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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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