Aetna Launches Digital Member Onboarding Program Using RCS Messaging

The insurer said the program will be available to approximately 4 million new members during their welcome and enrollment period.

Aetna has launched a new digital member onboarding experience aimed at simplifying how newly enrolled members access benefits, information, and care resources.

The insurer said the program will be available to approximately 4 million new members during their welcome and enrollment period.

The onboarding platform is built on Rich Communication Services (RCS), a messaging technology that enables interactive text-based communication. Through RCS messaging, members can receive guided navigation, access key plan information, and connect with relevant digital tools shortly after enrolling in an Aetna health plan.

Nathan Frank, senior vice president and chief digital and technology officer at Aetna, said the onboarding phase plays a critical role in shaping how members perceive and interact with their health plan. He noted that onboarding goes beyond administrative tasks and influences whether members feel supported or overwhelmed as they begin using their coverage.

According to Aetna, traditional onboarding often involves multiple outreach channels—including mailers, emails, and phone calls—arriving simultaneously. This can make it difficult for members to understand benefits and next steps. The digital onboarding experience is designed to consolidate outreach and present essential information in a more structured and accessible format.

The program also serves as an entry point to Aetna’s broader digital ecosystem. Through the onboarding flow, members can be directed to additional services and tools, including Care Paths, the company’s program for members with chronic or ongoing care needs. Aetna plans to expand the use of RCS across other digital initiatives, including Care Paths and its Clinical Collaboration model.

Within Care Paths, RCS messaging is expected to support more consistent outreach and engagement with members. In the Clinical Collaboration model, the technology will enable text-based discharge communications, allowing members to choose how they receive post-care information.

Aetna reported that its use of RCS messaging has resulted in an 80% increase in member engagement and a 26% reduction in opt-outs compared with other messaging approaches. The insurer said it is continuing to develop additional RCS-based applications and expects to expand its use of the technology throughout the year.

Looking ahead, Aetna plans to focus on digital tools that help members connect with care teams, identify in-network providers, schedule appointments, and access cost-related information. The company said digital engagement remains a key focus as it works to reduce complexity in navigating healthcare services.

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