We Built Insurance Backwards.
Here's What We Learned.
What if insurance didn't wait for something to go wrong? Discover how Betterfly reimagined health coverage from the ground up — and why shifting from reactive to proactive care changes the relationship between people and their health entirely.
By Eduardo della Maggiora
Founder & CEO, Betterfly
Traditional health insurance is built around a simple premise: something goes wrong, and we cover it.
It’s a reasonable foundation. It’s also a reactive one. The system waits. And while it waits, preventable health issues develop turning into the exact claims it was supposed to protect against.
We started Betterfly asking a different question: what if insurance didn’t wait?
- What if, instead of activating when someone gets sick, it helped them stay well?
- What if every plan came with the tools, the habits, and the daily support to keep people thriving — not just covered?
That meant rethinking what an insurance product actually does - not just coverage.
68-biomarker health snapshot
- A clear view of employees’ health from day one.
Personalized health roadmap
- Tailored guidance to turn insights into action.
Daily missions and real rewards
- Simple healthy actions that keep employees engaged.
And underneath all of it: guaranteed-issue protection that’s there when it’s needed, across life, critical illness, accident, and hospital indemnity.
We call this Protect, Prevent, Engage. It’s not a marketing framework. It’s a different belief about what insurance is for.
Traditional coverage sits in the background until it’s called on. Ours shows up every day.
The shift from reactive to proactive care isn’t a product upgrade. It’s a fundamentally different relationship between people and their health. One where insurance becomes a daily partner — not a safety net you hope you never have to use.
That’s what we built. And after a decade and two thousand enterprise clients, we still believe it’s the only version of insurance worth building.