Oscar Health restructures around consumer power

Oscar Health announced a rebranding that makes it a parent company for three businesses: Oscar Insurance for individual coverage, Lucie marketplace for shopping plans, and Trove Group, a licensed insurance agency.

Lucie makes insurance shopping feel like Amazon

The new Lucie marketplace lets consumers compare and assemble plans from multiple providers, plus add-ons like vision and dental, designed to feel as intuitive as shopping online.

“It is a complete flip in a space [where] people feel pretty powerless.”

Oscar targets early retirees and gig workers

Oscar's customer base includes early retirees, small business owners, and gig workers who need individual coverage outside employer plans. The company has focused on individual buyers since its founding in 2012.

Made for Real Life campaign rejects sanitized imagery

Oscar's in-house created campaign features real members and embraces the messy reality of life rather than the polished, sterile imagery typical of health insurance ads.

Oscar plans major geographic expansion by 2029

The company announced plans to expand individual and small business coverage to 400 to 600 new counties by 2029, significantly broadening its geographic footprint.

Lucie faces challenge of separate marketing strategy

Oscar executives may need to market Lucie separately from Oscar Insurance since the marketplace's potential audience is much wider than the insurance product's current customer base.