UnitedHealthcare Launches UHC Store for Employer-Sponsored Health Plan Members

Through the UHC Store, members can shop for health and wellness programs and receive discounts of up to 15%, according to the announcement.

UnitedHealthcare has introduced the UHC Store, a digital platform embedded in its member portal and app, now available to 6 million members enrolled in employer-sponsored health plans.

The company plans to expand access to 18 million members by the end of the year.

Through the UHC Store, members can shop for health and wellness programs and receive discounts of up to 15%, according to the announcement. The initial rollout focuses on categories addressing some of the most in-demand and high-cost health areas, including women’s health, musculoskeletal conditions, and diabetes.

Amy Jordan, vice president of consumer experience for UnitedHealthcare’s commercial business, said the store is designed to give employers flexibility in connecting their workforce with programs without requiring broad adoption across the organization.

“When you're out there competing for the best and the brightest, to enhance your own workforce, you want to be able to offer robust benefit solutions, and that can get challenging when you're purchasing at an employee population level,” Jordan added.

At launch, the platform includes categories such as “everyday health,” which connects members to women’s health and mental health solutions, and “family wellness,” which offers resources for family planning, caregiving, pregnancy, and postpartum care. Additional offerings cover fitness, nutrition, weight management, and coordination tools for chronic conditions including autoimmune disease, gastrointestinal needs, and musculoskeletal concerns.

Jordan said embedding the store “front-and-center” in the digital experience aims to increase visibility and engagement. She noted that future enhancements could include personalized recommendations based on claims data, such as highlighting pain management programs after a back pain consultation.

She added that the platform could also ease employer challenges in evaluating solutions. “We, with the size of our organization, have seen an opportunity to really support and partner with our employers, but also these vendors, which we, as at Optum, invest in a lot of different point solutions as well,” she said.

The store also aligns with UnitedHealthcare’s broader strategy to improve member experience and access. The company highlighted its use of artificial intelligence across more than 1,000 active use cases, including tools like Members Like You, which recommends services by tracking demographic and care-path data.

Stay tuned for more such updates on Digital Health News