Illuminate Rx Redefines Pharmacy Benefits Management with a Breakthrough Model Backed by RxBenefits' 30-Year Legacy

Designed by pharmacists, with a focus on affordability and outcomes

New solution promises to cut through jargon and challenge rigid cookie-cutter approaches to give clients more flexible options

BIRMINGHAM, Ala., Sept. 10, 2025 /PRNewswire/ -- The expert pharmacy benefits leadership team of RxBenefits, Inc., today announced the launch of affiliate company Illuminate Rx, Inc., an innovative new pharmacy benefits manager (PBM) designed as an alternative to traditional models to deliver unprecedented clarity, affordability, and innovation for clients.

Designed by pharmacists and backed by RxBenefits' proven credibility, Illuminate Rx addresses long-standing inefficiencies in pharmacy benefits management and breaks through industry opacity. Distributed exclusively through the RxBenefits' PBM Marketplace, Illuminate Rx is built on a robust foundation of expertise, offering clients tailored solutions with no hidden fees, no opaque contracts, and a relentless focus on outcomes and affordability.

"Pharmacy benefits management has been clouded by complexity and barriers to innovation for too long," said Dr. Mark Campbell, Chief Pharmacy Officer at RxBenefits. "There is so much confusion about rates, rebates, and contract terms that it has been virtually impossible for anyone to identify the best solutions for their specific plan goals. With Illuminate Rx, we wanted to cut through the noise and give clients what they were asking for – unprecedented clarity, and optimized formulary and network solutions."

Illuminate Rx was built based on extensive feedback from RxBenefits' expansive client network, who highlighted escalating costs due to increased utilization of specialty medications and expensive drugs like GLP-1s. Others are looking for alternatives to rigid PBM models, including innovation in formulary and network design, and genuine transparency around drug-level pricing and rebates.

"What we heard from many clients was that the status quo wasn't working. Traditional and so-called transparent PBM arrangements weren't giving them what they wanted from their pharmacy benefits," Campbell said. "Illuminate Rx introduces a transformative approach to pharmacy benefits management, which, combined with RxBenefits' decades of experience and proven service delivery model, has the potential to dramatically improve plan performance."

Illuminate Rx doesn't just claim transparency – it demonstrates it in practice. Its innovative features are designed to address the needs of clients who are dissatisfied with their current pharmacy benefits options, or have unique goals and needs that aren't being met, including:

• Unprecedented Clarity: Full visibility into drug-level pricing, rebates, and plan performance data so clients make smart, informed decisions
• Lowest Net Cost Strategy: A formulary crafted by clinical pharmacists, which prioritizes biosimilars and generics to ensure the best health outcomes at the lowest cost
• Greater Flexibility: The freedom for clients to tailor their formulary or network to meet their unique needs, with access to innovative solutions like Mark Cuban Cost Plus, Costco Pharmacy, and Amazon Pharmacy

Built on a Legacy of Excellence
RxBenefits' three decades of success in the pharmacy benefits space make it the ideal platform to launch this next-generation PBM. Illuminate Rx inherits a culture of trust, service excellence, and data-driven decision-making, providing clients high-quality solutions delivered at scale.

By leveraging RxBenefits' wealth of experience and deep commitment to client success, Illuminate Rx represents more than a new PBM model. It signals a groundbreaking transformation in how pharmacy benefits are managed.

About Illuminate Rx
Illuminate Rx is redefining pharmacy benefits management with unprecedented clarity and a member-first philosophy while driving to the lowest net cost.

From optimizing biosimilar usage to delivering tailored solutions, we empower benefits advisors, employers, and members to make informed decisions while maintaining the lowest possible net cost. Our commitment to clarity, control, and collaboration ensures we remain a trusted partner for sustainable, high-quality pharmacy benefit solutions.

Designed by pharmacists. Powered by data. Obsessed with outcomes.

For media inquiries, please contact:

Riddhi Trivedi-St. Clair
Sr. Director, Corporate Communications
[email protected]
1-253-232-2413

SOURCE Illuminate Rx