Health Insurer Anthem To Rebrand Company As ‘Elevance Health’ – Forbes

Shown in this picture is an Anthem Blue Cross and Blue Shield building, in St. Louis, Missouri on … [+] NOVEMBER 02, 2012. (Photo By Raymond Boyd/Michael Ochs Archives/Getty Images)

Getty Images

Anthem intends to become Elevance Health, Inc. in a major rebranding designed to focus the company on “whole health” of customers and patients, the health insurer said Thursday.

Anthem, which operates an array of government and commercial health insurance including Blue Cross and Blue Shield plans in 14 states, is the nation’s second-largest provider of health benefits behind UnitedHealth Group’s UnitedHealthcare. The Blue Cross Blue Shield health plan names will not change, but Anthem does expect “to streamline the number of other brands in the market to reduce complexities and improve consumer experiences,” the company said Thursday in announcing what it called an “intent for corporate rebranding.”

The rebranding, which will be the company’s second in less than a decade, will need shareholder approval, Anthem said Thursday in announcing the plan, which the company’s chief executive said is being done to reflect the company’s changing businesses and operations.

“Improving health means more than just treating what ails us. We must address whole health and the physical, behavioral, and social drivers that impact it,” Anthem President and chief executive officer Gail Boudreaux said. “As Elevance Health, we will continue to work toward a healthcare system that better serves the needs of our consumers, care providers, communities, partners, and associates.”

It’s not the first time the company has changed its name. Less than a decade ago, the company was known as Wellpoint before changing the name to Anthem in 2014. At that time, company CEO Joe Swedish, who preceded Boudreaux as the top executive, said the name change was designed to “help us better communicate our values and simplify the way we connect with our associates, consumers, investors, and the communities we call home.”

But Boudreaux said “Elevance Health represents who we are today.”

“Powered by industry-leading capabilities and a digital platform for health, Elevance Health’s companies will serve people across the entire care journey, connecting them to the care, support, and resources they need to lead healthy lives,”Boudreaux said. “By simplifying every step and making health more equitable and accessible, Elevance Health will remain committed to helping everyone reach their full potential.”

Anthem didn’t say when the change would take place or how much it would cost. The date for the shareholders vote wasn’t provided in Thursday’s announcement.

But given Anthem’s size and reach, the effort will be a large undertaking. Anthem has more than 90,000 employees and serves nearly 600 national employers, the company said.