Humana officially kicked off the rebrand of its $8.1 billion Kindred at Home business on Tuesday, with the insurer initially focused on integrating the nation's largest home health business into its CenterWell brand in seven states.
Humana, the nation's second-largest Medicare Advantage insurer with 4.9 million enrollees, said CenterWell is the nation's largest primary care group focused on older adults. In the year since CenterWell launched, the subsidiary has grown to include more than 206 primary care clinics that serve older adults insured through a variety of Medicare Advantage, traditional Medicare, Medicaid and commercial carriers—not just Humana. The company recently hired Dr. Andy Agwunobi to head this division as president, and expects to end the year with up to 260 centers, some of which are backed through a private equity partnership.
Now, the company is working to incorporate home health into CenterWell's clinical strategy, and focusing initially on refreshing Kindred's operations in Washington, Oregon, Idaho, Nevada, Arizona, New Mexico and North Carolina.
The rebrand will span through at least 2022. Once the update is complete, CenterWell Home Health will serve patients from more than 350 locations across 38 states.
"While the CenterWell Home Health brand is new, our commitment to high-quality, compassionate care is stronger than ever," Agwunobi said in a news release. "Patients will continue receiving the personalized in-home care from the clinicians they've come to know and trust. CenterWell Home Health helps reinforce all we're doing to expand our home health capabilities to better manage the comprehensive care needs of our patients."
The hospice division of Kindred at Home will not join the CenterWell brand, the company said. Humana is reportedly seeking $3 billion for this business and is working with Goldman Sachs to find private equity buyers.