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AHIP Unveils Refreshed Brand, Updated Mission to Improve Health Care for All Americans

Press Release

Published Jun 1, 2021 • by AHIP

WASHINGTON, D.C. – America’s Health Insurance Plans (AHIP), today announced a refreshed brand and updated mission that better aligns with its work, goals, and commitments. Moving forward, the industry trade association will go simply by AHIP. The organization has also unveiled a new logo, conveying a more modern, more inclusive and even more active AHIP, along with a new tagline: Guiding Greater Health. AHIP believes that health insurance providers play a critical role in making health care better and coverage more affordable and accessible for everyone. Its new mission and brand reflect AHIP’s commitment to innovation, solutions, equity and delivering results for every patient in every community.

We are champions of care, guiding greater health. That’s our mission and it is central to the work that health insurance providers do every day. After a year filled with unprecedented challenges and loss, and at a time when reliable health coverage has never been more important, AHIP is aligning our brand with our mission, our work and the communities we serve,” said Matt Eyles, AHIP president and CEO. “Today, we’re not just changing how we describe our work, but how people think about the role of health insurance providers in their lives, from making coverage and care more affordable to breaking down barriers to good health. This will help us create more impact with the work we do.

AHIP’s new brand also illustrates the organization’s renewed focus on collaboration. More than an advocate for health insurance providers, AHIP is an advocate for every American, ensuring that their health needs are met—from mental health to physical health, emergency care to chronic health conditions. That means working together across health care with partners from the free market and government to improve care and coverage for every American.

AHIP’s new mission statement:

We are champions of care.
Health insurance providers, working together as one.
Making health care better and coverage more affordable
for every American.
Listening. And guiding the conversation on care.
We are advancing mental and physical health.
Always improving how and where we help others.
Harnessing the power of our collective expertise.
Turning healthy insights into helpful innovations.
All for the greater good.
So everyone can thrive in good health.
That’s what care does.

Guiding Greater Health

AHIP was formed in 2003 by the merger of the Health Insurance Association of America and the American Association of Health Plans, making this the association’s first brand change in nearly two decades. AHIP notes that with so much changing in health care, this was a good moment to reflect where the industry, health care and the country are headed.

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About AHIP

AHIP is the national association whose members provide health care coverage, services, and solutions to hundreds of millions of Americans every day. We are committed to market-based solutions and public-private partnerships that make health care better and coverage more affordable and accessible for everyone. Visit to learn how working together, we are Guiding Greater Health.