Pushing the boundaries

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Pushing the boundaries

In brief

Digital health and wellness organisations continue to pursue international growth despite economic and regulatory challenges.
The UK, Europe and Asia are attracting increased interest due to digital transformation, healthcare investment and expanding market opportunities.
Sustainable expansion will depend on balancing growth ambitions with governance, compliance and long-term resilience.

Alongside technological advancement, business leaders remain clear-sighted about opportunities in overseas markets and have a continued appetite for geographic expansion.

While it is still the case that most organisations appear to continue to favour growth in their own or existing markets, according to our survey, 2026 sees various new patterns emerging.

There is a marked uptick in interest in the UK market, from both US and Canadian digital health businesses
Asia is attracting more attention, not just from local Singaporean businesses but also from Spain
Countries in Europe, including the UK, are showing increased appetite for broader market diversification

Why do North American businesses favour the UK?

The UK has become one of the most attractive, structured, and scalable markets for digital health globally, especially for firms seeking predictable reimbursement, strong institutional partners, and rapid adoption pathways.

The NHS (National Health Service) is a single, centralised buyer, with huge scale. There is active investment in digital transformation through modernisation of patient records (EPRs) and AI integration – plus the market is mature, receptive and high-yield.

Why is Asia gaining ground?

Asia is good for digital health businesses because it offers huge population scale, rapid digital adoption, strong government funding, and a high need for remote and AI-enabled care. The population is ageing rapidly, governments are investing and markets are receptive to foreign innovation. These are all conditions that favour international entrants with mature products, despite regulatory complexity.

What drives investment into Europe?

Businesses in Italy and Spain see growth opportunities everywhere, helped by EU-wide moves from local pilots to pan-European digital health infrastructure. Interoperability reforms, AI adoption, new cross-border data frameworks and a fast-growing innovation network linking major cities and health systems are giving companies shared access to hospitals, payers and validation centres that can test and scale technologies across Europe¹³.

M&A appetite cooling

Fewer than a fifth (18%) of digital health businesses globally are prioritising M&A (mergers and acquisitions) in the next 12 months as a route to expansion, likely reflecting economic and geopolitical risk rather than lack of strategic intent.

By 2030, digital health and wellness is expected to become increasingly personalised, proactive and connected, powered by AI, data analytics, wearable technologies and remote care¹⁴. However, achieving this vision will require:

Scalable, interoperable and user-centric technology
Stronger partnerships across healthcare and wellness ecosystems
Investment focused on high-impact, outcome-driven innovation
Robust governance, cybersecurity and risk management
Greater emphasis on regulatory compliance and evidence-based outcomes
Improved accessibility and health equity

Ultimately, success will depend not only on innovation, but on organisations' ability to build trust, demonstrate value and scale sustainably.

Why do North American businesses favour the UK?

Why is Asia gaining ground?

What drives investment into Europe?

M&A appetite cooling

Key takeaway

In a climate where governance is as important as growth, and economic uncertainty continues to challenge investment decisions, organisations are prioritising markets that offer a strong strategic fit and sustainable returns.