Just two weeks after Aetna and Apple announced they were teaming up on a health care app, news comes that Fitbit is also setting its sights on the health insurance market. The company's latest product, Fitbit Inspire, is being offered exclusively through employer-sponsored health or wellness plans.

According to Fitbit's website, “These special-release trackers are available exclusively through Fitbit corporate, wellness, health plan, and health systems partners and customers of their organizations, participants, and members.” In fact, as CNBC reports, there's no price listed, either, since the cost depends on the employer or provider—but the company claims Inspire is its cheapest device.

While Fitbit has been in the business of designing software for employer health and wellness programs, the Inspire is its first hardware rollout. Corporate users might find the Inspire appealing because of its availability as a wristband or clip and the greater discretion it provides in being more easily hidden under clothing than more conspicuous devices, CNBC says.

“We built it as a program for digital health interventions,” CEO James Park told CNBC. Park also noted that more of the company's revenue is being tied to business customers, with more than 6.8 million users enrolled in Fitbit-related wellness programs.

Both Fitbit and Apple continue to up the ante in the competition for America's wellness app loyalty. In addition to its partnership with Aetna, Apple is now offering such services as coaching and other behavioral incentives.

Another area the two companies are vying for market share? Medicare. Fitbit is already in the market of selling to seniors enrolled in private Medicare plans, while Apple is in talks with such plans about subsidizing the Apple Watch.

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Fitbit setting its focus on employer health and wellness plans

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