Co-founded Definity Health (UnitedHealth) to give consumers a “sense of ownership” of the healthcare dollars employers spend on their behalf. Debuted health reimbursement accounts (now HSAs). Showed consumers understood the financial value of choice. Yet HSA 'efficacy' data usually tied back to points-of-care -- to workers who were already sick. Co-founded RedBrick in 2006 to give consumers a share in the rewards of staying well. Employers offer financial incentives to workers who agree to personalized wellness plans, then hire RedBrick to run them. Payers have tried this before. But somehow outsourcing the biometrics, fitness coaching, and education to this third party spikes retention. Old-school programs average 15 percent participation. Employees of RedBrick clients stick to it 40 percent of the time. One reported a seven percent decline in claims; a $450,000 savings. RedBrick has eight clients and 25,000 enrollees.

“Fifty percent of all healthcare costs are avoidable with diet and exercise. But employers cannot do anything to change employee behaviors. They just need to let go, and put control in the hands of the employee to change, or not. [Safeway CEO] Steve Burd essentially got out of the way. Most companies spend the same amount of money on employees who are engaged in their health, as those who aren’t. Burd said ‘we’re not going to do that anymore. We’re going to pay more for the people who are more engaged.’ Look what happened.”