Anthem Unveils Corporate Rebrand as Elevance Health

Anthem on Thursday announced a corporate rebrand, with the company planning to now operate as Elevance Health, a portmanteau of “elevate” and “advance.”

The update is pending shareholder approval, according to the announcement. Anthem’s individual Blue Cross Blue Shield will continue to operate as such as the brand resonates strongly with members in those markets, the insurer said.

While the individual plans will maintain their existing brands, Anthem said it does intend to reduce the number of brands it operates overall to reduce complexity and enhance the member experience.

Source: https://www.fiercehealthcare.com/payers/anthem-unveils-corporate-rebrand-elevance-health