HTA was intended to be an independent and evidence-based process to promote optimal use of health technologies. However, it has become owned by payers who use it to limit use and costs. There are calls for HTA processes to be more transparent, include all stakeholders such as patients, and consider personal and societal costs and savings, not just the cost to the healthcare system. For HTA to be effective, cost-effective, and sustainable, it must earn patient trust through meaningful patient engagement in development and decision making.