Well-Being Plus and Custom Well-Being are reward layers for self-funded groups, and the design work belongs to the employer.
Blue Cross says self-funded customers can enhance the included Well-Being program through Well-Being Plus or Custom Well-Being reward programs. Blue Cross’s public employer pages give few details beyond that, so the real terms come from the carrier.
What the program is and what members do.
Rewards on top of the base platform
The base Blue Cross Well-Being program is a set of tools: assessment, courses, trackers and coaching. Blue Cross describes Well-Being Plus and Custom Well-Being as reward programs that sit on top of it. Members earn something for taking part, with the reward structure set by the program chosen.
Two routes: standard and custom
The names suggest a standard package and a configurable one, but Blue Cross’s employer page does not publish activity lists, reward amounts or timelines for either. We would not describe the content of either option to employees until Blue Cross provides the program documents in writing. The distinction between them is the first thing to ask about.
What members would do
Members would use the same Blue Cross Well-Being platform, which Blue Cross says is provided with Personify Health, to take the health assessment, track activity and complete activities. The reward programs would pay for qualifying actions. The specific actions and rewards depend on the option the employer selects.
Eligibility, funding and plan design.
Who can use it
Blue Cross says the option is for self-funded customers. Its employer page does not describe a path for fully insured groups. A fully insured group that wants rewards should ask Blue Cross what, if anything, is available, or consider a separate vendor.
How it is funded
Self-funded employers pay claims directly, so reward dollars and any administrative fees come from the employer’s own plan or budget. Blue Cross does not publish pricing on the pages we reviewed. Ask for fees and the source of the reward money in writing.
Where it fits in a plan design
Rewards are a lever, not a strategy. They work when they are paired with a clear goal, such as higher assessment completion or preventive screening, and a budget that can sustain the cost. Michigan law, MCL 500.3426, lets insurers offer premium rebates for employer wellness programs that show results, capped at 30%, or 50% for tobacco cessation. That is a separate mechanism from member rewards.
What to settle before relying on it.
What is the difference between Plus and Custom?
Ask for a side-by-side showing activities, reward values, timelines, eligibility for spouses, vendor fees and reporting. Without that, an employer cannot judge whether the custom option is worth the added complexity.
Who bears the compliance risk?
Incentives tied to health outcomes fall under HIPAA and ACA wellness rules and may raise ADA and GINA questions. Ask whether Blue Cross provides notices and alternative standards, and have employment counsel review the design. Carrier materials do not replace the employer’s own legal review.
How will we know it worked?
Ask what participation and outcome data the employer receives and how often. If the goal is to support a Michigan premium rebate or a renewal conversation, results need to be measurable, so agree on the metrics before launch.
Common questions about this program.
Can a fully insured group buy Well-Being Plus?
Blue Cross’s employer page says self-funded customers can add these programs and does not describe the same option for fully insured groups. Ask the representative directly. The answer may depend on the plan and group size.
Are wellness rewards taxable to employees?
Tax treatment depends on the form of the reward, such as cash, gift cards or plan-design changes. Ask the tax advisor and employment counsel before choosing a reward type. Carrier pages do not settle the question.
Do these programs require employees to share health data?
The base program includes a health assessment, and rewards may be tied to completing it or other activities. Programs that collect health data can raise ADA and GINA questions. Have employment counsel review what is collected and how it is used.
Programs and vendors named on this page
Official pages for the services mentioned above. Availability, cost and eligibility vary by plan and employer group, so confirm what applies to your group with the carrier.
Where these details come from.
This page summarizes what Blue Cross Blue Shield of Michigan publishes. Programs change, so confirm current details with the carrier before relying on them.
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