This paper aims to identify the challenges of health data in the context of an insurance company that is transforming from a reactive company into a proactive one. Using 23 interviews from a case study of an insurance company in Finland, we revealed 4 key areas of challenges that arise during this transition. The identified areas were found to be the following: Access, Ownership, Sharing, and Use. These findings are then discussed in context of the shift towards a proactive paradigm for organizations. The customer experience is suggested to be pivotal for organizations to create value and for managing the 4 identified health data challenges.