Fay Joins Amazon Health Benefits Connector as First Nutrition Platform

Dietitian platform Fay has become the first nutrition care service to join Amazon's Health Benefits Connector, marking a significant expansion in how consumers can access insurance-covered nutrition counseling through the e-commerce giant's healthcare ecosystem. The strategic collaboration enables eligible Amazon customers to discover and enroll in personalized nutrition care while browsing wellness services, with Fay's platform intelligently matching individuals with registered dietitians based on their health goals, medical history, and insurance eligibility.

The partnership addresses a critical gap in healthcare awareness, as nearly one in four adults in the United States remain unaware of health benefits available through their employer or insurer. Amazon's Health Benefits Connector was specifically designed to bridge this knowledge gap, and Fay's integration brings AI-powered tools that help dietitians seamlessly accept insurance, effectively removing traditional barriers to nutrition care access.

Through the platform, users can receive ongoing access to tailored nutrition counseling, coaching, and preventive care services, often at zero out-of-pocket cost when covered by their insurance. This model transforms nutrition services from an often expensive, self-pay service into an accessible healthcare benefit that more Americans can utilize as part of their preventive care routine.

Fay's co-founder and CEO, Sammy Faycurry, positioned the partnership as a breakthrough moment for preventive healthcare delivery. He believes that nutrition is "the single most underutilized lever in preventing chronic disease" and sees the Amazon integration as a pathway to unprecedented scale. "This partnership is a major step toward making prevention the default in healthcare," he said, emphasizing how the collaboration could fundamentally shift how Americans approach nutrition as a healthcare service.

The integration represents Amazon's continued expansion into healthcare services, building on its Health Benefits Connector platform to create more touchpoints between consumers and covered healthcare services. For Fay, which has developed AI-powered infrastructure to streamline insurance billing and provider matching, the partnership provides access to Amazon's vast customer base while maintaining focus on personalized, clinician-led care.

By simplifying the journey from benefit discovery to actual care delivery, the collaboration addresses multiple friction points in the healthcare system simultaneously. Users no longer need to navigate complex insurance verification processes or search independently for in-network providers, as Fay's technology handles these administrative burdens automatically, connecting patients with appropriate dietitians who can address their specific health needs while maximizing their existing insurance coverage.

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