Lincoln Financial Group partners with insurance technology leader to launch Concierge Care Coordination site

16 March 2022

RADNOR, Pa., March 16, 2022 – Lincoln Financial Group (NYSE:LNC) today announced the launch of a new Lincoln Concierge Care Coordination service aimed at addressing the concerns of the 93% of survey respondents who agree that planning for care ahead of time would make transitions to long-term care less stressful1. The platform was developed in conjunction with The Helper Bees, an insurtech company delivering solutions that allow older adults to successfully age in place.

The new Lincoln Concierge Care Coordination site will provide up‐to‐date, relevant content and tools to policyholders with long-term care benefits, helping them plan for and support healthy aging, including assistance in finding in-home care providers. Policyholders will also be able to self‐initiate access to The Helper Bees Care Concierge specialists who work with the policyholder, and their family, to develop personalized action plans that empower the policyholder to remain safe and retain their independence leading up to and during a long-term care event. 

One of the best ways we can support our customers is by helping to guide them, and their families, in how to plan for the impacts of a long-term care event,” said Heather Deichler, senior vice president, MoneyGuard Business Management. We believe the launch of Lincoln Concierge Care Coordination, in conjunction with Lincoln’s industry-leading long-term care products, will greatly assist policyholders and their families in navigating the process of planning for and finding care, as well as understanding what resources are available to them. By offering these services to our customers before they need long-term care we hope it will help them age in place and lead stronger, healthier lives.”

Policyholders and their loved ones can use Lincoln Concierge Care Coordination to simplify the process of arranging long-term care services. In addition, The Helper Bees Care Care Concierge specialists can help an insured coordinate home safety assessments, meal delivery services, local support groups, medication management or transportation services.

We are grateful to be working with Lincoln Financial as they continue to lead the charge in meeting customers’ needs,” said Char Hu, CEO and founder of The Helper Bees. The goal of our partnership is to launch an industry-leading pre- and on-claims wellness program. The Helper Bees’ program both improves the personalization of the Concierge Care Coordination service and gives Lincoln’s long-term care policyholders direct access to the care, services and resources that truly empower and support independent aging for as long as possible. We do this through a unique combination of people and technology, rooted in data and driven by actionable insights.”

Access to the site will be granted to policyholders with long-term care benefits at policy issue and will be accessed solely through the policy details login. This gives policyholders simplified, secure access through a single sign-on approach.

Lincoln is committed to investing in data, tools and technologies that enhance the customer experience and meet the customer where they want to be met. Other recent examples of customer-centric innovation include the launch of an enhanced digital claims experience, expansion of Lincoln Financial’s automated underwriting technology and the launch of a case tracker for advisors.

  1. VerstaResearch, “2020 LTC Marketing and Thought Leadership Research, Findings from Surveys of Advisors and Consumers,” August 2020.


About Lincoln Financial Group

Lincoln Financial Group provides advice and solutions that help people take charge of their financial lives with confidence and optimism. Today, more than 17 million customers trust our retirement, insurance and wealth protection expertise to help address their lifestyle, savings and income goals, and guard against long-term care expenses. Headquartered in Radnor, Pennsylvania, Lincoln Financial Group is the marketing name for Lincoln National Corporation (NYSE:LNC) and its affiliates. The company had $324 billion in end-of-period account values as of December 31, 2021. Lincoln Financial Group is a committed corporate citizen included on major sustainability indices including the Dow Jones Sustainability Index North America and FTSE4Good and ranks among Newsweek’s Most Responsible Companies. Dedicated to diversity, equity and inclusion, we are included on transparency benchmarking tools such as the Corporate Equality Index, the Disability Equality Index and the Bloomberg Gender-Equality Index.  Committed to providing our employees with flexible work arrangements, we were named to FlexJobs’ list of the Top 100 Companies to Watch for Remote Jobs in 2022. Learn more at: Follow us on Facebook, Twitter, LinkedIn, and Instagram. Sign up for email alerts at

About The Helper Bees

The Helper Bees (THB) is an insurtech company delivering solutions that allow older adults to successfully age in place. THB is focused on conscientious member engagement and is backed by a robust regulatory platform powered by healthAlign, a company pioneering supplemental benefit administration in Medicare Advantage. This unique combination of service and technology provides the infrastructure needed for payers to access, deploy, and scale quality non-medical services into the home, thereby transforming independent aging for millions of Americans.

Media Contact: 

Erika Powell

Lincoln Financial Group