MN Health Tech Startup Gravie Partners With Target Corp.


GravieMinneapolis startup Gravie and Target are in the pilot stage of a partnership aimed at bringing healthcare resources front and center to the retail masses.

Gravie stepped foot into three local stores late last week — Minneapolis (Lake St.), Apple Valley and Plymouth — to meet and greet shoppers curious about healthcare insurance coverage.


“We are in the business of giving advice centered around healthcare and over time we intend for that to become as medium agnostic as possible,” Gravie Cofounder Abir Sen says of the development.

“Consider this our entry to the ‘in person’ side of things.”

With two staffing a booth and a third representative in a separate private space, Sen explains how Gravie and Target are testing the waters for demand from casual customers seeking general advice about all things healthcare.  New ACA law dictates that most Americans will have until February 15th to qualify for open enrollment via marketplace coverage.

VC-backed Gravie launched in late 2013 by Sen, Jill Prevost and Marek Ciolko to help employers and employees shifting from group-based insurance to individual insurance choose, buy and manage through their online marketplace platform.

Target maintains approximatey 1,800 stores nationwide.

“Obviously there’s the potential to scale this piece of the model out,” Sen says. “There’s a reason we’ve partnered with Target.”



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