Oscar is not your typical health insurance company. The New York City startup — the first new health insurer in years — is run by veterans of many of Silicon Valley's biggest names. And the way the company's founders see it, your insurance should play a bigger role in your life — not just handling claims, but using technology to keep medical life organized. AUDIE CORNISH, HOST: It's ALL THINGS CONSIDERED from NPR News. I'm Audie Cornish. It's been years since a new for-profit health insurance company launched in the U.S. The industry's dominated by large established firms.