Abstract: The invention provides for customizing the presentation of healthcare insurance information and wellness information for a healthcare insurance subscriber. This customized information can be presented at a website, which can include, but is not limited to, claims (paid, pending and denied), referral status, answers to frequently asked questions (FAQs), explanations of benefits and wellness articles. The presented information can be customized for a subscriber based on a plurality of factors, including, but not limited to, a profile, historical behavior, age, preference, occupation, gender, family status, locale, and the like. Additionally, a reward can be provided for actions that are determined to contribute to healthcare knowledge and/or wellness of a particular subscriber. This reward can take the form of, but is not limited to, coupons, gift certificates, rebates, frequent flyer miles, discounts, prizes, money, rebates, ring tones, music, pictures, screensavers, and the like.