Omer Maman, VP of Marketing at Healthee, sat down to chat about the company’s rebrand. Stick around for a teardown and peek behind the curtain to see how this brand refresh went from concept to go-live.
About the company: Healthee is a leading company in the health tech industry, focused on transforming how employees navigate healthcare and benefits. With a mission to make access to a healthier life effortless, Healthee utilizes AI technology to simplify complex benefits systems, enhancing user experience, cutting costs, and improving care outcomes. The Healthee platform is designed to make healthcare more accessible, personalized, and efficient. For more information, visit Healthee.com or connect with Healthee on LinkedIn, Instagram, Facebook, X, and YouTube.
Formerly known as Insurights (via their 2022 rebrand), Healthee was founded in 2021 in New York City, to offer health benefits navigation support and tools.
“As we engaged in conversations with our users, we realized that they don’t just want to understand their health insurance plans. They have a deeply-rooted desire to be healthier. That’s why we ultimately decided to re-name ourselves to Healthee—to represent our commitment to healthy employees,” Co-Founder and CEO, Guy Benjamin shared in the rebrand release.
Since then, the brand needed a more modern look, feel, and story. After two years in market—they were up against an environment with climbing healthcare and premium costs for employees (and employers), companies that use fragmented, complex insurtech solutions, and more. The Healthee platform continued to evolve and outgrew its identity, both visually and verbally.
Maman stated it plainly in his rebrand announcement blog, too: “Employers are perpetually losing money. HR leaders, brokers, PEOs, and TPAs are losing valuable time. Employees are spending more without sustained positive health outcomes. How can we enhance the healthcare experience, save money, and improve quality of life?”
“We built a timeline to align with getting there with a story and strategy that was aligned. Our product—our platform—had matured, and our go-to-market was expanding. It was time for the brand to catch up to the company that we were becoming,” Maman shared.
Not every rebrand needs to be a grandiose gesture or redo; sometimes the best pieces are already in place and just need to be adjusted.
“We outgrew the original brand, so it wasn't a complete ‘rebrand’ process. It was more about expansion, evolution, and company maturity. With that, we wanted to make sure the brand was aligned. The early version of Healthee’s brand story was built for scrappy, early-stage businesses. As we moved into the enterprise world, it just didn't hold water,” Maman added. “We didn't need a facelift. We needed a brand that could match the intelligence and ambition of our product. It wasn’t a visual redo; it was really a strategic realignment.”
A screenshot showing the rebranded Healthee app.
“We worked with an agency to execute on the rebrand. But the core of the process was held and done internally. It was like a full strategy sprint. We reviewed how the market was shifting, how brokers and buyers talk, and how our platform was evolving. We redefined our core messaging, clarified our positioning, and made sure that our tone felt as intelligent and empathic as our product. We didn't just want to look better; we actually wanted to feel more essential to our ICPs,” Maman added.
“During the research process, we gained valuable insights into ourselves, our product, and the real pains that come with addressing and mitigating them. This also meant diving deeper into the buyer process, the journey that they go through, their past experiences (bad experiences that they had with competitors), and how we can do it differently—or how we can introduce a total new experience for them.”
Positioning can often be a challenge, because you want to easily fit into a category in the minds of buyers (so that they know what you do). But, when you fit into that box, you might get boxed in with every other similar solution, even if what you do is vastly better. Towing that line is a delicate balance. Or, think about the category you’re in: can the category be better explained or more simply explained?
“Our positioning evolved. We wanted to make sure that while there are other benefits navigation platforms, we wanted to stand out. We're not just providing navigation. We tweaked the mission of the company and the product. We're not just a benefits navigation platform; we make access to healthcare, effortless. This narrative was much easier to build a brand around.”
“As we looked at competitors, we heard a lot of noise. Some leaned too heavily on fear, others felt over-designed but under-strategic. With that, we decided to own a different space. So we wanted our brand to be smart, but warmer.”
To see the verbal identity in action, let’s compare the website before and after rebranding.
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The company’s new narrative, voice, and tone are demonstrated well. Their mission is right in the headline, hitting on SEO and important prospect concerns, all in one sentence.
Their logo farm also features clever copy about what they do: “Companies we are making Healthee-er.” As a prospect, you would want to be a part of this exclusive group of innovative, forward-thinking employers.
The hero imagery also features their updated platform, showing heightened design maturity.
“We refreshed our logo, the color palette, the typography, the iconography, and the photography. Everything kind of got a new look,” Maman added. “As we were going through the rebrand process, we had a few sources of inspiration in the D2C space since we wanted to stand out in the healthcare environment, including: Figma, Notion, Uber, Wiz, and Stripe. We were looking specifically at strong brands that emphasized clarity and design maturity.”
Here are the before and after logos.
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They kept the guts of what the brand was, while modernizing some of the elements. The logo looks more refined and the wordmark uses an all lowercase system. Condensing colors, in this context, feels like a refinement of their products and solutions.
One of the key deadlines the team faced during the rebrand was a tradeshow. They wanted to come to the show with a new, robust brand identity—but not at the cost of skipping steps or cutting corners.
By slimming down the number of primary colors in their color palette, the Healthee team was able to have a consistent, well-established presence at this new show that seamlessly translates to their website, social media, and other channels.
The unique ways that they tap into the minds of their users through social media feels familiar, especially when it’s in the palm of your hand.
Here are some takeaways that Maman shares with other healthtech marketers.
To learn more about Healthee, check out their website: https://healthee.com/
Interested in seeing how a marketing partner can help you bring your healthtech company’s rebrand or brand vision to life? Get in touch with Jenn today.