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. A 68-biomarker health snapshot from day one, so employees understand where they actually stand. A personalized health roadmap to act on it. Daily missions and real rewards for healthy actions — because knowing what to do and feeling motivated to do it are two very different things.
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.