Embedding Superpower in Employer Benefits

This partnership matters because it shifts Superpower from selling one subscription at a time to being slotted inside an employer health budget. Instead of convincing each consumer to spend $199 out of pocket, Superpower can be offered through Thatch at $179 annually using pre tax dollars, which makes the purchase feel cheaper to employees and lets one employer decision unlock many members at once.

• Thatch is built around ICHRA, an employer funded allowance employees can use on insurance and approved health services. That means Superpower can sit next to core health benefits rather than compete only with other wellness subscriptions on a consumer's credit card.
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• This also changes acquisition math. Superpower's core model relies on digital marketing and influencers, while employer distribution can bring in whole groups through a single benefits setup. Similar enterprise moves show up across Function, Hone, and other health platforms chasing lower CAC and more predictable recurring revenue.
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• The bigger prize is budget size. U.S. private health insurance spending reached $1.64T in 2024, and private businesses funded $967.4B of health spending, much of it through employer coverage. Winning even a small place inside that flow is larger than the out of pocket wellness market Superpower started in.
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Going forward, preventative testing platforms will increasingly compete on benefits distribution as much as product design. If Superpower can prove that lab testing and follow up coaching help employers manage claims, absenteeism, and retention, employer enrollment can become a durable growth engine and push the category closer to mainstream health coverage.