Self-Driven Healthcare (SDH) is an umbrella term introduced by Innovate UK to conceptualise aspects of healthcare delivery that can support people in becoming more engaged in their own health and wellbeing management rather than being passive receivers of healthcare. The defining characteristics of SDH solutions include activities that empower people to play a more effective role in maintaining their own health and wellbeing, including those activities concerned with primary prevention and health promotion (e.g., to detect diseases earlier and proactively collaborate with a growing range of healthcare professionals to manage their illnesses). Innovate UK is interested in developing thought leadership around the emergent concept of SDH, and to determine if this is an area it should in invest in. The commentary introduces the concept of SDH and discusses the possible challenges and barriers that need to be addressed to realise the full potential of this approach.