RAPID Repositioning Transforms Payer into Data Broker and Increases Exit Value by 20x
FAST FACTS
Industry:
Healthcare – Third-Party Payer and Claims Processing
Specialty:
Payer data normalization, analytics, and multi-plan insight delivery
Solution:
Strategic repositioning and platform rebuild to enable data monetization
Users:
Employers, benefit consultants, health plans, data buyers, and analysts
ABOUT THE PROJECT
A long-standing third-party payer (TPP) in the healthcare ecosystem had built its business managing claims data across multiple employer-sponsored plans. But it had reached a ceiling. Revenue was flat. Buyers weren’t interested. And the business was trapped in a commoditized role.
PROJECT IDEA
- Transform the client’s identity from service vendor to strategic data asset owner.
- Rebuild the platform to support secure data ingestion, normalization, and resale—at scale.
- Position the company as a differentiated insights provider, not just a claims processor.
PROJECT CHALLENGES
- Commoditized Identity: The business was seen as a generic service provider in a low-margin segment—despite unique data access.
- No Data Monetization Strategy: Though the firm managed large volumes of multi-plan claims, it had no way to unify, normalize, or monetize it.
- Tech Debt & Rigid Systems: Legacy platforms couldn’t handle real-time analytics or buyer-driven segmentation.
- Stalled Exit Conversations: Potential buyers saw operational value, but not strategic upside—limiting offers to low multiples.
RESULTS
- Full repositioning from TPP to healthcare data broker.
- Developed a secure, API-driven platform to manage ingestion, enrichment, and data product creation.
- Created new revenue streams and value models targeting benefit consultants, brokers, and data buyers.
- Achieved a 20x increase in acquisition valuation by unlocking the strategic value of the data asset.
BUSINESS CHALLENGES
The company sat on one of the most underutilized assets in healthcare: clean, longitudinal claims data across multiple third-party plans. But no one saw it that way. Internally, they were focused on compliance, SLAs, and file formats. To the market, they were a processing utility—replaceable and undifferentiated.
Initial interest from acquirers was tepid. Strategic buyers passed. Private equity valued it like a BPO. Leadership needed a radical reframing—and the systems to back it up. They didn’t need a deck. They needed a transformation. That’s when they turned to Cognativ.
WHY HEALTH DATA COMPANIES TRUST COGNATIV?
Cognativ helps healthtech and data-rich companies unlock the value of the assets they already manage. Whether you're trapped in vendor positioning or scaling a newly realized data advantage, our RAPID and SmartSaaS™ frameworks turn operations into product—and product into strategic value. We’ve helped payers, providers, and benefits firms reposition for higher multiples, stronger growth, and new category leadership.
COMMODITIZED IDENTITY
The business was classified as a claims utility—blocking interest from strategic or data buyers.
NO DATA MONETIZATION STRATEGY
The firm processed huge volumes of data but had no architecture to make it analyzable, sellable, or productized.
TECH DEBT AND RIGID SYSTEMS
Custom scripts and static ETL pipelines made onboarding new clients—and extracting insights—painful.
STALLED EXIT CONVERSATIONS
Every acquirer saw a processor, not a platform. Offers reflected margin risk—not growth potential.
FRAGMENTED DATA MODEL
Each client’s data came in different structures, with no consistent ontology—limiting comparative analytics.
MISSED OPPORTUNITIES
Employers and brokers wanted plan-agnostic benchmarks and insights—the client couldn’t deliver.
THE SOLUTION
Cognativ deployed its RAPID methodology to rebuild the company’s offering—from product design to go-to-market positioning.
- Phase 1: Worked directly with the executive team to reframe the core asset: cross-plan, de-identified claims data with longitudinal attributes. Conducted a market scan to understand what benefit consultants, providers, and data aggregators would pay for.
- Phase 2: Rebuilt the tech stack with Cognativ’s SmartSaaS architecture, adding a normalized ingestion layer, a privacy-focused data mart with queryable APIs, and tailored dashboards for brokers and buyers.
- Architecture: Modular, composable, and API-native. The platform included role-based access, HIPAA-compliant logging, and self-service views for buyer segments.
HOW RAPID WAS USED...
"“We didn’t add a feature—we created a category shift. RAPID gave us the structure to reposition the business and deliver the systems that made the story real.” "
– Ali Davachi, Cognativ Founder
What is the RAPID Framework?
RAPID —Research, Analyze, Plan, Implement, Decide— is Cognativ’s transformation framework, designed for high-stakes strategic shifts. Featured in RAPID Transformation: An Outcomes-Based Approach to Drive Results, it’s trusted by CEOs, boards, and investors to create fast, credible execution behind high-value pivots.
RESULTS OBTAINED
Cognativ was brought in to reimagine the business—shifting it from a transaction processor into a modern healthcare data broker. Using the RAPID transformation framework, Cognativ rebuilt the company’s tech platform, product positioning, and go-to-market strategy. The result: the client became a premium source of normalized, plan-agnostic healthcare data. Within 18 months, the company exited at a valuation nearly 20x higher than initial interest.
Exit Value Increase
The business shifted from a utility multiple to a strategic data valuation, transforming buyer appetite.
Architecture
The client now operates as a platform—not just a processor—with future optionality across new markets.
Platform Business Model
Built productized data access tiers and launched insights offerings that served buyers, not just clients.
Market Repositioning
Messaging, go-to-market, and investor narrative were aligned within 60 days—driving inbound interest.
IMMEDIATE BENEFITS
- Stronger Client Retention: HR teams saw better engagement and renewed contracts confidently.
- Faster Sales Cycles: Digital demos and integration options made new client onboarding smoother.
- Operational Efficiency: Manual intake and call center load decreased significantly.
- Brand Refresh: The new platform modernized public perception—making the offering competitive again.
ONGOING BENEFITS
- Higher Buyer Interest: The new value proposition attracted strategic suitors and late-stage investors.
- New Revenue Channels: The company launched insight packages and benchmark subscriptions.
- Better Tech Leverage: Teams could onboard new clients, launch reports, and service buyers faster.
- Board Alignment: Clear metrics, roadmap, and positioning created executive momentum and belief.