#USA #New York #Health Insurance #Mobile Apps #Consumer Experience

Enhancements in Health Insurance Mobile Apps

As the health insurance industry evolves, the push for superior digital experiences intensifies. According to the latest insights from Corporate Insight, health insurers significantly accelerated their investments in mobile applications over the past year. Nearly all organizations reported universal enhancements in member experience scores, showcasing a remarkable response to evolving consumer expectations influenced by retail and banking applications.

The 2025 Health Plan Experience Benchmarks, which scrutinized 24 leading commercial health plans' desktop and mobile platforms, found that mobile apps swiftly narrowed the gap in digital user experience compared to traditional desktop websites. The industry average for mobile app scores increased from 57 to 63 points out of a possible 100, while desktop scores climbed from 67 to 70 points, indicating a faster pace of advancement within mobile platforms.

Lauren Roncevic, senior director of healthcare research at Corporate Insight, noted, "Health insurers are finally treating mobile as a primary channel rather than an afterthought. Plans that don't accelerate their mobile investments today risk significantly falling behind their more digitally mature competitors."

The Competitive Edge of Mobile Innovations

The advancements in mobile apps are driven by strategic investments in critical areas such as personalization, integration with pharmacy benefit managers, and adopting AI-powered chat functionalities. These improvements reflect what consumers increasingly expect from their health insurers. Notably, nearly every insurer improved their mobile app scores, with only minor declines observed. Key factors contributing to mobile enhancements included Profile Settings, which saw an average increase of 10 points; Prescriptions & Pharmacy, enhancing by an average of 9 points; and Support features also rose by 9 points.

Among the 24 insurers assessed, Anthem BCBS emerged as the top performer in mobile app experience, attaining a score of 79, just shy of Corporate Insight's