Kaia Health exploded during the pandemic when telehealth services became more widely adopted by necessity. Since then, they've continued focus on digital health MSK services, but have pivoted slightly towards a "Digital-First, Human Care When Beneficial" model of care (their words, not mine) versus the traditional inverted model of telehealth where human care is emphasized, just delivered via teleconference. Like other Digital MSK providers, they appear focused on addressing pain through digital health tools (see: Sword Health, Hinge Health), and it seems like the employee benefits market is rapidly approaching a super-concentrated pool of large players. The market is definitely evolving - will an ultimate winner need to appear? Or is there space for multiple digital MSK providers targeting employers focusing on pain reduction for patients? (May 2024)