Health insurance on demand? Some are betting on it

People with health insurance often pay for coverage they never use. A startup wants to shake that up.

It’s a radical idea: On-demand insurance that lets customers buy some of their coverage only if and when they need it, similar to how TV viewers might rent a new release from Amazon instead of paying every month for a pricey cable package they rarely use.

This approach from Bind Benefits is one of the latest wrinkles in a yearslong push by companies and insurers to control costs and make patients smarter health care shoppers. And it’s drawing attention from the nation’s largest health insurer, UnitedHealthcare, and some sizeable employers.

The full Associated Press article can be viewed at this link.