“The Name May Be ‘Neue’ but Their Problems are Old”: Will Bright Health’s Rebrand Save It?

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Insurtech Bright Health Group, introduced in 2015, aimed to disrupt the insurance industry with technology and raised $2.4 billion, but experienced a massive loss of $462.8 million, resulting in liquidation of the insurance business. It shifted focus to value-based consumer care with the NeueHealth brand, based in Doral, Florida. Industry experts doubt the company’s future, due to its heavy debt and rebranding to NeueHealth. However, the company’s president, Mike Mikan, remains optimistic about the company’s future, citing its success in the shift to value-based care. Experts predict potential bankruptcy or acquisition for NeueHealth, even with its shift in focus.

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