Oscar Health Launches Lucie Marketplace to Transform Healthcare Shopping
HEALTH & BEAUTY
Lucie Health Marketplace simplifies healthcare shopping with access to major plans and curated supplemental products.
Oscar Health has launched Lucie Health Marketplace, a new platform designed to change how Americans shop for healthcare. Lucie connects consumers and brokers to every major individual market plan and a curated menu of ancillary and supplemental products in a single storefront.
"Employer healthcare looks good on paper but fails the moment medical bills hit," said Mark Bertolini, CEO of Oscar Health. "Lucie is the first step to fixing that. Instead of being forced into a few rigid employer plans, you build your own custom bundle of affordable products for better financial protection."
The platform allows users to assemble their own coverage packages, combining health plans with pharmacy coverage, dental plans, and other products. AI-powered solutions help consumers navigate the options and shop with confidence.
Comprehensive Individual Market Access
Lucie's healthcare storefront integrates all major individual medical carriers with ancillary and supplemental providers like Aflac. Consumers can choose from a wide range of health products and price points, including medical, dental, vision, accident, and hospital care coverage.
The platform includes individual networks in almost all zip codes. The thousands of networks together form what Oscar Health describes as the broadest coverage network in the United States at individual plan prices no employer plan can match.
Employer and Employee Benefits
Lucie helps employers offer benefits at lower costs by allowing them to define their budget and fund tax-free employee wallets. The platform brings all options together in a single place where teams can choose the products they value most. This approach eliminates the need to juggle multiple point solutions or face unpredictable annual rate hikes.
Broker Efficiency
For insurance brokers, Lucie streamlines the process by instantly quoting, enrolling, and renewing products across carriers. According to research from SureCo's State of ICHRA 2025 Report, 94 percent of US workers want more insurance choices and 93 percent are satisfied after switching to the individual market. Brokers can sign clients up in minutes using the platform.
"When shopping for healthcare becomes as easy as booking a hotel, we can eliminate decades of inefficiency," Bertolini said. "If you want a value medical plan with extra hospital coverage, you choose that. If you want robust coverage for a health condition, you bundle multiple services in one plan. We are putting consumers in control so they can buy what fits their lives."
Market Context
The launch comes as healthcare costs continue to rise and more workers seek alternatives to traditional employer-sponsored coverage. Consumers increasingly expect the same transparency and choice in healthcare that they experience when buying cars, homes, and everyday products.
Lucie's platform is designed to serve millions of entrepreneurs, full-time and part-time employees, gig workers, and early retirees who want more control over their healthcare spending and coverage options.
Oscar Health is a healthcare technology company built on a full-stack platform with a focus on member experience. The company helps make high-quality and affordable care more accessible through Oscar's Individual & Family plans and ICHRA solutions, plus Oscar technology services, and now Lucie Health Marketplace. The platform aims to provide consumers with better choice, deeper engagement, and connection to high-value clinical care.
The marketplace represents Oscar Health's effort to modernize healthcare shopping by applying the same consumer-friendly approach that has transformed other industries. The platform is now available at LucieHealth.com.