The news: Google is partnering with two health tech companies to integrate third-party health tracking and lab results into its health app and wearables.

• Function Health: Later this year, Function customers can integrate over 160 Function lab test results with Google’s Health app, AI coaching services, and wearables including the Fitbit Air, Pixel Watch 5, and Fitbit Edge.
• Flo Health: Starting next year, Flo Health users will be able to sync their menstrual cycle data with Google Health’s AI coaching and wearables.

Why it matters: Google is building a comprehensive consumer health platform around its revamped health app and wearables amid high demand for digital health and wellness tools that deliver personalized insights. Among US adult smartphone owners, 76% want an app that helps them understand their health over time—the most sought-after health app feature surveyed, per an October 2025 Verily survey.

Big Tech players and wearable makers have the same ambition:

• Apple's recently updated Health app offers additional wellness and longevity insights (some of which draw on Apple Watch data) as well as lab test ordering through Quest Diagnostics.
• Samsung introduced an AI health assistant in July, letting users pull data from Galaxy smartphones, smartwatches, and smart rings.
• Oura and Whoop are expanding personalized health guidance through in-app AI coaching and insights that combine activity data with optional links to users’ medical records.

Implications for consumer health companies: Richer insights from more third-party digital health tools could help Google attract subscribers to its $9.99-per-month Health Premium service, which includes advanced tracking and AI coaching for wearable users. But standing out could become harder as more consumer health companies offer paid services that turn health data into personalized guidance. As these capabilities become more widespread, device price and form factor (smartwatch, fitness band, or smart ring) could play a greater role in differentiating competitors and shaping consumer preferences.

Meanwhile, as more health apps and wearables strike diagnostic data partnerships, they could guide consumers from identifying potential health concerns to seeking care. That would expand their influence over the patient journey while raising consumer expectations for clinically accurate, actionable advice.

This content is part of EMARKETER’s subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports. Our Briefings prepare you to start your day informed, to provide critical insights in an important meeting, and to understand the context of what’s happening in your industry. Not a subscriber? Click here to get a demo of our full platform and coverage.