PHILADELPHIA — Vitable Health, a fast-growing health benefits platform, has expanded its Direct Primary Care (DPC) plan to all 50 states, aiming to transform healthcare access for millions of uninsured and underinsured Americans. The national rollout allows businesses across the country to offer affordable, comprehensive health benefits—including unlimited virtual primary care visits, mental health coaching, specialty care navigation, and access to over 1,000 prescriptions and lab services—for a flat monthly fee.
The expansion marks a major step in Vitable Health’s mission to make healthcare more accessible and cost-effective, particularly for small businesses and their employees who often struggle to afford traditional insurance plans. With over 80 million people lacking adequate health coverage in the U.S., the company positions its offering as a simple, people-first alternative to the fragmented and expensive status quo.
“Everywhere in the country, workers are being forced to choose between their health and their paycheck,” said Joseph Kitonga, founder and CEO of Vitable Health. “That’s not just a broken system—it’s a broken promise. We believe everyone deserves healthcare that’s affordable, accessible, and built around them.”
Until now, Vitable Health primarily focused its operations along the East Coast, serving more than 100,000 employees and partnering with hundreds of small businesses. Its new nationwide footprint is designed to help employers struggling with rising healthcare costs. According to recent surveys, 58% of small business owners say they can no longer afford traditional group health insurance plans.
Ken Gregson, a franchise owner with SYNERGY HomeCare in Florida, said Vitable Health has offered a practical, affordable solution compared to legacy providers. “As a small business owner, offering quality health benefits was critical to staying competitive,” he said. “Vitable stood out as a smarter investment for both our employees and our bottom line.”
Vitable Health differentiates itself by eliminating copays, deductibles, and hidden fees, while also cutting administrative waste through its AI-driven platform. The company directs more of each healthcare dollar toward actual care, bypassing the costly inefficiencies of traditional insurance systems.
The company’s national launch follows its recent acquisition of Liferaft, a platform specializing in Individual Coverage Health Reimbursement Arrangements (ICHRAs). The move has strengthened Vitable’s ability to tailor benefit offerings for a broader range of employers. Vitable now claims to be the first platform to solve the industry’s so-called “Impossible Triangle”—delivering high-quality, affordable care without bloated administrative overhead.
“This isn’t just about expanding our footprint—it’s about reaching people who’ve been left out of the healthcare conversation for too long,” Kitonga added. “We’re giving business owners the tools to offer real, human-centered benefits to their teams and proving that better care doesn’t have to come at a higher cost. It just has to come from a better place.”
As Vitable Health scales its model nationwide, it is offering a new path forward for small businesses and their employees. In an industry where affordability and access too often fall short, the company is betting that a direct, people-first approach can redefine how healthcare is delivered—and who gets to benefit from it.
