HARTFORD — Aetna has introduced an industry leading, fully-digital benefits onboarding experience for four million members during the 2026 welcome season. This technology-enabled offering provides easier navigation and self-service for members by leveraging digital and Rich Communication Services [“RCS”] enabled text messaging channels to access the information, resources and support they need at the start of the plan year.
“Annual benefits onboarding is an important and personal time for our members and their families. It’s often the first experience with Aetna and we want to support them with the information they need at the right time and in the right channel,” said Nathan Frank, senior vice president and chief digital and technology officer at Aetna. “Aetna’s industry-leading, digital onboarding is one of many innovations that we are implementing this year. I’m excited to see our technology enabled solutions make health care easier to navigate.”
In addition to the digital onboarding, Aetna has also started to roll-out a first-to-market, enhanced messaging capability for select members with plans to scale this RCS technology throughout the year. By transforming from basic, SMS text messaging to a simplified, RCS interactive experience, the member can access what they need within the text chain, reducing click-throughs and avoiding mandatory downloads. These benefits have led to more than an 80% increase in overall member engagement and 26% reduction in opt-out rates for all RCS supported member engagement.
Looking ahead in 2026, Aetna will continue to extend its enhanced messaging capabilities across the member health care journey. Some other areas for expansion are included below.
- Member discharge and recovery: Helping members make a healthy transition from the hospital and return home from the hospital or make the transition into a skilled nursing facility is a priority. In 2025, Aetna expanded its Aetna Clinical Collaboration care model which provides personalized, in-person connection. Later this year, an RCS driven, enhanced messaging option for member discharge and recovery will be rolled out to provide a simpler, digital alternative based on the patient’s channel preferences.
- Chronic condition management: Building on Aetna Care Paths, the first-to-market, digital care option available in the Aetna Health app, Aetna will also integrate RCS’s enhanced messaging throughout the digital experience with a focus on helping to manage chronic conditions and achieve better health outcomes.
