HumanaCare
HumanaCare is a Canadian mental health and well-being services provider offering counselling for family, grief, substance use, mental health, and legal issues to employer groups, association members, and insurance plan holders; following its January 2025 acquisition by GreenShield, the business now operates as Kii within GreenShield's national non-profit health and insurance platform.
- Company typePrivate
- Founded1978
- HeadquartersToronto, Canada
- Headcount251–500
- GTM typeB2B
- OfferingServices
What HumanaCare does
HumanaCare was a Canadian provider of mental health and well-being services, founded in 1978 and headquartered in Toronto with 251-500 employees. Its core offering consisted of counselling and support services covering family, grief, substance use, mental health, and legal issues, delivered to members through employer-sponsored benefit plans, association memberships (notably the Manitoba Teachers' Society), and insurance coverage. The underlying technology combined phone-based education and counselling programs with an online platform supporting secure login, digital counselling request forms, and member self-service. Revenue was generated primarily through recurring subscription-style contracts with employer benefit plans, association sponsors, and insurance payors; a parallel arm, Humana Healthcare Research, conducted healthcare intervention studies on a professional-services basis, including a peer-reviewed study with the University of Chicago Medicine and the COPD Foundation demonstrating that pharmacist-led phone education reduced inhaler misuse among Medicare Advantage beneficiaries with COPD from nearly 40% to less than 7% after the first session.
In May 2018, HumanaCare acquired TranQool Inc to expand into digital/virtual mental health delivery, signaling a multi-channel product strategy. On January 1, 2025, the company was acquired by GreenShield, Canada's only national non-profit health care and insurance organization, and simultaneously rebranded as Kii for its MTS-facing counselling product. Following the transaction, HumanaCare's operations were fully integrated into GreenShield's unified coverage and care platform, with members redirected to GreenShield.ca and the Kii login experience; service continuity was maintained throughout the transition. The combined entity now distributes mental health and well-being services across all GreenShield members in Canada through a single benefits experience.
HumanaCare firmographics
Firmographics- Name
- HumanaCare
- Website
- https://humanacare.com
- Company type
- Private
- Founded year
- 1978
- Operating status
- Acquired
- Headcount range
- 251–500 employees
- Short description
- HumanaCare is a Canadian mental health and well-being services provider offering counselling for family, grief, substance use, mental health, and legal issues to employer groups, association members, and insurance plan holders; following its January 2025 acquisition by GreenShield, the business now operates as Kii within GreenShield's national non-profit health and insurance platform.
- Ownership category
- akta.pro rank
HumanaCare industry classification
Industry- Product category
- Employee Assistance Programs (EAP) / Mental Health Services
- NAICS
- Offices of Mental Health Practitioners (except Physicians) (621330), Individual and Family Services (6241)
- SIC
- Services-Health Services (8000), Services-Social Services (8300)
- akta.pro primary industry
- Community Mental Health Centers (CMHCs) & Public Behavioral Health Providers (HLAFACAI)
- akta.pro secondary industry
- Caregiver Support, Coaching & Training (HLADALAG)
Keywords
Where HumanaCare is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
HumanaCare business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Mental Health and Well-being Services: HumanaCare provided counselling and support services to members, funded through employer/association benefit plans and insurance coverage administered by GreenShield.
- Healthcare Research Services: Humana Healthcare Research conducted studies on healthcare interventions, contributing to evidence-based practices for Medicare Advantage beneficiaries.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels2 records
HumanaCare product offering
Product offeringCore offering
HumanaCare provided mental health and well-being services including counselling for family, grief, substance use, mental health, and legal issues. Services were distributed through employer benefit plans, association memberships (such as Manitoba Teachers' Society), and insurance coverage administered by GreenShield, with access via online portals, phone support, and digital request forms.
Product overview
HumanaCare formerly operated as a standalone mental health and counselling support service provider. The company underwent a significant transformation with two changes in 2025: it rebranded as Kii (effective January 1, 2025) for Manitoba Teachers' Society members, and simultaneously became part of GreenShield, Canada's national non-profit health care and insurance organization. The core offering consists of mental health and well-being services including counselling for family, grief, substance use, mental health issues, and legal matters, now delivered through GreenShield's integrated health and benefits platform.
Differentiator
Problem solved
Functional benefit
Products and services
- GreenShield Mental Health Services Mental health and well-being services including counselling, access to plan details, claims submission, and ongoing support, available through GreenShield's online platform at greenshield.ca. Services cover family, grief, substance use, mental health, and legal issues for employer group and insurance plan members across Canada.
- Kii Rebranded counselling and support services for Manitoba Teachers' Society (MTS) members and their families, offering holistic services including counselling for family, grief, substance use, mental health, and legal issues. Formerly known as HumanaCare.
Quantifiable outcome
- Inhaler misuse reduced from nearly 40% to less than 7% after first phone session
- +1 more outcomes
Companies that use HumanaCare
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles3 records
HumanaCare technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
HumanaCare partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- University of Chicago MedicinecoreHumana Healthcare Research collaborated with University of Chicago Medicine on a study published in the COPD Foundation's journal, investigating the effectiveness of phone-based inhaler education programs for Medicare Advantage beneficiaries with COPD. The research partnership produced published findings demonstrating significant medication adherence improvements.
- COPD FoundationcoreThe COPD Foundation published the joint research study by Humana Healthcare Research and University of Chicago Medicine in their journal, providing peer-reviewed validation for the phone-based inhaler education program findings.
- Manitoba Teachers' Society (MTS)coreManitoba Teachers' Society was a primary client of HumanaCare, which rebranded as Kii to continue providing counselling and support services to MTS members and their families. The partnership offered holistic services including counselling for family, grief, substance use, mental health, and legal issues.
- GreenShieldcoreHumanaCare became part of GreenShield, Canada's only national non-profit health care and insurance organization. This acquisition integrated HumanaCare's mental health and well-being services into GreenShield's comprehensive health coverage and care platform, ensuring no service disruption for members.
Scale indicators2 records
Recent moves8 records
Expansion highlights4 records
HumanaCare competitors and assessment
Company assessmentDirect peers
- LifeWorks (now Sun Life): LifeWorks (formerly Morneau Shepell) was Canada's largest pure-play EAP and well-being provider before being acquired by Sun Life. Directly comparable to HumanaCare's employee assistance program model and counselling scope across mental health, family, and substance use issues.
- Homewood Health: Homewood Health is a Canadian provider of mental health, addiction, and EAP services, including counselling and digital well-being platforms. Directly comparable to HumanaCare's mental health and substance use counselling offerings for employer and association clients.
- Aspiria (Morneau Shepell/Aspiria): Aspiria is a Canadian EAP and well-being provider whose intake platform appears in HumanaCare's online request flow. Directly comparable in offering employee/family counselling, legal, and substance use support through employer and association channels.
Broad incumbents
- Telus Health: Telus Health is a large Canadian integrated health services and benefits platform offering EAP, virtual care, and pharmacy benefits. Overlaps with HumanaCare in mental health and well-being but operates as a broader enterprise health platform rather than a pure EAP provider.
- Sun Life Financial: Sun Life is a major Canadian insurer that owns LifeWorks and offers group benefits with embedded EAP and mental health services. Comparable in the broader employer-paid health and benefits category, especially with respect to EAP delivery mechanisms.
- Manulife (including Manulife Vitality): Manulife is a major Canadian life and health insurer offering group benefits with embedded mental health, well-being, and chronic-condition programming. Comparable through benefits-funded mental health services similar to GreenShield/HumanaCare's delivery model.
Emerging players
- Dialogue Health Technologies: Dialogue is a Canadian virtual health and well-being platform serving employers with mental health, EAP-like, and primary care services. Comparable to HumanaCare's employer-paid mental health and counselling model but delivered via virtual-first technology.
- Maple Corporation: Maple is a Canadian virtual care platform providing employer-paid access to healthcare professionals. Comparable to HumanaCare's employer/insurance-funded delivery model and online intake experience, though focused on physician consultations versus counselling.
- WELL Health Technologies: WELL Health operates a Canadian and U.S. network of clinics and digital health assets including mental health and telehealth services. Comparable through virtual mental health service delivery and multi-service health platform model, though broader in clinical scope.
Regional players
- People Corporation: People Corporation provides group benefits, retirement, and HR solutions to Canadian employers, often bundling EAP and well-being services. Comparable to HumanaCare's institutional benefits distribution model, particularly for association/employer clients.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
HumanaCare social profiles
Digital presenceHumanaCare financial estimates
Financial estimateRevenue estimate
Valuation estimate
HumanaCare leadership team
Management profileNumber of profiles
HumanaCare funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HumanaCare 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 HumanaCare
What does HumanaCare do?
HumanaCare provided mental health and well-being services including counselling for family, grief, substance use, mental health, and legal issues. Services were distributed through employer benefit plans, association memberships (such as Manitoba Teachers' Society), and insurance coverage administered by GreenShield, with access via online portals, phone support, and digital request forms.
When was HumanaCare founded?
HumanaCare was founded in 1978. It employs 251 to 500 people.
Where is HumanaCare based?
HumanaCare is headquartered in Toronto, Canada, in the North America region.
How does HumanaCare make money?
Two revenue lines are on record. Mental Health and Well-being Services are the primary driver. The others are healthcare Research Services.
Who are HumanaCare's main competitors?
Direct peers on record are LifeWorks (now Sun Life), Homewood Health and Aspiria (Morneau Shepell/Aspiria). Broad incumbents are Telus Health, Sun Life Financial and Manulife (including Manulife Vitality). Emerging players are Dialogue Health Technologies, Maple Corporation and WELL Health Technologies. People Corporation is listed as a regional player.
Does HumanaCare have an API?
No public API is recorded for HumanaCare.
What industry is HumanaCare in?
HumanaCare's product category is Employee Assistance Programs (EAP) / Mental Health Services. Its primary akta.pro industry code is HLAFACAI, Community Mental Health Centers (CMHCs) & Public Behavioral Health Providers, with a secondary code of HLADALAG, Caregiver Support, Coaching & Training. Its NAICS code is 621330 and its SIC code is 8000.