Vitable Health Deepens Its Direct Primary Care Offering to Power a More Meaningful CHOICE (ICHRA) Experience

Vitable Health, the all-in-one health benefits platform redefining care for the American workforce, today announced the launch of nationwide Health Coaching services, expanded women's health offerings, including a hormone replacement therapy pilot, and enhanced CHOICE capabilities. Together, these updates deepen Vitable’s direct primary care offering and strengthen its position as the leading administrator of CHOICE (Custom Health Option and Individual Care Expense Arrangement), previously known as ICHRA (Individual Coverage Health Reimbursement Arrangement), delivering real health outcomes through integrated care. 

Vitable Health’s primary care-first model remains the foundation of its benefits program, enabling employers to pair flexible CHOICE funding with high-impact care that employees actually use. The model includes virtual primary care, mental health coaching, and over 1,000 covered prescriptions and labs at zero out-of-pocket cost for employees. This announcement builds on six months of rapid platform expansion, during which Vitable Health broadened access to highly sought-after services like GLP-1 medications and premium lab panels.

Health Coaching, now live across all 50 states, gives members access to 30-minute, bookable sessions in English and Spanish. Coaches use motivational interviewing and personalized plans to help members build sustainable habits around nutrition, exercise, sleep, stress, and tobacco cessation.

"Health Coaching bridges the gap between visits and outcomes," said Dr. Kate Baron, Head of Medical, Vitable Health. "It helps our members build habits that drive lasting health outcomes and true behavioral change, which is what sustainable wellness really requires.”

Vitable Health has also expanded its women’s health services with additional contraceptive options, including the self-administered subcutaneous Depo-Provera shot, Ella emergency contraception, and Xulane patches, as well as a new hormone replacement therapy pilot. The pilot, launching this quarter in Pennsylvania and Delaware, is focused on perimenopausal and menopausal symptom management, such as hot flashes, mood changes, and sleep disruption.

"Health Coaching helps our members build habits that drive lasting health outcomes and true behavioral change, which is what sustainable wellness really requires."

“Our HRT pilot represents how we build: we start where members need it most and scale quickly once we get it right,” said Joseph Kitonga, CEO, Vitable Health. “We’re proud to deepen our women’s health offering and help more members access care that’s often overlooked or difficult to reach through traditional benefits.”

On the employer side, Vitable Health has expanded its CHOICE administration platform to offer greater flexibility. Following the launch of CHOICE support earlier this year, employers can now choose between automating premium payments directly to carriers or reimbursing employees for premiums and other eligible medical expenses. The platform supports the full range of expenses outlined under IRS Publication 502, making it easier for employers to offer richer benefits while maintaining compliance. Together with Vitable’s built-in direct primary care, these enhancements give employers a flexible benefits solution that’s deeply connected to care and outcomes.

"ICHRA gives employers real flexibility in how they support their teams," Kitonga said. "We're building our platform so companies can manage contributions in ways that work for them, and we're making the administrative experience as modern and seamless as the care itself."

Since acquiring Liferaft earlier this year, Vitable Health has accelerated platform development and expanded capabilities for employer clients, broker partners, and members. "Our mission is to build healthcare solutions that actually improve health outcomes for the people who need them most," Kitonga added.