Alberta Blue Cross® and Frida team up to make trusted Attention Deficit Hyperactivity Disorder (ADHD) care easier to reach when it matters most 

May 26, 2026
For immediate release

Alberta Blue Cross is proud to announce its new partnership with Frida, an Alberta-based online ADHD clinic. Joining forces with an innovator in the health ecosystem reflects Alberta Blue Cross’s commitment to support health and wellbeing beyond traditional coverage. This partnership makes it easier for Albertans to obtain trusted ADHD support, as Alberta Blue Cross plan members can access Frida’s clinically trained experts who help people struggling with ADHD symptoms experience a safe consultation. From assessment to treatment planning, the experience is designed to help Albertans feel supported, understood and empowered to live well. 

With an estimated 50 per cent of Canadian adults with ADHD being undiagnosed[1], long wait times and the cost of private assessments can make it harder to access timely diagnosis and care, affecting overall health, relationships and day-to-day wellbeing. While guidelines for diagnosing ADHD are the same for men and women, women are less likely to get diagnosed due to differences in symptoms but experience the same level of impairment as men with ADHD. Evidence also suggests that the toll of ADHD may be greater on women, as they are more likely to internalize their symptoms, become anxious and depressed and struggle with emotional regulation[2].

“This partnership reflects what we’re hearing from Albertans,” says Haylee Ritchie, director of Corporate Strategy and Market Development at Alberta Blue Cross. “They want care that is credible, responsive and designed around people’s lives. Frida provides high‑quality ADHD care that offers our plan members more choice and helps them take a more active role in their health.” 

In recent years, Alberta Blue Cross has seen continued growth in ADHD diagnoses and medication use, with nearly 10 per cent of claimants using ADHD medications. It’s also one of the fastest-growing categories of claims activity—signaling the need for a more accessible, personalized and connected approach to care.

“Adult ADHD is complex and often mistaken for anxiety, depression or post-traumatic stress disorder,” says Caley Shukalek, chief medical officer at PurposeMed. “Getting the right diagnosis is just the start; what changes lives is the ongoing clinical care that follows. In our practice, 80 per cent of Frida patients report clinically significant improvements in hopefulness and self-worth within 6 weeks of starting treatment. This partnership with Alberta Blue Cross increases access to evidence-based diagnosis and treatment for more Albertans.”

More information about ADHD is available on Frida’s website.

About Alberta Blue Cross
Alberta Blue Cross is a lifelong partner in health and wellbeing, helping people and organizations navigate life’s meaningful moments with clarity, care and confidence. For more than 75 years, we’ve supported individuals, employers, organizations, communities and governments through coverage and guidance to help people live well. Rooted in Alberta, we invest locally in initiatives that strengthen the communities we serve.

About Frida
Frida, which operates under the PurposeMed umbrella, provides diagnosis, treatment and ongoing care for adults with ADHD. Frida helps anyone over the age of 18 who has or believes they have ADHD by providing a judgment-free, full-length evaluation with a clinician and determine which treatment, if any, is appropriate.

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For more information, please contact Heather De Cleer, senior communications officer at Alberta Blue Cross at hdecleer@ab.bluecross.ca.