The Optum division allows the company to offer a diversified service offering, thus differentiating itself from its competitors, which include Wellpoint and Aetna.
Okta is seeking to displace older identity management services offered by companies like CA and Oracle, differentiating by building its entire service in the cloud from the start.
He says that they can help deliver a superior level of customer service, strengthening the carrier's brand image and differentiating them from competitors flying similar routes.