HealthNow New York
HealthNow New York operates as Highmark Blue Shield, a regional health insurance licensee serving 13 counties in Northeastern New York with individual ACA, Medicare Advantage, Medicaid, CHIP, and employer plans, plus integrated dental, vision, and digital member tools.
- Company typePublic
- Founded1936
- HeadquartersBuffalo, United States
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingServices
What HealthNow New York does
HealthNow New York Inc. is a for-profit regional health insurance company that operates as Highmark Blue Shield in Northeastern New York under its legal entity, Highmark Western and Northeastern New York Inc. The company is a subsidiary of Highmark Inc. (publicly traded under ticker HMK) and a licensee of the Blue Cross Blue Shield Association, tracing its operating history to 1936 and headquartered in Buffalo, NY. It employs between 501 and 1,000 people and serves members across 13 counties including Albany, Glens Falls, Saratoga, and Schenectady.
The company's product portfolio spans the full regulatory spectrum of U.S. health insurance. Core offerings include ACA-compliant individual and family plans distributed through the New York State of Health (NYSOH) marketplace, Medicare Advantage HMO/PPO plans with Part D prescription drug coverage and Dual Special Needs Plans (D-SNP), Medicaid managed care, the Highmark Healthy Kids CHIP program for children, and employer-sponsored group health benefits. Adjacent lines include integrated dental plans, vision care routed through the Davis Vision network, tax-advantaged spending accounts (HSA, FSA, HRA, commuter benefits), and a mental health services suite covering depression, anxiety, substance use disorders, eating disorders, and adolescent behavioral health. Member-facing technology consists of the My Highmark mobile application (available on iOS and Google Play), a web-based member portal at member.myhighmark.com with claims management, pharmacy formulary lookup, Express Pay billing, and a HealthSparq-powered provider directory, supported by a phone-based member services line at 1-844-639-2440.
The business model is recurring subscription-based premium revenue collected monthly from individual members, employer groups, Medicare beneficiaries, and Medicaid capitations. Distribution is multi-channel: the NYSOH marketplace for ACA plans, direct employer group sales, online Medicare enrollment through medicare.highmark.com, state-administered Medicaid managed care contracts, and member retention via digital self-service. Pricing is not publicly disclosed and varies by plan tier (bronze/silver/gold), geography, age, and coverage level. The company's primary source-identification weaknesses are the lack of disclosed revenue, enrollment counts, or specific M&A activity in the provided data.
HealthNow New York firmographics
Firmographics- Name
- HealthNow New York
- Legal name
- Highmark Western and Northeastern New York Inc.
- Website
- https://healthnowny.com
- Company type
- Public
- Founded year
- 1936
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- HealthNow New York operates as Highmark Blue Shield, a regional health insurance licensee serving 13 counties in Northeastern New York with individual ACA, Medicare Advantage, Medicaid, CHIP, and employer plans, plus integrated dental, vision, and digital member tools.
- Ownership category
- akta.pro rank
HealthNow New York industry classification
Industry- Product category
- Health Insurance
- NAICS
- Direct Health and Medical Insurance Carriers (524114), Direct Life, Health, and Medical Insurance Carriers (52411), Health and Welfare Funds (525120), Health Care and Social Assistance (62)
- SIC
- Accident & Health Insurance (6321), Hospital & Medical Service Plans (6324), Insurance Carriers, Nec (6399)
- akta.pro industry
- Large Group Health Insurance (Mid-Market & National Accounts)Small Group Health Insurance (2–50/100)High-Deductible Health Plans (HDHP) with HSA-Eligible CoveragePublic Sector & Government Employer Group Health PlansMA-PD Plans (Medicare Advantage with Prescription Drug Coverage)Medicaid/CHIP Dental & Vision Benefits AdministrationMedicare Dental & Vision (MA Embedded & Supplemental)Healthcare-Linked Social Benefits Administration (e.g., Medicaid/Means-Tested Health Coverage)Business & Public Services/Public Sector & Government Administration/Social Security, Benefits & Welfare Administration
Keywords
Where HealthNow New York is headquartered
LocationHeadquarters
- HQ city
- Buffalo
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
HealthNow New York business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Health Insurance Premiums: Recurring premium payments from individual/family members, employer groups, Medicare Advantage members, and Medicaid beneficiaries. Premium revenue is collected on monthly basis from members and group plan sponsors.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Individual and Family Plans |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
HealthNow New York product offering
Product offeringCore offering
HealthNow New York operates as Highmark Blue Shield, a regional licensed health insurer selling Individual and Family (ACA), Medicare Advantage, Medicaid, CHIP, and Employer-sponsored health plans across 13 Northeastern New York counties. The insurer bundles these plans with Dental and Vision coverage, Spending Accounts (HSA/FSA/HRA/Commuter), and Mental Health resources, delivering service through the My Highmark member portal and mobile app.
Product overview
HealthNow New York (operated by Highmark Western and Northeastern New York Inc. d/b/a Highmark Blue Shield) offers a comprehensive health insurance platform with multiple product lines serving 13 counties in Northeastern New York including Albany, Glens Falls, Saratoga, and Schenectady. The core offerings include Individual and Family Plans (ACA-compliant), Medicare Advantage, Medicaid, CHIP (Highmark Healthy Kids), and Employer plans. The product portfolio integrates supplementary offerings including Dental Plans, Vision Care (via Davis Vision), Mental Health Services, and Spending Accounts (HSA, FSA, HRA, Commuter Benefits). Members access services through the My Highmark member portal and mobile app.
Differentiator
Problem solved
Functional benefit
Products and services
- Individual and Family Plans Health insurance plans for individuals and families, including ACA-compliant options available through the New York State of Health marketplace, special enrollment periods, and conversion coverage. Targeted at Northeast NY residents seeking individual or family health coverage.
- Medicare Advantage Plans Medicare Advantage HMO and PPO plans with Part D prescription drug coverage, including Dual Special Needs Plans (D-SNP) for dual-eligible beneficiaries. Targeted at seniors and Medicare-eligible individuals in Northeastern New York.
- Medicaid Plans Medicaid health insurance plans for eligible low-income individuals and families in Northeastern New York, administered in partnership with the state.
- CHIP - Highmark Healthy Kids Health coverage program for children whose families earn too much to qualify for Medicaid but cannot afford private insurance, including enhanced member supports and case management.
- Employer Health Plans Health insurance solutions for employer groups, including cost management, care management, and client resources for administering employee health benefits.
- Spending Accounts Tax-advantaged spending accounts including Health Savings Accounts (HSA), Flexible Spending Accounts (FSA), Health Reimbursement Arrangements (HRA), and Commuter Benefits, provided to members and employers.
- Mental Health Services Behavioral health resources and support covering depression, anxiety, substance use disorders, eating disorders, and mental health resources for children and adolescents, offered to plan members.
Companies that use HealthNow New York
Customer profileSegments6 records
Ideal customer profiles5 records
HealthNow New York technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature5 records
HealthNow New York partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights4 records
HealthNow New York competitors and assessment
Company assessmentDirect peers
- EmblemHealth: NYC-headquartered nonprofit health plan offering commercial, Medicare, Medicaid, and individual products across New York State; comparable as a New York-licensed multi-line carrier with overlapping product breadth and Medicaid/CHIP administration expertise.
- Independent Health: Buffalo-based, Western New York-focused health plan offering commercial, Medicare, and Medicaid products; directly comparable because it competes head-to-head with HealthNow/Highmark Blue Shield in the same upstate NY geography and overlapping product lines.
- CDPHP: Albany-based nonprofit health plan offering commercial, Medicare, Medicaid, and individual coverage throughout Eastern NY and the Capital Region; directly comparable because it competes in Albany and surrounding counties where HealthNow also has primary geographic presence.
- Excellus BlueCross BlueShield: Rochester-based BCBS plan serving 31 upstate NY counties with commercial, Medicare, Medicaid, and individual lines; directly comparable as the main BCBS competitor across overlapping upstate NY territories.
- MVP Health Care: Schenectady-headquartered nonprofit health plan operating commercial, Medicare Advantage, Medicaid, and individual products across upstate NY; competitive overlap in Schenectady and the broader Northeastern NY service area, including employer and Medicare segments.
- BlueCross BlueShield of Western New York: Western NY Blue Cross licensee (also under Highmark Inc.) offering individual, Medicare, Medicaid, and employer plans across Western NY counties; near-identical business model to HealthNow and overlapping coverage in the broader upstate NY market.
- Empire BlueCross BlueShield: Anthem-affiliated NY BCBS licensee offering individual ACA, employer, Medicare, and Medicaid products statewide; comparable as a same-state BCBS competitor with broader geography but overlapping product portfolio and provider network.
Broad incumbents
- UnitedHealth Group: National diversified health insurer and PBM (UnitedHealthcare/Optum) with employer, Medicare, Medicaid, and individual plans across all 50 states; comparable as the dominant broad-market incumbent that competes with regional carriers on employer and Medicare products.
- Humana: National health insurer with deep Medicare Advantage focus and growing employer/Medicaid presence; comparable as a broad incumbent that competes most directly on MA stars, Part D, and D-SNP products in upstate NY.
- Elevance Health (Anthem): National multi-state Blue Cross Blue Shield licensee offering commercial, Medicare, Medicaid, and individual products; comparable as the parent of Empire BlueCross BlueShield in NY and as a broad incumbent in employer and individual ACA markets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
HealthNow New York social profiles
Digital presenceHealthNow New York financial estimates
Financial estimateRevenue estimate
Valuation estimate
HealthNow New York leadership team
Management profileNumber of profiles
HealthNow New York funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HealthNow New York 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 HealthNow New York
What does HealthNow New York do?
HealthNow New York operates as Highmark Blue Shield, a regional licensed health insurer selling Individual and Family (ACA), Medicare Advantage, Medicaid, CHIP, and Employer-sponsored health plans across 13 Northeastern New York counties. The insurer bundles these plans with Dental and Vision coverage, Spending Accounts (HSA/FSA/HRA/Commuter), and Mental Health resources, delivering service through the My Highmark member portal and mobile app.
Is HealthNow New York a public or private company?
HealthNow New York is a public company. It is classified as corporate owned and is currently operating.
When was HealthNow New York founded?
HealthNow New York was founded in 1936. It employs 1,001 to 5,000 people.
Where is HealthNow New York based?
HealthNow New York is headquartered in Buffalo, United States, in the North America region.
How does HealthNow New York make money?
One revenue line is on record: health Insurance Premiums.
Who are HealthNow New York's main competitors?
Direct peers on record are EmblemHealth, Independent Health, CDPHP, Excellus BlueCross BlueShield, MVP Health Care, BlueCross BlueShield of Western New York and Empire BlueCross BlueShield. Broad incumbents are UnitedHealth Group, Humana and Elevance Health (Anthem).
Does HealthNow New York have an API?
No public API is recorded for HealthNow New York.
What industry is HealthNow New York in?
HealthNow New York's product category is Health Insurance. Its primary akta.pro industry code is FSAIAFAE, Large Group Health Insurance (Mid-Market & National Accounts), with a secondary code of FSAIAFAD, Small Group Health Insurance (2–50/100). Its NAICS code is 524114 and its SIC code is 6321.