Dive Brief:

UnitedHealthcare has unveiled a direct-to-consumer portal for commercial members to buy additional benefits that may not be covered by their employer.

The marketplace, called UHC Store , is available on UnitedHealthcare’s app and website for more than 6 million eligible members, the company announced Wednesday. UnitedHealthcare aims to expand UHC Store to 18 million members this year.

UHC Store includes weight loss programs, chronic condition management and women’s health resources, among other offerings, with some available at a discount. UnitedHealthcare will receive a “nominal vendor discount” for hosting offerings on the store, a spokesperson said.

Dive Insight:

UnitedHealthcare’s direct-to-consumer play comes as insurers work to improve consumer trust that’s erode

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