Aetna Launches Digital-First Onboarding for 2026 Members
Published: 19 Feb 2026
Author: Precedence Research
Health insurance company Aetna, a subsidiary of CVS Health has announced the launch of a new progressive, entirely digital onboarding process. This is a part of its welcome season for 2026 members. The digital experience is intended to provide seamless and simplified process to help approximately four million members during the open enrolment period this coming year. This process will help members find the right benefit plan which suits their needs.
The new digital experience takes the traditional benefits onboarding process and provides it through digital channels. This process helps to reduce the number of steps and makes information easier to access. Previously, due to the use of paper and the internet portal to sign onto the benefits pages, members would be required to complete a number of steps in order to find out about their key benefit details. The new digital communication platform will allow members to receive their important benefit information via digital messaging, assisting them through their plan components, coverage choices and supporting resources.
A key element to this launch is the use of Rich Communication Services(RCS) messaging, which allows for the use of advanced two way communication for text messages. This way, members can view the content of the text message, including buttons and hyperlinks, and receive guided assistance within the same standard text message. This technology eliminates the hassle of downloading an application or clicking multiple links, which leads to improved member engagement.
Aetna intends to expand the use of these digital tools in other areas through 2026. Areas of expansion will include discharge planning after patient hospitalization and support for chronic conditions. This is expected to enable integration of digital navigation through care support services.
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