The health insurance industry faces revolutionary change. eHealth is moving healthcare down the acuity curve, personalising treatment and bringing a new generation of wellness treatments online through mHealth apps. This, in turn, creates data, data that insurers are eager to get their hands on. They increasingly are, by creating their own bespoke apps or partnering with aggregators or popular wellness apps. But, adapting their business models to the data-driven economy, is moving insurers from a passive to an active role in people’s health, and raising tensions with consumer interests.