Wellabe Partners with Instacart to Offer Fresh Funds as Part of its Rewards Program to Help Members Eat Well and Live Better

Following a successful 2025 pilot, Wellabe looks to grow program to 100,000 participants in 2026

San Francisco and Des Moines, IA. - April 30, 2026 - Wellabe, a trusted leader in supplemental health insurance, recently announced the expansion of its partnership with Instacart (NASDAQ: CART), the leading grocery technology company in North America. 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% 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 & Innovation 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."

Instacart shares Wellabe's belief that access to food is access to health. "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."

By embedding Fresh Funds into its rewards program strategy, Wellabe is reinforcing positive health behaviors while addressing one of the most fundamental drivers of long-term well-being: what people eat every day. As the healthcare industry looks for practical, high-impact ways to drive preventive care participation and improve the member experience, Wellabe's approach offers a model for meeting members where they are - at home, around the table.

About Wellabe

Let's do more, worry less, and make every day better. Since 1929, we have provided insurance solutions to help our customers protect their health and financial well-being. Every day we show we care through our shared values and doing what's right. We'll always be here helping people be well so they can prepare for tomorrow and live better today. Learn more at wellabe.com.

About Instacart

Instacart is a leading grocery technology company that partners with more than 2,200 retail banners - representing nearly 100,000 stores - to transform how people shop for the groceries they need from the retailers they trust, while creating flexible earning opportunities for shoppers. Through the Instacart Marketplace, Instacart Enterprise platform, and Instacart Ads ecosystem, the company powers ecommerce, fulfillment, in-store technology, AI offerings, and advertising for partners. For more information, visit www.instacart.com/company. Maplebear Inc. is the registered corporate name of Instacart.