Gravie
Gravie is a Minneapolis-based health benefits company founded in 2013 that designs and administers health insurance plans — primarily Comfort (a level-funded plan with no deductibles) and Gravie ICHRA (Individual Coverage HRA) — for small and midsize U.S. employers, distributed nationwide through a broker channel.
- Company typePrivate
- Founded2013
- HeadquartersMinneapolis, United States
- Headcount251–500
- GTM typeB2B
- OfferingServices
What Gravie does
Gravie is a Minneapolis-based, privately held health benefits company founded in 2013 that designs, administers, and distributes health insurance plans and reimbursement arrangements for small and midsize U.S. employers. The company operates as a licensed third-party administrator (TPA) through two wholly owned subsidiaries (Gravie Agency LLC and Gravie Administrative Services LLC) and distributes nationwide through a broker-centric channel covering all 50 states. As of 2025 it serves more than 1,200 employer groups and operates with 251-500 employees, including dedicated leadership for each major product line.
The company's product portfolio centers on two offerings. Comfort® is a level-funded health plan distinguished by zero-cost coverage of common healthcare services (preventive care, primary care, specialist visits, urgent care, physical therapy, generic prescriptions, virtual services, and mental health care) with no deductibles and no copays; reported outcomes include 94% of office visits covered at zero cost and 15% average employer premium savings. Gravie ICHRA™ is an Individual Coverage Health Reimbursement Arrangement platform giving employers tax-advantaged fixed-dollar contributions for employees to purchase individual market coverage, with access to 340+ carriers and 8,800+ plans nationwide and reported up to 29% employer savings at renewal. Both product lines are supported by Gravie Care™ (year-round licensed advisor support) and Gravie Pay® (interest-free 12-month payment plans for out-of-pocket costs). The technology stack includes a proprietary underwriting engine called Surgical Underwriting® (machine learning on employer demographics and claims history), a mobile app for members, a provider portal with Availity Essentials integration (live March 2026), and partnerships with Teladoc Health (telehealth), Sword Health (MSK care), HPS/PayMedix and First Health (provider networks), Express Scripts (PBM, effective January 2026), and Cigna/Aetna Signature Administrators (network access).
Gravie's business model is built on recurring monthly employer-paid premiums for Comfort plans, administrative fees for ICHRA management, and broker/agent commissions distributed through licensed insurance brokers. The company is sales-led with heavy channel-partner amplification and invests significantly in content marketing (Perspectives blog, "It's a Gravie Thing" podcast) and broker education. Gravie has raised over $219 million in disclosed capital, including a $179 million equity round led by General Atlantic (March 2023), a $40 million debt facility from Trinity Capital (June 2024), and a subsequent $150 million raise (June 2025). The company appointed Steve Wolin as CEO in February 2025 and maintains institutional backing from General Atlantic, FirstMark, AXA Venture Partners, and Georgian.
Gravie firmographics
Firmographics- Name
- Gravie
- Legal name
- Gravie, Inc.
- Website
- https://gravie.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Gravie is a Minneapolis-based health benefits company founded in 2013 that designs and administers health insurance plans — primarily Comfort (a level-funded plan with no deductibles) and Gravie ICHRA (Individual Coverage HRA) — for small and midsize U.S. employers, distributed nationwide through a broker channel.
- Ownership category
- akta.pro rank
Gravie industry classification
Industry- Product category
- Employer Health Benefits Administration
- NAICS
- Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292)
- SIC
- Hospital & Medical Service Plans (6324), Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Flexible Benefits Administration (FSA/HSA/HRA) (HLAEALAK)
- akta.pro secondary industry
- Group Life Administration/Enrollment Platforms (TPA & Benefits Admin) (FSAIADAJ)
Keywords
Where Gravie is headquartered
LocationHeadquarters
- HQ city
- Minneapolis
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Gravie business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D
Revenue model
- Health Plan Premiums: Gravie generates revenue primarily through employer-paid health plan premiums. Employers pay monthly premiums for their employees' coverage under Comfort plans (level-funded health plans) or administrative fees for ICHRA management.
- ICHRA Administration Fees: As an ICHRA administrator, Gravie charges employers administrative fees for managing individual coverage HRA arrangements, including enrollment platform access, carrier coordination, and year-round member support.
- Broker/Agent Commissions: Gravie operates through licensed insurance agents and brokers who sell health plans and receive commissions. The company is licensed to sell health insurance to businesses, individuals, and families.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Comfort Health Plan - Level-funded health coverage |
| Subscription | Monthly | Gravie ICHRA - Individual Coverage HRA Administration |
| Subscription | Monthly | Traditional Copay and HSA Health Plans |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
Gravie product offering
Product offeringCore offering
Gravie is a health benefits administrator and licensed third-party administrator (TPA) that designs and administers employer-sponsored health plans for small and midsize businesses. Its flagship product Comfort is a level-funded health plan offering zero-cost coverage on most common services with no deductibles or copays, alongside traditional copay and HSA plans. The company also operates Gravie ICHRA, an Individual Coverage Health Reimbursement Arrangement platform providing access to 340+ carriers and 8,800+ individual market plans, complemented by Gravie Care member support and Gravie Pay interest-free payment financing.
Product overview
Gravie is a health benefits company offering two primary product lines for small and midsize businesses: (1) level-funded health plans — anchored by Comfort®, a first-of-its-kind plan with no deductibles and zero copays on most common healthcare services, available alongside traditional copay and HSA plans; and (2) Gravie ICHRA™, an Individual Coverage Health Reimbursement Arrangement platform giving employers tax-advantaged, fixed-dollar contributions that employees use to purchase individual market coverage from 340+ carriers nationwide. Both product lines are supported by Gravie Care™, a year-round advisory service, and Gravie Pay®, a zero-interest payment solution for out-of-pocket costs.
Differentiator
Problem solved
Functional benefit
Brands
- Comfort®: Gravie's flagship level-funded health plan offering comprehensive no-cost coverage on common healthcare services including preventive care, primary care, urgent care, virtual services, mental health care, and generic prescriptions, with no deductibles or copays.
- Gravie ICHRA™
- Gravie Pay®
- Gravie Care™
Products and services
- Comfort® Comfort is Gravie's flagship level-funded health plan providing zero-cost coverage (no deductible, zero copays) on most common healthcare services including preventive care, primary care office visits, specialist visits, urgent care, physical therapy, generic prescriptions, virtual services, and mental health care. It targets small and midsize employers, who save an average of 15% in total premium costs versus traditional plans.
- Gravie ICHRA™ Gravie ICHRA is an Individual Coverage Health Reimbursement Arrangement platform that lets employers contribute pre-tax dollars for employees to purchase individual health coverage. It provides access to 340+ carriers and 8,800+ individual market plans, an intuitive enrollment platform, and personalized member support. Employers save up to 29% on healthcare costs at renewal.
- Gravie Pay® Gravie Pay is a virtual credit card used to pay for out-of-pocket healthcare expenses not covered by Gravie's health plans. It enables interest-free, customizable zero-payment plans for up to 12 months on planned or unexpected medical costs, with no fees and no impact on credit score.
- Gravie Care™
Quantifiable outcome
- 97% of employer groups report being satisfied or very satisfied with their health plan
- +6 more outcomes
Companies that use Gravie
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Gravie technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature7 records
Gravie partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and moderate.
- Express ScriptscoreEvernorth's pharmacy benefit services business that will manage Gravie's pharmacy benefits starting January 1, 2026, replacing CVS Caremark. Express Scripts provides formulary management, prior authorization, and home delivery pharmacy services.
- XO HealthmoderateValue-based care network partnership launched April 2025 in Minnesota. XO Health partnership helps employers reduce costs and expedites provider payments through value-based care arrangements.
- AvailitycoreMulti-payer health information network providing electronic eligibility verification, claims submission, and administrative tools. Gravie integration expected live March 2026, enabling providers to verify eligibility and submit claims through Availity Essentials platform.
- HPS/PayMedixcoreRegional provider network partnership providing access to 100+ hospitals, 29,200 physicians, 1,200 clinics, and 630 behavioral health providers. PayMedix platform simplifies billing with consolidated monthly statements and interest-free financing options.
- First HealthmoderateSupplemental provider network offering extensive care nationwide as an additional in-network option for members not covered by primary HPS network.
- Accredo Specialty PharmacymoderateSpecialty pharmacy provider handling specialty medication fulfillment through Express Scripts. Specialty medications require specialized handling and are filled through Accredo.
- CignamoderateHealth insurance carrier providing provider network access for some Gravie member plans. Through partnerships with Cigna, members access broad provider networks while Gravie manages claims and benefits.
- Aetna Signature AdministratorsmoderateProvider network access partnership through Aetna Signature Administrators (ASA) for Gravie member plans. Payer ID GRV01 used for ASA-network cards for eligibility and claims processing.
- Sword HealthmoderateDigital musculoskeletal (MSK) care company providing virtual treatments for back, joint, and muscle pain. Sword Health's services are seamlessly included in Comfort health plans at no additional cost.
- Teladoc HealthmoderateTelehealth provider enabling members to consult with physicians and mental health professionals virtually. Teladoc services are integrated into Comfort health plans.
Scale indicators11 records
Recent moves6 records
Expansion highlights6 records
Gravie competitors and assessment
Company assessmentBroad incumbents
- Gusto: Payroll and PEO platform with health benefits administration for small businesses, comparable SMB employer reach and broker/agent motion, though benefits is one of many offerings.
- Justworks: PEO offering payroll, benefits administration, and health insurance to SMBs, overlapping Gravie's employer benefits distribution though broader in scope (HR, payroll, compliance).
- Benefitfocus: Established benefits administration platform serving employers, carriers, and brokers at scale — broader in scope but competes for the same SMB and broker distribution channel Gravie targets.
- UnitedHealthcare: Largest U.S. health insurer with employer group plans and a growing ICHRA offering; competes with Gravie for SMB employer dollars and individual-market plan access via its carrier network.
Direct peers
- Take Command Health: Independent ICHRA administrator focused on small and midsize employers, offering a comparable individual-market reimbursement platform and broker channel — directly overlapping with Gravie ICHRA.
- Remodel Health: ICHRA-focused benefits administration platform serving employers and brokers nationwide, offering similar individual-market reimbursement solutions and SMB positioning as Gravie.
- PeopleKeep: Specialized QSEHRA and ICHRA administrator for small businesses, providing comparable employer-set contribution tools and individual market plan access — a direct SMB ICHRA competitor.
- Ease (EaseCentral): Benefits administration software used by brokers and SMB employers for enrollment and management, comparable technology-and-broker GTM even though Ease sits one layer upstream of Gravie's underwriting.
Emerging players
- Flock: Technology-forward ICHRA administration platform targeting employers and brokers, with overlapping individual-market plan access and SMB focus though a younger operating footprint than Gravie.
- Thatch: ICHRA-focused benefits startup offering individual-market reimbursement administration to SMBs; a narrower, emerging-stage competitor in the same category Gravie leads.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Gravie social profiles
Digital presenceGravie financial estimates
Financial estimateRevenue estimate
Valuation estimate
Gravie leadership team
Management profileNumber of profiles
Profiles17 records
Gravie subsidiaries and ownership
Company hierarchySubsidiaries2 records
Gravie funding detail
Funding detailFunding overview
Funding rounds15 records
Investors10 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Gravie M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Gravie
What does Gravie do?
Gravie is a health benefits administrator and licensed third-party administrator (TPA) that designs and administers employer-sponsored health plans for small and midsize businesses. Its flagship product Comfort is a level-funded health plan offering zero-cost coverage on most common services with no deductibles or copays, alongside traditional copay and HSA plans. The company also operates Gravie ICHRA, an Individual Coverage Health Reimbursement Arrangement platform providing access to 340+ carriers and 8,800+ individual market plans, complemented by Gravie Care member support and Gravie Pay interest-free payment financing.
Is Gravie a public or private company?
Gravie is a private company. It is classified as venture growth investor backed and is currently operating.
When was Gravie founded?
Gravie was founded in 2013. It employs 251 to 500 people.
Where is Gravie based?
Gravie is headquartered in Minneapolis, United States, in the North America region.
How does Gravie make money?
Three revenue lines are on record. Health Plan Premiums are the primary driver. The others are ICHRA Administration Fees and broker/Agent Commissions.
Who are Gravie's main competitors?
Broad incumbents on record are Gusto, Justworks, Benefitfocus and UnitedHealthcare. Direct peers are Take Command Health, Remodel Health, PeopleKeep and Ease (EaseCentral). Emerging players are Flock and Thatch.
Does Gravie have an API?
No public API is recorded for Gravie.
What industry is Gravie in?
Gravie's product category is Employer Health Benefits Administration. Its primary akta.pro industry code is HLAEALAK, Flexible Benefits Administration (FSA/HSA/HRA), with a secondary code of FSAIADAJ, Group Life Administration/Enrollment Platforms (TPA & Benefits Admin). Its NAICS code is 524292 and its SIC code is 6324.