UnitedHealthcare has introduced UHC Store, a digital marketplace that allows members to purchase health and wellness services directly, creating a potential challenge for traditional brokers as insurers increasingly turn to direct channels.
The platform is currently available to six million members and is projected to reach 18 million by the end of this year.
The store provides year-round access to discounted services across multiple categories, including women’s health, mental health, family planning, pregnancy, postpartum, weight management, and chronic or complex conditions such as musculoskeletal issues, diabetes, autoimmune disorders, and gastrointestinal health. Discounts of up to 15% are offered on certain products, though rates differ by vendor. Members can reach the marketplace through the UnitedHealthcare mobile app and website, which present services in an online shopping format.
UnitedHealthcare clarified that UHC Store is not an insurance product, program, or service, and it does not provide medical advice. Instead, it serves as a direct purchasing channel for members at a time when employers are facing rising healthcare costs.
According to a Mercer survey, employer healthcare spending is expected to rise between 6% and 9% in 2026, with nearly half of large employers considering shifting more of those costs to employees.
Amy Jordan, vice president of consumer experience for UnitedHealthcare’s commercial business,, noted that the store can help employers avoid the work of reviewing numerous wellness programs while still giving employees access to tailored services. Engagement with such programs has often been low, but integrating the marketplace within UnitedHealthcare’s app and website is intended to make it more visible.
The company also intends to use claims data to guide member recommendations, such as suggesting physical therapy programs for members experiencing back pain.
The launch aligns with UnitedHealthcare’s increasing focus on digital and AI-driven services to meet consumer demand for personalized, retail-like experiences. At the same time, the company has announced that it will exit certain Medicare Advantage plans affecting about 600,000 members due to rising medical costs.
Do you think UHC Store signals a shrinking role for insurance brokers, or will intermediaries continue to play an essential part? Share your thoughts in the comments.
