FirstLine Benefits is becoming Optum® Personal Care Benefits. Click here to get the details.

Better health for your members made easy

Good health starts with good decisions. We work with you to make these healthy choices easier for your members. With our innovative programs and products that fit seamlessly into your health plans, you can improve member satisfaction while protecting their health for the long run.

Image of over the counter product assortment.

Products to enhance your health plan 

Representing the latest in health, all our products are designed to help your members make good choices. From over-the-counter and healthy food programs to curated Ready Set™ kits, you can give them access to a healthier tomorrow.

Results for you,
change for healthcare

Optum Personal Care Benefits programs help support your member retention and acquisition efforts, but our impact goes beyond our customers and even their members.

Our approach

Purposeful program designs

We make it our business to understand the diverse needs of members like yours. Through this understanding, we can help you choose the products that will best serve their health.

Seamless integration

All our products fit seamlessly into your existing health plan. We handle all the white-labeled materials, support, product curation, and program delivery through a turnkey approach that builds member trust.

Ongoing optimization

Customizable reports give you insight into how members are using your program so you can find ways to get them more engaged in their health.

We had the chance to delight our members with a COVID-19 Ready Set. The Optum Personal Care Benefits team identified meaningful products to help show members how much we care about them during this challenging time.