BeneLynk
BeneLynk is a national social care company. On behalf of Medicare Advantage and Managed Medicaid health plans, its professional advocates connect plan members with benefits and assistance programs they qualify for but may not know about, from Medicare Savings Programs and Medicaid to help with food, housing, transportation, and prescription costs. Founded in 2016 by leaders with decades of experience in managed care and government benefit programs, BeneLynk now serves members in all 50 states, Washington, D.C., and Puerto Rico, and is a recognized employer of Veterans and military spouses.
A company that had outgrown its first website
BeneLynk grew quickly after 2016. By the time we met in early 2024, the company was partnering with health plans across the country, and the website it had launched as a young company had a much bigger job to do.
It needed to speak to plan members, many of them older adults and families on fixed incomes, who arrive after a letter or a phone call and want to know exactly who is offering to help. It needed to make the case to health plan leaders comparing social care partners. And it needed to attract advocates, many of them Veterans and military spouses, to work that matters.
Lead with help
In discovery with BeneLynk's leadership, we kept coming back to a phrase from their own messaging: lead with help. Someone who gets an unexpected offer of assistance is right to be careful, so the site had to answer their first questions right away and in plain language. Who is BeneLynk? Why is my health plan working with them? What does this cost me? What happens next?
BeneLynk's leadership put the goal simply: help members learn about BeneLynk as a trusted partner of their health plans, and give the sales team a site that works for prospective clients too. We put member clarity at the center and built the health plan and careers stories around it. When a plan executive sees how members are cared for, the case for BeneLynk makes itself.
One site, three front doors
The new Webflow site opens with members' own words and a plain description of how the help works. From there it branches. How We Help walks through community resources, dual eligibility, Medicaid renewal, and Veteran support, and ends with a searchable FAQ, sorted by topic, for the questions members ask most. Health Plans presents One Lynk and its four companion solutions, each with a brochure a plan team can download and share, alongside words from plan leaders. Careers speaks directly to Veterans and military spouses and carries the company's employer awards. Leadership bios put faces to the company, and contact routing sends member questions and plan inquiries to the right people from the start.
Everything is editable by BeneLynk's marketing team without a developer.
Two years on, still growing
The site went live in October 2024. BeneLynk's team has kept building on it: co-branded pages for health plan partners, a Trust Center for plan compliance and security teams, new employer awards as they arrive, and in 2026 a campaign marking ten years of social care delivery, by which point the company was supporting more than 24 million members nationwide.
The working relationship has continued as well, and BeneLynk's marketing team keeps the site current on its own.
Trajectory Web Design has always communicated and met deliverables and timelines. I'm impressed by Trajectory Web Design's experience and design expertise.Keslie Crichton, Chief Sales Officer, BeneLynk
BeneLynk is one of several healthcare companies we’ve built websites for. See our work for Predoc and Biochromex, or read about our approach to B2B web design.
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