EveryMove nabs $3.5M, launches for Android

By: Jonah Comstock | Apr 5, 2013        

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EveryMoveSeattle-based EveryMove, a startup that uses rewards to incentivize health and fitness behaviors, announced an additional $3.5 million in funding and an Android version of its mobile app, which launched for iOS in October.

The funding comes from existing investors BlueCross BlueShield Venture Partners, Sandbox Industries, and Blue Cross and Blue Shield of Nebraska. With their previous $2.6 million in first round funding, this brings their total funding to $6.1 million. According to CEO Russell Benaroya in a statement, the company will use the funding to expand its national marketing presence and marketing activities.

The Android app, available in the Google Play Store for free download, was frequently requested by EveryMove’s user base, according to the company’s blog. Like the existing iPhone app, it allows users to enter and track physical activities, review and comment on friends’ activities, and monitor progress toward rewards.

It also connects with other fitness apps, via various partnerships EveryMove has announced. Over the last month, the company has announced integration with fitness apps MyFitnessPal and Endomondo, as well as gym equipment maker Precor. At launch last October, the platform already integrated with RunKeeper, foursquare, and BodyMedia. Recently added rewards partners include Blue Nile, Cabela’s, Hotel Monaco and ESPN.

Benaroya told MobiHealthNews in an email that the company, a TechStars graduate, has generated $500,000 in revenue since launching and is signing on 15,000 new users per month on average.

When we wrote about EveryMove prior to launch, we described them as an employee wellness program that would be sold to companies and health plans. Despite an investor roster filled with health plans, though, EveryMove offers its apps and platform directly to consumers.

“Companies are beginning to hold employees accountable for their personal health in order to manage corporate healthcare costs,” Benaroya said in a statement. “Programs like EveryMove actually engage people to achieve better health by rewarding them for their healthy activities but letting them do it on their terms, not something dictated by an employer, a health plan or the government.”

But EveryMove still has its eye on employers and health plans as a channel to drive engagement. According to the FAQ on EveryMove’s website, the company asks for employer and insurance information when users sign up, and partners with companies and insurers to offer their employees or members exclusive rewards through the platform. In effect, EveryMove appears to be an employee wellness program with a back-door strategy: Courting consumers first and bringing in their employers and health plans in, once there’s a substantial user base.