Philly Startup’s High-Tech Solution to Health Care Confusion

Philadelphia Business Journal

Jay Silverstein uses a supermarket analogy to describe what his new company to consumers confused by selecting their own health insurance plans.

“When you get to the cereal aisle, it’s tough to make a decision because there are so many choices,” said Silverstein, CEO of Picwell. “If you can narrow the choices to three or five, it becomes much easier.”

Picwell, a Philadelphia start-up company founded by a group of University of Pennsylvania academics specializing in health-care and behavioral economics, has developed technology to help people compare their health insurance options. Read full story here

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