E-health structures and practices are widely integrated into society and people’s everyday life, also in health promotion. Participatory, user-centred development of sustainable and successful solutions is recommended to ensure improvement, value, and empowerment of users. However, this is associated with opportunities and challenges which should be considered during the developmental process. We present interim results of a SWOT analysis of the creation and implementation of a digital platform for online health promotion and preventive services (DIFA, funded by the German private insurance association PKV Verband e.V.), enabling a digital Healthy Setting approach.