Willow

Give your members the option to choose

Willow gives Medicaid plans the platform and the team to launch food benefits in weeks.

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Why plans choose Willow

Delivering bespoke benefits at scale has never been easier

Willow helps plans deliver food and HRSN benefits in ways members want to use, with compliance and operations built in.

  • Unlock choice

    Card-based benefits give working families and younger members flexibility and choice, with compliance built in.

  • Drive better outcomes

    Multi-modal outreach, AI-augmented support, and relevant incentives help members take action and improve quality outcomes.

  • Save time and money

    A modular, digital-first platform with pay-on-redemption economics helps your team save time and reduce costs.

Trusted by

  • CareOregon logo
  • Health Share of Oregon logo
  • PacificSource logo
  • Columbia Pacific CCO logo
  • Yamhill Community Care logo
  • CareOregon logo
  • Health Share of Oregon logo
  • PacificSource logo
  • Columbia Pacific CCO logo
  • Yamhill Community Care logo
  • CareOregon logo
  • Health Share of Oregon logo
  • PacificSource logo
  • Columbia Pacific CCO logo
  • Yamhill Community Care logo

Comparison

Why members and plans prefer Willow.

Most food benefit options were built for procurement, not for members. Here is how Willow compares to the alternatives plans typically evaluate.

Willow

Member choice
Full grocery + retailer choice
Cultural + household fit
Member shops their own staples
Plan operational lift
Willow operates day-to-day
Operational stack
Modern, API-first platform
Reporting visibility
Member-level, real time
Compliance + audit
HIPAA · SOC 2 · PCI · BAA-ready
Time to launch
Weeks

Gift cards

Member choice
Single retailer
Cultural + household fit
Depends on which retailer
Plan operational lift
Plan distributes + tracks
Operational stack
Manual + spreadsheets
Reporting visibility
Limited issuer reporting
Compliance + audit
Varies by issuer
Time to launch
Weeks

Food boxes

Member choice
Pre-set contents
Cultural + household fit
Pre-set boxes, no cultural fit
Plan operational lift
Plan manages shipping ops
Operational stack
Manual + spreadsheets
Reporting visibility
Box tracking only
Compliance + audit
Varies by vendor
Time to launch
Months

Meal delivery

Member choice
Pre-set menu
Cultural + household fit
Fixed menu, no preferences
Plan operational lift
Plan manages logistics
Operational stack
Manual + spreadsheets
Reporting visibility
Order data only
Compliance + audit
Varies by vendor
Time to launch
Months

FAQ

Plan team questions we hear often.

  • Willow is built for the security and compliance environments health plans live in. We support HIPAA workflows, can execute a business associate agreement, maintain SOC 2 Type II and PCI DSS alignment, and map controls to NIST 800-53 plan security baselines. Security questionnaires and architecture review are available under NDA on request.

See Willow in a demo.

In 30 minutes we'll walk your team through implementation timeline, member experience, integration approach, and how the numbers might pencil for your population.