Wellx Case Study: Hustle and Smile

The case follows a team of young entrepreneurs – one of them an INSEAD MBA – looking to solve the problem of simplifying access to health insurance in the Middle East, particularly the UAE. In a region where awareness of the importance of healthy lifestyles is only just emerging, their startup – Wellx – is looking to find triggers and incentive structures to work on the prevention (rather than treatment) of chronic diseases such as diabetes. Will they manage to raise seed funding around their model? Will they be able to generate revenue – maybe even turn a profit?

The case aims to educate students by - 1. Presenting the challenges when operating in a nascent entrepreneurial ecosystem. 2. Raising awareness of the healthcare system in the Middle East (MENA region) 3. Highlighting the challenges when starting a new business as a first-time founder –when to pivot or stay the course, whether to expand regionally or stay domestic