Should Americans earn rewards for good health and fitness practices, just as they earn free miles for frequent flying and discounts for safe driving? That’s the promise of EveryMove, a Seattle startup that today is announcing $2.6 million in financing from Premera Blue Cross, Blue Cross and Blue Shield of Nebraska, BlueCross BlueShield Venture Partners and host of Seattle angel investors.

Led by entrepreneurs Marcelo Calbucci and Russell Benaroya, EveryMove has yet to publicly launch its service. (Benaroya tells us that a launch will occur in Washington state this summer). However, the company has already signed on Premera and Blue Shield of Nebraska as customers.

Adding BlueCross BlueShied Venture Partners, a venture fund operated by Sandbox Industries, is a huge coup for EveryMove since the health care provider represents 100 million individuals in the U.S.


“It is a great business development opportunity, and coupled with their strategic investment, we are super excited,” said Benaroya.

A TechStars Seattle grad, Benaroya said that EveryMove is trying to put “the consumer at the center of their health,” giving them power to control how their activities translate into economic rewards. Participants could earn rewards, for example, for riding a bike to work or eating healthier food at lunchtime.

We’ve certainly seen a number of companies operating in this so-called Health 2.0 space, from Limeade to Mindbloom to Habit Labs to Keas. San Francisco startup Keas, led by former Microsoft and Google exec Adam Bosworth, scored $6.5 million from Ignition Partners and others last year.

Benaroya said that EveryMove is different, working directly with health plans to ensure individuals are rewarded for their healthy actions.

“Surprisingly, it is not that crowded,” Benaroya tells GeekWire. “It is more crowded in the enterprise space, in the employer wellness space. It is not really that crowded when you think about delivering a service for the consumer, regardless of where they work of who their insurance plan is. Given portability of information to an individual is fairly unique.”

Benaroya said that the company is looking to “build a bridge” between one’s lifestyle activities — exercise and diet for example — and out-of-pocket health care costs.

EveryMove employs seven people, and is currently look to ramp up with its new funding in place. We previously reported on the company’s $375,000 angel round, which is included in the $2.6 million being announced today. Angels backing the company include Founders Co-op, Summit Capital, Jonathan Sposato, Geoff Entress, Matt Shobe, William Lohse, Andy Liu, Ken Kuntz and Josh Hug. [Editor’s note: Jonathan Sposato is an investor in GeekWire].

Here’s Benaroya pitching EveryMove at the TechStars’ Demo Day last summer.

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  • Marcelo Calbucci

    Thanks for covering our funding John. We have worked hard to get to this point and we have a lot of good work ahead of us. If anyone is interested check our jobs page…

  • shivaas

    Way to go guys – you guys are gonna rock this space!! This is an amazing team to lookout for.

  • Frank Paterra

    Congrats guys!

  • Kyle Kesterson

    Huge news! EveryMove has all the right pieces to be a major success and I wish them the best.

  • Peter Chee

    Congrats Russell and Marcelo! Can’t wait to see what you guys create. I’m totally into quantified self and love looking personal health data. I hope you guys crush it.

  • Tom Lianza

    Congratulations Marcelo!  

  • Barnaby Dorfman

    Congrats Marcelo!!!

  • Danielle Huston

    As someone who works in the space of employee benefits and wellness, I am really excited to see what this will look like! 

  • Spencer Rascoff

    Congratulations to the everymove guys. I’ve been impressed with their passion since I first met them. Good luck on the next stage of building the business.

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