Tendo surpasses one million marketplace vouchers, signaling rising adoption of price-transparent healthcare, as employers and consumers shift toward upfront pricing, bundled services, and simplified care purchasing outside traditional insurance systems.
Salt Lake City and Philadelphia – April 14, 2026
Tendo, a healthcare technology company focused on price transparency and care quality, says its Marketplace platform has surpassed one million vouchers purchased nationwide—a signal that alternative payment models in healthcare may be gaining real adoption.
The Tendo Marketplace operates as a shoppable care platform, allowing users to compare procedures, evaluate provider quality, and purchase care upfront at bundled, all-inclusive prices. The model targets a longstanding pain point in U.S. healthcare: unpredictable costs and administrative complexity.
Unlike traditional insurance workflows, the platform enables consumers and employers to bypass pre-authorizations and opaque billing. Providers, in turn, can package services into fixed-price offerings and receive more predictable payments without navigating claims denials or fragmented reimbursements.
CEO and co-founder Jennifer Goldsmith framed the milestone as evidence of broader structural change: employers are taking a more active role in managing healthcare spending, while consumers are increasingly treating medical decisions like other high-cost purchases—driven by price visibility and choice.
"One million vouchers purchased tells us something fundamental is changing," said Goldsmith. "Employers are taking ownership of how their dollars are spent, demanding quality care at a transparent and predictable cost. Consumers are making care decisions the same way they make every other major purchase with information, intention, and choice. And providers are freed from the administrative burden of pre-authorizations and claim denials, receiving timely, predictable payment for the quality care they deliver. That's a structural shift, and it's only accelerating."
User feedback cited by the company emphasizes cost savings and access. Some customers report paying significantly less for procedures like MRIs, while others highlight the ability to obtain care without relying on traditional insurance.
The growth comes amid a wider push toward employer-driven healthcare models and consumer-directed spending, where transparency tools and direct-pay options are gaining traction. Tendo’s inclusion on TIME’s 2025 list of top health tech companies adds external validation, though the long-term scalability of voucher-based care models remains an open question.
At its core, Tendo is betting that healthcare can function more like a marketplace—where price, quality, and convenience are visible upfront. Hitting the one-million mark suggests that, at least for a subset of users, that model is starting to resonate.
Learn more at Tendo.com