By deliberately shaping and incentivizing new models of private health insurance, countries have a new tool in UHC strategy to bring high quality healthcare to the masses so that people receive the healthcare they need without facing financial hardship. The advances in healthcare, insurance and digital innovation provide new opportunities for cross-sectoral work that places people firmly at the center of solutions. An ecosystem approach to innovation will entail partnerships, which even in the best of circumstances, can take time for alignment of purpose, success metrics, and value proposition. However, it is through this approach that individual or small-scale innovation can be transformative. The pursuit of Universal Health Coverage is indeed a mission of transformation, and it will take no less than entire support of society, industry, and government to realize this vision.