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Liazon has raised $18.0M across 1 funding round.
Key people at Liazon.
Liazon has raised $18.0M in total across 1 funding round.
Liazon develops and operates a private benefits exchange, offering an online store for employee benefits. Its flagship product, the Bright Choices Exchange, enables employers to manage healthcare costs using a defined contribution model while guiding employees in selecting comprehensive health, dental, vision, life, and disability benefits. The platform leverages a flexible, cloud-based infrastructure to provide robust decision-support and educational tools for benefit selection.
Ashok Subramanian co-founded Liazon in 2007 in Buffalo, New York, with the vision to transform the delivery of employee benefits. The company was conceived from an understanding of the evolving complexities in benefits administration and the need for a more personalized, efficient selection process for both employers and their workforce. This insight aimed to streamline benefit procurement in a digital environment.
The company serves numerous businesses nationwide through an extensive network of insurance broker partners. Liazon’s mission is centered on empowering employers to offer predictable benefit budgets and providing employees with guided choices for their coverage needs. It continues to focus on enhancing the array of tools and services available to clients across various market segments.
Key people at Liazon.
Liazon has raised $18.0M in total across 1 funding round.
Liazon's investors include Bessemer Venture Partners.
Liazon has raised $18.0M across 1 funding round. Most recently, it raised $18.0M Series D in April 2012.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Apr 1, 2012 | $18M Series D | — | Bessemer Venture Partners | Announced |
Liazon Corporation is a technology company that operates a leading private benefits exchange platform called Bright Choices®. It serves small and mid-sized businesses (10 to 5,000 employees) by providing an online marketplace where employers and employees can select health, dental, vision, life, and disability insurance benefits. Liazon’s platform helps employers control healthcare costs with predictable budgets while enabling employees to choose personalized coverage options. It partners with top national and regional insurance carriers and supports over 2,000 businesses across 23 states, impacting tens of thousands of individuals nationwide[1][2][3].
Founded in 2007, Liazon was co-founded by Ashok Subramanian, who envisioned shifting benefits purchasing power from companies to individuals. The idea emerged to address the inefficiencies and rising costs in traditional employee benefits markets by creating a private exchange that offers choice and transparency. Early traction came from successfully pioneering private benefits exchanges with leading insurance providers and rapidly growing its customer base to thousands of businesses[1][2].
Liazon rides the trend of digital transformation in employee benefits and healthcare, addressing the growing demand for personalized, transparent, and cost-effective benefits solutions. The timing is critical as healthcare costs continue to rise and employers seek innovative ways to manage expenses while improving employee satisfaction. Liazon’s platform leverages technology to disrupt traditional benefits purchasing, fostering competition among carriers and empowering employees with choice. This contributes to broader ecosystem shifts toward consumer-driven healthcare and benefits personalization[1][3].
Liazon is positioned to expand its market presence further by leveraging new funding (e.g., $18.2M raised recently) to serve more companies and individuals. Future trends shaping its journey include increased demand for digital benefits platforms, integration of more diverse insurance products, and enhanced data-driven decision support for employers and employees. As healthcare and benefits markets evolve, Liazon’s influence is likely to grow as a key enabler of cost control and consumer empowerment in benefits selection[1][3]. The company’s continued innovation and partnerships will be critical to maintaining leadership in this dynamic space.
