EveryMove

# EveryMove: High-Level Overview

EveryMove is a digital health services company that helps consumers engage with their health through personalized incentive-based programs[1]. Founded in 2012 and based in Seattle, the company works with health plans and self-funded employers to drive specific health actions among members[1]. Its mission is to improve the health and lives of 10 million people in ten years by fostering prevention and adherence in healthcare[1].

The company operates by translating consumer data into personalized experiences, providing individuals with motivation and ability to take health actions based on clinical needs and personal preferences, supported through sponsored incentives[1]. EveryMove has expanded its portfolio to include Tandem, a health action driver that operates on a pay-for-performance model tied to delivering concrete ROI to customers[1]. The platform allows users to track healthy habits and earn rewards such as gift cards and reduced healthcare costs[4].

# Origin Story

EveryMove was founded in 2012 by Marcelo Calbucci and Russell[2]. The company emerged during the early wave of consumer health technology, launching an interactive web and mobile platform designed to give consumers control over organizing their health data[3]. Early traction came quickly—the company raised $2.6 million in Series A funding in 2012 from Blue Cross and other investors[3], followed by $3.5 million in fresh funding in 2013 when it launched its Android app[4]. By 2014, EveryMove had expanded its reach by launching EveryMove @Work, a self-service fitness tracking platform for businesses[6].

The company's funding base reflects its position within the digital health ecosystem, backed by BlueCross BlueShield Venture Partners, Sandbox Industries, Premera Blue Cross, Blue Cross Blue Shield of Nebraska, Founders Co-op, Techstars, and notable Seattle-area angel investors[1].

# Core Differentiators

• Incentive-driven engagement: Uses sponsored rewards (gift cards, reduced healthcare costs) to motivate behavioral change rather than relying on user willpower alone[4]
• B2B2C model: Works directly with health plans and employers to target specific members with tailored health actions[1]
• Pay-for-performance structure: Tandem's model ties compensation directly to measurable health outcomes and ROI, reducing risk for customers[1]
• Data-to-personalization expertise: Translates consumer health data into individualized experiences based on clinical needs and preferences[1]
• Multi-channel platform: Operates across web, mobile (including Android), and enterprise self-service offerings[4][6]

# Role in the Broader Tech Landscape

EveryMove operates at the intersection of digital health, behavioral economics, and value-based care—trends that gained significant momentum in the early 2010s. The company's focus on prevention and adherence aligns with the healthcare industry's shift away from fee-for-service models toward outcomes-based payment structures. By embedding incentives into health engagement platforms, EveryMove addresses a fundamental challenge in healthcare: converting clinical recommendations into sustained behavioral change.

The company's B2B2C approach positions it as infrastructure for the broader health plan ecosystem, making it a beneficiary of employers' and insurers' increasing investment in employee and member wellness programs. Its emphasis on measurable ROI resonates with cost-conscious health plans seeking to demonstrate value to stakeholders.

# Quick Take & Future Outlook

EveryMove's evolution from a consumer-facing fitness tracker to an enterprise health action platform reflects a maturing market reality: sustainable health engagement requires alignment between incentives, data, and business outcomes. The addition of Tandem to its portfolio signals a strategic pivot toward deeper integration with payer operations and more sophisticated targeting capabilities.

Looking forward, EveryMove's growth will likely depend on its ability to demonstrate measurable health improvements and cost savings at scale. As healthcare continues its shift toward value-based models and employers increasingly compete for talent through wellness benefits, platforms that can reliably drive behavioral change while proving ROI will become increasingly valuable. The company's Seattle roots and strong backing from regional health plans position it well to capitalize on this trend, though competition from larger health tech platforms and traditional wellness vendors will intensify.