Progyny becomes the first women's health specialist to join Amazon's Health Benefits Connector, simplifying access to fertility and menopause care.
The partnership follows Amazon's decision to drop Progyny from its employee benefits, highlighting a shift in their business relationship.
Women's health provider Progyny is joining Amazon's Health Benefits Connector, a move that makes it the first specialist of its kind on the tech giant's platform. The partnership aims to simplify how individuals at participating employers find and enroll in fertility, family building, and menopause care.
An awkward reunion: The deal comes with a curious bit of history. The announcement arrives less than a year after Amazon dropped Progyny from its own employee benefits package, opting instead for rival Maven Clinic. The new collaboration shows Amazon still sees value in Progyny, just as a partner for its customer-facing healthcare marketplace rather than for its own workforce.
The benefits headache: Both companies are framing the partnership as a fix for the common headache of navigating corporate health plans. With nearly a quarter of U.S. adults reportedly unsure what their benefits cover, the Health Benefits Connector gives users a single place to find and activate specialized programs paid for by their employer.
The aggregator play: The deal advances Amazon's strategy to become a digital front door for healthcare, one that pulls a growing number of outside health services into its orbit. It’s another move to become the main aggregator for the industry, neatly separating the services it sells from the ones it uses for its own employees.
A tale of two partners: For Amazon, the strategy is clear: leverage its marketplace to offer customers choice while curating a different, specific vendor for its internal needs. It’s a pragmatic approach that allows the company to profit from the broader ecosystem, even from its own former suppliers. As Amazon expands its healthcare marketplace, Wall Street analysts are offering their take on Progyny's financial outlook. The partnership also lands amid a major workforce evolution, with some experts heralding the end of the physician era and the rise of APPs. Meanwhile, Amazon continues to build out its own internal employee health benefits, offering a contrasting look at its two-pronged approach to the industry.
Reading Recap:
Read the official partnership announcement
An analysis of the Amazon-Progyny dynamic
How losing Amazon as a client impacted Progyny
