Retail giant Walmart is rolling out a new platform for insurers and benefit managers that's designed to make it easier to encourage healthy eating.
The tool, called Everyday Health Signals, is powered by artificial intelligence, analyzing a consumers' retail history on Walmart.com to surface personalized feedback such as shopping lists and nutrition analyses. Given that the retailer sees 145 million customers each week in stores and online, it has a bevy of data to pull from, according to an announcement.
Eligible customers can opt in to allowing Everyday Health Signals to dig into their shopping history, Walmart said.
The program is initially launching in partnership with NationsBenefits, connecting its members to data they can use to meet key health goals. Walmart intends to expand to other insurers and benefits organizations in the future.
“By allowing customers the opportunity to make more informed choices with Walmart Everyday Health Signals, we’re creating the opportunity for widespread health impact,” said Pravene Nath, M.D., group director for consumer health and data solutions at Walmart U.S., in the press release.
“We’re innovating with tech-enabled health solutions that equip customers with a better understanding of how small decisions in the grocery aisle can help improve their overall health," Nath said.
Walmart said Everyday Health Signals is the latest step in its broader push toward developing tech tools to support consumers in making informed choices about their health. Its large customer base and broad array of in-store offerings put the company in a "unique position" to play a role here, according to the announcement.
As part of the initial partnership, NationsBenefits will make Everyday Health Signals available to flex card members, and co-CEO Michael Parker said tools like these are key to allowing health plans to proactively address critical health challenges.
"This is the future of healthcare—seamless, personalized, and focused on real outcomes," Parker said in an announcement from the company.
In addition to unveiling Everyday Health Signals, Walmart will allow millions of Medicare Advantage enrollees across the country to add their benefits cards to their online accounts, which will highlight over-the-counter products that are eligible for their supplemental benefits.
It will also integrate a benefit tracker tool that shows how much they've spent toward OTC stipends or allotments as well as the funds they still have available. Studies suggest that about two-thirds of MA enrollees never use these OTC benefits, according to the announcement.
“We saw an opportunity to streamline the health benefits shopping journey, make it easier for customers to discover eligible items and offer convenient pickup and delivery options that fit their busy schedule," said Ralph Clare, senior vice president for health and wellness merchandising at Walmart U.S., in the release. "The enhanced shopping experience for health benefits is yet another example of how Walmart is helping customers save money and live better.”