Raising the bar for healthcare: Rightway’s 2025 brand refresh.

Rightway stands at a pivotal moment in its evolution. Eight years ago, we set out to change the way healthcare works. We believed members deserved a better experience, one that was unbiased, human-led, and truly built to deliver better outcomes. We took an entrenched PBM industry head-on and built something different: the most transparent, neutral, and accountable PBM with clinician-led concierge support.

At the same time, we delivered a new kind of care navigation, pairing members with dedicated clinical teams who guide them through the confusing healthcare system while generating an outsized return on investment. As we grew from serving early adopters to some of the largest enterprises in the country, it became clear that our old identity no longer reflected who we were or where we were going.

Our rebrand was born from that inflection point.

What’s changing: Raising the bar with a capital R.

Our website, logo, and materials have a new look—modern, confident, and aligned with our direction. The most visible change is the shift to a capital “R” in the logo. This shift signals our emergence as a category leader. Over the past eight years, we’ve become the PBM of choice and trusted partner for Fortune 500 employers.

The market is more crowded, the stakes are higher, and we’ve aligned every aspect of our identity—visual, verbal, and strategic—with the company we’ve become and the company we continue to build every day. From the first pitch to the member experience, this rebrand sends a clear message back to the market: We’ve evolved, we’re leading, and we’re raising the bar for what healthcare can be.

What’s staying the same: Delivering healthcare without compromise.

Our approach, and why we’re winning, is unchanged. A member-first model continues to deliver better outcomes and lower costs through expert guidance, seamless technology, and fully aligned models. Expert-led support helps members access the highest-quality care and medications at the lowest possible cost, reducing unnecessary expenses for employers and their people.

Our neutral PBM model ensures every prescription is delivered at the lowest net cost, eliminating rebate-driven conflicts of interest, while our clinical-first pharmacy navigation proactively guides members to high-value therapies without increasing spend.

Member navigation is in our DNA—no other player comes close to touching it, especially when they try to tack on disjointed solutions. The proof is in the results: 16.1% lower pharmacy costs, a member NPS of +70, and 15% healthcare cost savings for clients.

What’s next: We’re not done raising the bar for healthcare.

It’s becoming common sense to leave the big 3, and Rightway is the clear best alternative. We started by winning big with early adopters. Meanwhile, regulation ramped up, lawsuits piled on, and costs kept climbing. But change is being driven by forward-thinking employers, not top-down government legislation.

Now we’re working with some of America’s most prominent blue-chip companies, scaling with purpose and impact. Our results prove that the conversation is shifting and the momentum is gaining velocity. We’re winning big with fast followers who have seen proof that a better way is possible.

Revenue retention stands at 113%, client retention is over 97%, and year-over-year member growth in 2025 is already more than 100%. This is just the beginning. We remain singularly focused on making sure employers can provide high-quality, affordable healthcare to every American. Our focus is unwavering: to lead the PBM space, redefine care navigation, and achieve deep market penetration with our combined offering until we’ve set a new standard for the industry.

Learn more about the rebrand here.