Seattle, Washington-based EveryMove has shifted its business strategy and announced a new product that helps health plans with member engagement and behavior change, called Tandem. The company also announced its first customer for Tandem, Premera Blue Cross.

“Gone are the days of one size fits all member engagement. Consumers expect to receive relevant offers from businesses and their health plan is no different,” EveryMove CEO Russell Benaroya said in a statement. “We are marrying technology and consumer experience to build a bridge between the health plan and the consumer that will serve the needs and interests of both parties.”

Tandem personalizes the health programs that it provides users using the user’s specific preferences, demographic, and health status, but it also personalizes the incentives that users receive. The program figures out if users respond better to financial incentives, social engagement, or improving their health. It's designed particularly to help health plans better engage members who signed on via exchanges in the individual market.

Premera Blue Cross has worked with EveryMove for three years now, Premera Chief Financial Officer Kent Marquardt said in a statement. The payer will offer Tandem to its members through Vivacity, which provides Premera with wellness consulting services. Premera will initially use the offering for its small group member engagement and said it from there it will consider expanding the offering to other members.

“EveryMove has helped us innovate by bringing solutions to our members that both have a meaningful impact on health engagement but are also fun for the consumer,” Marquardt said.

A few years ago, in April 2013, EveryMove raised $3.5 million bringing the company’s total funding to at least $6.1 million. The company’s investors included BlueCross BlueShield Venture Partners, Sandbox Industries, and Blue Cross and Blue Shield of Nebraska.