Instacart scaling up fresh funds partnership
Instacart scaling up fresh funds partnership
Wellabe, a trusted leader in supplemental health insurance, recently expanded its partnership with Instacart. Leveraging Instacart Health Fresh Funds for Wellabe’s optional grocery rewards program, Wellabe is bringing meaningful, everyday value to more of the members it serves. Following a successful 2025 pilot that engaged more than 1,000 members and quickly became one of the most popular offers within Wellabe Rewards, the company is scaling the program to reach up to 100,000 members in 2026.
The program gives Wellabe members a practical way to be rewarded for taking care of their health. Members earn points they can redeem for digital grocery stipends, called Fresh Funds. Fresh Funds stipends can be redeemed at retailers across the Instacart platform, giving members the freedom to shop for fresh produce, lean proteins and everyday essentials from nearly 100,000 stores across North America, with the convenience and independence offered by same-day delivery or pickup. The reward can be earned by completing healthy activities, such as preventive screenings, wellness visits, or other approved health actions.
The 2025 pilot demonstrated that when members are given a meaningful, flexible incentive they engage:
- Nearly 70 percent of every order consisted of fresh foods, including fruits, vegetables, proteins, whole grains or other nutrient-dense staples
- Fresh Funds ranked as the most popular reward option, alongside gym memberships
"We're always looking for meaningful ways to support our members beyond traditional coverage," said Susan Kelly, assistant vice president of customer engagement and inovation at Wellabe. "The response to Instacart Health Fresh Funds during our pilot was incredibly positive. Expanding this program is how we continue to show up for our members — rewarding healthy actions while helping connect them to fresh, nutritious food."
"Seniors deserve the ease of access to nutritious food – but too often, barriers like transportation, mobility, or distance from a grocery store stand in the way," said Sarah Mastrorocco, vice president and general manager of Instacart Health. "Fresh Funds is designed to help close that gap. By partnering with health-focused organizations like Wellabe, we're able to help members turn everyday healthy actions into real, tangible access to the fresh food they need, delivered from the grocers they already know and trust."