solo Health Collective PPO Plan PPO health plan designed exclusively for self-employed business owners and freelancers seeking health coverage outside traditional employment, accessible via hbgsolo.com.

Quantifiable outcome

• 12% reduction in employer healthcare cost trend with Rightway partnership
• +13 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core and supporting.

• Rightway HealthcarecoreStrategic or Co-development Partner · 20 October 2022Expanded strategic partnership announced October 2022. Rightway's care navigation solution made available to anyone purchasing health benefits through HealthEE by HBG stores. Rightway provides clinician-driven care navigation with dedicated health guides helping members find affordable, high-quality care and navigate the healthcare system.
• WellthysupportingTechnology or IntegrationCaregiving support partner providing dedicated care coordinators and concierge services for employees caring for family members. Services include scheduling appointments, prescription refills, prior authorizations, sourcing in-home aides, and assisting with care facility transitions.
• eMindfulsupportingTechnology or IntegrationMindfulness and meditation partner offering live online classes, access to practitioners for guided practice, and on-demand content. Available to all members seeking stress reduction and mental wellness support.
• BrightDimesupportingTechnology or IntegrationFinancial wellness partner providing personalized financial platform, one-on-one financial coaching, and empowerment through education. Addresses financial stress which impacts workplace productivity.
• PeerfitsupportingTechnology or IntegrationFitness solution partner offering engaging fitness programs with variety of classes and gyms for all fitness levels. Employees receive monthly credits to discover new classes and workouts. Includes FORTË streaming for home workouts.
• WellbeatssupportingTechnology or IntegrationVirtual fitness partner providing on-demand workout classes accessible from home. Part of wellness offerings to help members maintain physical activity especially during winter months.
• MDLIVEsupportingTechnology or IntegrationTelemedicine partner providing 24/7/365 access to board-certified doctors and licensed therapists via phone or video. Reduces unnecessary ER visits and urgent care visits for non-emergency issues.
• Gr8 SpeechsupportingTechnology or IntegrationSpeech therapy partner providing video conferencing-based speech therapy services for children, teens, adults, and seniors. Services include accent modification and support for traumatic brain injuries.
• 2nd.MDsupportingTechnology or IntegrationSecond opinion service connecting members with specialists from Mayo Clinic, Johns Hopkins, Harvard, and 120+ medical sub-specialties. Consults available in 3-4 days with no cost to employee or insurance carrier.
• Naturally SlimsupportingTechnology or IntegrationChronic disease management partner offering behavior-changing programs to reverse Metabolic Syndrome. Scalable, self-paced program targeting clinical behavior for lasting change.
• TouchCaresupportingTechnology or IntegrationHealthcare advocacy partner providing patient navigation teams of doctors and nurses with centralized mobile experience. Delivers 20% employee engagement in year 1 with 98% user satisfaction.
• CompasssupportingTechnology or IntegrationHealthcare transparency tool providing comparative doctor ratings and cost information. Members save up to $1,500 per user with over 56% utilizing comparative ratings.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• HealthSherpa: HealthSherpa is an ACA marketplace platform helping individuals and brokers shop for and enroll in individual health insurance plans. Comparable to HBG's individual marketplace model in the gig/freelancer segment with similar carrier commission revenue mechanics.
• Thatch: Thatch is a modern health benefits platform purpose-built for self-employed individuals and small businesses, offering individual coverage and employer-sponsored benefit packages. Directly comparable to HBG's HealthEE and Solo Health Collective offerings targeting freelancers and gig workers.
• Lively: Lively is a modern HSA provider offering consumer-directed health accounts with a focus on self-employed individuals and small businesses. Adjacent to HBG's marketplace offerings with similar target customer profile and digital-first approach to benefits.
• Decent: Decent is a health insurance provider and platform offering affordable health plans designed for freelancers, contractors, and small businesses. Directly comparable to HBG's small business and independent contractor target market with similar mission of expanding access to benefits for underserved workers.
• Wellable: Wellable is a wellness program platform for employers offering aggregated wellness solutions including fitness, mindfulness, and chronic condition management. Comparable to HBG's employer wellness and population health solutions aggregation across partner providers.

Direct peers

• Ease: Ease is a benefits administration and enrollment platform targeting small and mid-size employers, offering online benefits shopping with carrier integrations and broker enablement. Closely comparable to HBG's HealthEE marketplace model with similar SMB employer focus and broker distribution channel.
• Stride Health: Stride Health is a direct-to-consumer health insurance marketplace targeting gig workers, freelancers, and self-employed individuals — the same underserved segment HBG targets with HealthEE. Both offer individual health coverage outside traditional employer sponsorship with guided enrollment support.

Broad incumbents

• Paychex: Paychex is a large payroll, HR, and benefits provider serving SMBs across the U.S., offering benefits administration alongside payroll. Comparable to HBG's SMB employer benefits distribution channel with substantially larger scale and broader HR product suite.
• OneDigital: OneDigital is a large U.S. benefits brokerage and advisory firm serving employers of all sizes with health, wellness, and benefits solutions. Comparable to HBG's employer-facing benefits aggregation business but operating at significantly larger scale with broader capabilities including retirement and HR consulting.
• Benefitfocus (Voya Financial): Benefitfocus is an enterprise benefits administration platform now part of Voya Financial, aggregating health, voluntary, and ancillary benefits for mid-market and large employers. Comparable to HBG's marketplace and benefits aggregation model but at enterprise scale with deeper carrier integrations and broader product coverage.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/healtheebyhbg
• Xx.com/HealthyBizGroup
• Facebookfacebook.com/healthybusinessgroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Healthy Business Group