In early 2020, Curative launched as a COVID-19 testing provider and quickly became one of the largest in the country. But as the need for mass testing declined, the company made a bold move: pivoting to offer a new kind of employer-based health insurance plan built around $0 out-of-pocket costs and proactive, preventive care.
The pivot reshaped everything—from who the company served to how it showed up online. And just as Curative reinvented its business, it needed its website to follow suit. Webstacks, already a key partner during the pandemic, was there to help lead that transformation.
Practically overnight, their audience went from everyday consumers searching for test sites to a complex mix of insurance brokers, employers managing group health benefits, healthcare providers, and health plan members. Traffic was no longer the only goal. Now the focus was clarity, credibility, and guiding multiple audiences of users through an entirely new kind of healthcare journey. The website, once built for pandemic logistics, had to become the front door to an entirely reimagined experience.
From Consumer Testing to B2B Health Insurance
With the transition to employer-sponsored health insurance underway, Curative faced a new kind of pressure—building a digital experience that could support it.
The site that once helped millions of consumers book COVID tests now had to serve a completely different purpose. The challenges weren’t theoretical—they were immediate and foundational. Curative needed to:
- Reframe the brand narrative from rapid-response testing to long-term, preventive care.
- Restructure site architecture and navigation to support multiple high-priority user groups.
- Develop net-new content models for segmented landing pages, programs, and resources across member, broker, and provider journeys.
- Integrate critical backend systems like HubSpot and Jira to streamline lead capture and provider onboarding workflows.
The company’s internal product team was fully focused on the member portal—the logged-in experience for current plan members to get resources. But the public-facing site needed just as much attention. That’s where Webstacks came in.
Having worked alongside Curative during its COVID-era rise, Webstacks was already familiar with the pace and complexity of the organization. Now, as the company reshaped itself, the partnership evolved too.
“We basically became solely reliant on Webstacks for all of our marketing development work….But we learned quickly that we could rely on the team. They know what to do, they move fast, and we don’t have to handhold anyone.”
With Webstacks leading the charge, Curative’s team could stay focused on the product, knowing their public-facing experience was in expert hands.
With the shift to a B2B insurance model, Curative’s audience changed dramatically. Instead of speaking to consumers looking for nearby testing sites, the website now needed to serve four distinct groups:
- Curative Members seeking plan details and care resources
- Brokers evaluating plan offerings
- Employers managing benefits for their teams
- Healthcare providers exploring how to join the network
This shift required a complete overhaul of the site’s navigation, with clear, intuitive pathways tailored to each audience's goals.
One Search Bar, Company-Wide Impact
The Problem: High Friction, Low Self-Service
As Curative’s member base grew, so did the volume of support inquiries. Their Member Services team was overwhelmed with calls, many of them about topics already answered on the site. Wait times were climbing. Frustration was rising.
The problem wasn’t a lack of information. The FAQ was robust with dozens of answered questions, organized by category, continually iterated on. But members couldn’t find what they needed fast enough. The site wasn’t keeping up with its users' pace or expectations.
The Solution: Algolia + Webstacks Implementation
That’s when Curative turned to Webstacks. After evaluating the issue, Webstacks proposed a solution that was both smart and scalable: Algolia.
This enabled blazing-fast results, built-in relevance ranking, and a seamless experience across Curative’s FAQ, blog, and resource pages. Moreover, Algolia would integrate seamlessly with Curative’s headless content management system (CMS), Contentful.
The results came quickly.
“We have a robust FAQ… But even then, our Member Services line was inundated with calls. The wait time was going up. It wasn’t good. We needed a way to help folks self-serve… After we implemented Algolia, our member services call time went down, and we saw a 400% increase in FAQ engagement month-over-month. It was a huge success story—one of our biggest initiatives in the last few months.”
But the benefits went well beyond the engagement metric. With Algolia in place:
- Users could get instant answers—no digging, no drop-downs, no confusion.
- The search bar was available across key areas of the site, making the experience seamless no matter where a member entered.
- The support team regained bandwidth, reducing cost and pressure during high-volume periods.
- All of it was accomplished with minimal overhead—Algolia’s free tier covered the first 15,000 monthly searches, and even doubling usage cost only cents on the dollar
A single feature unlocked measurable impact across the entire business—from better UX, to operational efficiency, and real cost savings. And just as importantly, it became a blueprint for how Curative and Webstacks could move quickly, test ideas, and implement scalable improvements that make measurable impacts beyond the marketing department.
Scaling Traffic Through SEO and Site Performance
As Curative’s business evolved, so did its growth strategy. With a smaller, more targeted audience and a lean internal team, organic traffic became a critical channel. That meant the site needed to be not only fast and accessible but strategically optimized for an entirely new foundation of keywords.
Webstacks worked closely with Curative to improve the site’s technical foundation and content strategy. From refining page speed and accessibility to implementing SEO recommendations from Curative’s agency partners, the team helped elevate the site's health and visibility.
One key area of improvement: Core Web Vitals. After migrating to static site generation and resolving key performance issues, Curative saw site vitals move solidly into the green.
On the content side, Webstacks collaborated on new content models and scalable templates that allowed Curative’s team to expand blog coverage, launch new programs, and target localized markets with ease.
“Organic growth is off the charts. I think our site health and the work that Webstacks does plays a key role in that.”
Today, the results speak for themselves: nearly 100% year-over-year growth in traffic, with strong performance in core markets like Texas, Florida, and Georgia.
All the Output with None of the Bottlenecks
As Curative scaled its offering, the internal marketing team stayed intentionally lean, focused on strategy and cross-functional collaboration. With no dedicated engineering resources for the marketing site, the company relied on Webstacks to take full ownership of the public-facing experience.
Webstacks’ Website Product Team became responsible for all design and development across the site, from launching new landing pages to standing up complex integrations. This gave Curative the ability to keep moving at startup speed without needing to battle for internal resources.
“Thanks to Webstacks, we don’t have to battle to get work prioritized. We’re able to move fast on the things that matter to our team.”
That flexibility extended across the organization. From pharmacy workflows to provider onboarding and sales enablement, internal teams collaborated with Webstacks just like they would with in-house teammates, streamlining execution across departments and delivering results faster.
An Agency That Thinks and Operates More Like Partners
Curative’s relationship with Webstacks doesn’t look like a typical client-agency setup—and that’s the point. The Website Product Team model was built for fast-moving teams like Curative’s, where priorities shift quickly and internal bandwidth is limited.
The two teams collaborate asynchronously through Slack, stay aligned through standups and sprint planning, and trust each other to run with complex projects—whether it’s standing up a new integration or launching a high-priority campaign. Webstacks isn’t there to just execute tickets; we bring recommendations, solve problems, and act like true team members.
"The great thing is, my team feels completely supported. They know they can drop something in the Webstacks channel, explain what’s going on, and someone will respond quickly and fix the issue. That level of trust and responsiveness makes a huge difference.”
The shift from consumer COVID testing to employer-based health insurance was one of the most ambitious pivots a startup could make—and it required every part of the business to evolve rapidly. For Curative, the website became a foundation for that transformation. Webstacks kept pace at every turn, launching new experiences, supporting new audiences, and helping internal teams—from marketing and sales to customer service—solve high-impact problems.
What started as a fast-moving partnership during a public health crisis has grown into a trusted collaboration, with the website now playing a central role in how Curative communicates, converts, and scales its reimagined business model.
