Picwell is a startup providing tools to help people pick ideal health plans for themselves and their families. Picwell aggregates vast public and private databases on health care utilization, demographics, lifestyle, behavior patterns, financial information and networks in an unprecedented way, and the result is a data sandbox powerful enough to predict future health care utilization and cost on a personalized level. Picwell was founded by leading experts from the University of Pennsylvania in the fields of health insurance, economics, consumer insight and technology.