Employers are a critical stakeholder in the US healthcare system: 49% of Americans receive health coverage through their employer, and employers spend $1.2T on healthcare today. Given this, the employer market is a natural starting point for emerging healthcare companies. But what do employers want, and how is this changing? How should emerging healthcare companies position themselves to address employer concerns? How should healthcare companies selling directly to employers think about other market stakeholders – brokers, health plans, PBMs, providers? During this talk, we will address all three of these questions, and share lessons learned from healthcare technology companies that have built successful businesses in the employer-sponsored market.