UnitedHealthcare Launches Digital Marketplace to Expand Member Engagement Options

UnitedHealthcare is reimagining the member experience with the launch of UHC Store, a new digital marketplace designed to help more than 6 million commercial members shop for personalized health and wellness offerings, a number expected to triple by the end of the year, according to a press release from UnitedHealthcare.

The online store, available through the UnitedHealthcare app and myuhc.com, enables members to select discounted programs and services that complement their employer-sponsored benefits. Offerings range from women’s health and mental health resources to fitness, nutrition, and chronic condition management tools. Members can save up to 15% on select health, wellness, and lifestyle programs year-round, creating a more flexible and consumer-driven healthcare experience.

According to Dan Kueter, CEO of UnitedHealthcare’s commercial business, the company developed UHC Store in response to consumer demand for a simpler, more intuitive way to engage with healthcare. “Across UnitedHealthcare, we are listening to our members and clients to understand and address their expectations for health care,” Kueter said. “We are developing solutions like UHC Store to drive positive change in the health system and improve people’s experience with the ability to supplement their health benefits year-round.”

At launch, UHC Store features resources across 4 main areas: women’s and mental health; family wellness and caregiving; fitness and nutrition; and health coordination for complex or chronic conditions such as diabetes, musculoskeletal disorders, and autoimmune diseases.

The initiative builds on UnitedHealthcare’s broader push to empower consumers with technology-enabled solutions. The insurer has deployed more than 1000 artificial intelligence (AI) use cases across its operations, including digital tools that simplify claims processing, improve provider searches, and enhance real-time support. For example, AI-powered chatbots handled over 65 million customer calls in 2024, while new “Members Like You” features in the UHC app deliver personalized recommendations based on demographic and clinical data.

Samantha Baker, UnitedHealthcare’s chief consumer officer for the commercial division, said, “By responding to consumer and employer needs with tech-enabled solutions to help people shop for health and wellness offerings, we aim to offer better access and improve member experiences.”

Together with platforms like UHC Hub and Surest, which help employers and members manage benefits more efficiently, UHC Store signals UnitedHealthcare’s strategy to transform healthcare from a fragmented system into a connected, consumer-first ecosystem that blends convenience, affordability, and personalization.

Reference

UnitedHealth Group. UnitedHealthcare Launches New Direct-to-Consumer, Digital Shopping Experience. Published September 24, 2025. Accessed October 10, 2025. https://www.unitedhealthgroup.com/newsroom/2025/2025-09-24-uhc-launches-direct-to-consumer-digital-shopping-experience.html