PeopleKeep

What PeopleKeep does

PeopleKeep is a U.S.-based HRA (Health Reimbursement Arrangement) administration software company that enables small and mid-sized employers to offer personalized, tax-advantaged health benefits as an alternative to traditional group health insurance. The company's cloud-based platform supports three core HRA products — QSEHRA for small employers under 50 employees, ICHRA for employers of all sizes (including Applicable Large Employers), and GCHRA for supplementing existing group coverage — augmented by ICHRA+ (powered by Remodel Health) for large employers and WorkPerks for personalized benefits. Notable technical components include automated IRS-compliant plan document generation, employee class customization, integrated insurance shopping, and AI-enhanced reimbursement processing.

PeopleKeep operates a subscription revenue model with a one-time setup fee, a monthly base fee, and a per-employee monthly fee per participating employee. The go-to-market combines product-led growth (self-serve sign-up, HRA quiz, free demos) with sales-assisted enterprise motions, an insurance broker channel, a Partner Marketplace of 12+ integrated benefit providers, and a dedicated nonprofit partnership with Family Promise covering 200+ affiliates across 43 states. The company was founded in 2006 as Zane Benefits, rebranded to PeopleKeep before 2017, became the first firm to bring ICHRA to market in October 2019, and was acquired by Remodel Health in February 2024 while continuing to operate under the PeopleKeep brand. Justin Clements was appointed President in July 2024 and Victoria Hodgkins serves as CEO.

PeopleKeep serves thousands of employers across SMB, large employer (ALE), nonprofit, broker, multi-state, and vertical-specific segments including veterinary clinics. Reported scale signals include 15,000+ plan participants, recognition as a 6x Stevie Award winner (2020-2025), and 64% ICHRA adoption growth between 2022 and 2023. The company is headquartered in Indianapolis, Indiana, with an additional office in Salt Lake City, Utah, and employs 11-50 people.

Name

PeopleKeep

Legal name

PeopleKeep Inc.

Website

https://peoplekeep.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

PeopleKeep is a U.S.-based HRA administration software provider that enables small and mid-sized employers to offer tax-advantaged, personalized health benefits (QSEHRA, ICHRA, GCHRA) as an alternative to group health insurance, serving thousands of employers across SMB, ALE, nonprofit, and broker segments.

Ownership category

akta.pro rank

Product category

Health Benefits Administration Software

NAICS

Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292)

SIC

Insurance Agents, Brokers & Service (6411), Services-Computer Programming Services (7371)

akta.pro primary industry

Employer Health Reimbursement Arrangements (HRA/ICHRA/QSEHRA) Administration (HLAEAAAG)

akta.pro secondary industry

Flexible Benefits Administration (FSA/HSA/HRA) (HLAEALAK)

Keywords

• HRA administration software
• Health reimbursement arrangements
• Employee benefits platform
• ICHRA administration
• Small business health benefits

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Subscription-based Software: Monthly base fee plus per-employee monthly fee for HRA administration. One-time setup fee when first purchasing a plan.
2. Per-Employee Fees: Monthly per-employee fee for each employee participating in the HRA benefit.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels10 records

Core offering

PeopleKeep provides cloud-based HRA (Health Reimbursement Arrangement) administration software that enables employers to design, launch, and manage tax-advantaged health benefits for their employees. The platform supports three core HRA types—QSEHRA for small employers with fewer than 50 employees, ICHRA for employers of all sizes including Applicable Large Employers, and GCHRA for employers supplementing group health insurance—alongside ICHRA+ for large-employer needs and WorkPerks for personalized benefits. Pricing is delivered as a one-time setup fee plus monthly base and per-employee subscription fees, with an integrated insurance shopping experience and a Partner Marketplace extending the offering with third-party benefits.

Product overview

PeopleKeep is an HRA administration software platform powered by Remodel Health that offers a unified portfolio of health reimbursement arrangement products. The core platform consists of three distinct HRA types: QSEHRA for small employers with fewer than 50 employees, ICHRA for employers of all sizes including ALEs, and GCHRA for employers supplementing group health insurance. These are complemented by ICHRA+ for large employer needs and WorkPerks for expanded personalized benefits. The platform provides cloud-based administration enabling employers to design custom benefits, onboard employees, process reimbursements, and maintain IRS compliance. A Partner Marketplace extends the ecosystem with integrated third-party services including retirement, therapy, vision, HSA/FSA administration, and wellness offerings.

Differentiator

Problem solved

Functional benefit

Products and services

• Qualified Small Employer HRA (QSEHRA) A tax-advantaged health benefit for small employers with fewer than 50 full-time-equivalent employees who do not offer group health insurance. Allows employers to reimburse employees tax-free for individual health insurance premiums and qualifying medical expenses.
• Individual Coverage HRA (ICHRA) A health benefit enabling employers of all sizes, including Applicable Large Employers (ALEs), to provide tax-free contributions for employees' individual health insurance plans and out-of-pocket medical expenses. Has no maximum contribution limits and allows variation in eligibility and allowance amounts by employee class.
• Group Coverage HRA (GCHRA) A health benefit that supplements traditional group health insurance policies to help employees cover out-of-pocket expenses such as deductibles and copayments tax-free. Available to employers offering group health coverage regardless of renewal date.
• ICHRA+ A robust platform for large employers offering additional support and features beyond standard ICHRA. Powered by Remodel Health and integrated with PeopleKeep's HRA administration software.
• WorkPerks A personalized benefits solution allowing employees to choose benefits that best fit their individual needs, designed for evolving work and compensation models.
• HRA Administration Software Cloud-based software platform enabling employers to design, launch, and manage HRA benefits. Features include customizable allowance amounts, employee onboarding, reimbursement request processing, compliance document generation, IRS regulatory compliance tracking, employer dashboards, and AI-enhanced reimbursement processing.
• Partner Marketplace An online marketplace connecting employers and employees with trusted partners offering extended benefits including retirement (401GO), COBRA administration (Anuvi), therapy (BetterHelp), vision (EyeBuyDirect), HSA/FSA administration (Lane Health, HSA Store), wellness (Sworkit Health), menopause support (Stella), and other HR services.

Quantifiable outcome

• Saves 30-50% compared to group health insurance costs
• +5 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

AI capability2 records

Feature7 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Remodel HealthcoreStrategic or Co-development Partner · 22 February 2024Remodel Health acquired PeopleKeep, creating a powerhouse in health benefits solutions. PeopleKeep is now powered by Remodel Health, combining PeopleKeep's HRA administration expertise with Remodel Health's platform capabilities including ICHRA+. The acquisition reshapes the landscape of health benefits solutions.
• Family PromisecoreStrategic or Co-development Partner · 29 July 2020Partnership to offer health benefits to Family Promise's more than 200 Affiliates in 43 states. Family Promise is the nation's leading nonprofit addressing family homelessness. PeopleKeep provides dedicated point of contact and works with Family Promise main office on affiliate education and awareness campaigns around HRA benefits. More than 15,000 people use PeopleKeep through this and other partnerships.
• 401GOminorGTM or Marketing PartnerPartner in PeopleKeep marketplace offering retirement benefits solutions for small and medium-size businesses.
• AnuviminorGTM or Marketing PartnerPartner in PeopleKeep marketplace offering COBRA administration services.
• BetterHelpminorGTM or Marketing PartnerPartner in PeopleKeep marketplace offering therapy services to extend employee benefits.
• HSA StoreminorGTM or Marketing PartnerPartner in PeopleKeep marketplace offering healthcare items and HSA-related products.
• Lane HealthminorGTM or Marketing PartnerPartner in PeopleKeep marketplace offering HSA and FSA administration services.
• Sworkit HealthminorGTM or Marketing PartnerPartner in PeopleKeep marketplace offering employee wellness services.
• StellaminorGTM or Marketing PartnerPartner in PeopleKeep marketplace offering menopause support app for women employees. Contact for this partner is [email protected].

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• ADP TotalSource: ADP's PEO providing co-employment, benefits, and HR outsourcing to SMBs. A scale incumbent competing for the same small employer benefits budget PeopleKeep targets.
• Gusto: Payroll, HR, and benefits platform with HRA administration capabilities. Serves the same small employer buyer as PeopleKeep but bundles HRA inside a full-stack payroll offering, posing a bundling threat.
• Justworks: PEO providing payroll, benefits administration, and HR support to SMBs. Competes for the small employer benefits dollar with broader service scope than PeopleKeep's HRA-only focus.
• Sequoia One: PEO offering payroll, benefits, and HR services to small and mid-sized businesses. Comparable SMB buyer and benefits administration overlap with PeopleKeep.
• WageWorks (HealthEquity): Health benefits administration including FSA, HRA, HSA, and commuter accounts. Competes with PeopleKeep in HRA administration at larger scale and is a potential incumbent threat to SMB-focused HRA platforms.

Direct peers

• Take Command Health: Direct ICHRA-focused administrator and broker platform serving small and mid-sized employers. Closest pure-play competitor to PeopleKeep's QSEHRA/ICHRA offerings and overlapping broker channel strategy.
• Stride Health: Benefits navigation and ICHRA administration platform serving small businesses and individuals purchasing individual market coverage. Comparable product surface and target buyer to PeopleKeep.
• Thatch: ICHRA-focused platform providing employers with defined-contribution health benefits. Competes head-to-head with PeopleKeep in the SMB and ALE segments.
• Remodel Health: ICHRA+ platform and now PeopleKeep's parent company (acquired Feb 2024). Pre-acquisition, was the most direct competitor in ALE/mid-market ICHRA; today it is the strategic acquirer and complementary product line.

Emerging players

• Venteur: ICHRA administration platform targeting small and mid-sized employers. Niche overlap with PeopleKeep's ICHRA and QSEHRA products, primarily competing for newer entrants to defined-contribution benefits.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/watch?v=V9MPtZFsVGE
• Xx.com/PeopleKeep

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PeopleKeep