CakeHealth, the online tool for managing and tracking healthcare expenses, is rolling out a completely rebuilt and redesigned version of its web app today.
The San Francisco-based CakeHealth first debuted with the aim of being “the Mint for health insurance” back in September 2011 as a finalist at TechCrunch Disrupt. CEO and founder Rebecca Woodcock came by TechCrunch TV this week to give us an update on how things have been going since then. You can watch our interview in the video embedded above to hear about what’s new in the redesign and rebuild, how health care reform could impact the company, what motivated her to start CakeHealth in the first place, and more.
According to Woodcock, the new look and feel is made first and foremost to better answer any questions users have about what actions are required by each bill they get. Surveying its users, she said, CakeHealth found that they wanted the site to answer three fundamental questions: “How much do I owe,” “How long until my insurance kicks in,” and “how much does healthcare financially impact my household.” So the new CakeHealth is made to answer those questions each time a user logs in.
CakeHealth version 2.0 also provides users with more granular controls on how to look at their data. The company has not started making money yet, but the new version is a platform that will allow it to turn on revenue-generating features, such as the ability to switch plans based on the app’s financial data (CakeHealth could collect a commission on that) and so forth.
CakeHealth, which has raised an undisclosed amount of seed funding, currently has seven full-time employees.
Woodcock did not disclose user numbers, but said that since launch the tool has become useful especially for people who are parents of young children — people who have to manage check-ups, immunizations, dentist visits, and the occasional more serious health scare too.