Build a Multi-Vertical Wellness Benefits Marketplace

1. 1

   Design the wallet and stipend system

   The core is a digital wallet and stipend layer employers fund and members spend across services. This payments backbone is what unifies many benefits. Build it to handle eligibility, spending rules, and reporting.

2. 2

   Onboard nutrition and adjacent vendors

   Aggregate nutrition, coaching, fertility, and mental health providers into one marketplace. Vendor selection and quality control are the product. A strong, curated supply side attracts employers.

3. 3

   Sell the bundle to employers

   HR and benefits teams want fewer vendors and one stipend to administer. Pitch consolidation, member choice, and engagement. The buyer is the employer, even though members are the users.

4. 4

   Drive member engagement

   Employers renew when members actually use the benefits, so make discovery and spending easy. Engagement is the metric that justifies the contract. Design for real utilization, not just enrollment.

5. 5

   Manage the two-sided marketplace

   Balance vendor supply and employer demand, and keep the payments and compliance layer solid. Marketplaces are hard because both sides must grow together. Integration complexity is the moat and the risk.

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