Health Alliance Plan

What Health Alliance Plan does

Health Alliance Plan (HAP) is a Michigan-based nonprofit health plan and a wholly-owned subsidiary of Henry Ford Health System since 1986. Founded in 1960 as the UAW-sponsored Community Health Association, HAP now serves approximately 469,000 members across Michigan through four primary product segments: Medicare Advantage (HMO, HMO-POS, and PPO), Medicare Supplement (Medigap) via its Alliance Health and Life Insurance Company subsidiary, employer-sponsored health plans (small and large group HMO/PPO/EPO and self-funded), individual and family plans (including ACA Marketplace Qualified Health Plans), and Medicaid through the HAP CareSource joint venture formed with CareSource in 2023. The company rebranded to "Health Alliance Plan by Henry Ford Health" in 2026 to formalize its payer-provider integration with the Henry Ford Health delivery system.

HAP's core technology stack is a health insurance administration platform with integrated member and provider portals, a healthcare cost estimator, the iStrive for Better Health web-based wellness manager, telehealth services via the Amwell platform, and care management programs such as the Populance-powered Diabetes Care Connection. The provider network encompasses approximately 50,000 healthcare partners covering 96% of Michigan doctors, including Henry Ford Health, Corewell Health, McLaren, Trinity Health, Michigan Medicine, and Bronson. The company also operates a third-party administrator subsidiary, Health Alliance TPA (formerly ASR Health Benefits), serving self-funded employer plans.

HAP's revenue model is subscription-based across all product lines: recurring monthly premiums from Medicare Advantage, Medicare Supplement, employer-sponsored, individual/family, and Medicaid members. Distribution is multi-channel — direct-to-consumer via hap.org, licensed insurance agents and brokers, the Health Insurance Marketplace, dedicated employer account representatives, provider referrals, and community outreach reaching 100,000+ Michigan residents annually. With approximately 1,100 employees, HAP reported a $32.4 million net income operational turnaround in 2025, achieved seven consecutive years of 4+ star CMS ratings on both HMO and PPO plans, and maintained 90-95% member satisfaction across Medicare and commercial segments.

Name

Health Alliance Plan

Legal name

Health Alliance Plan

Website

https://hap.org

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Health Alliance Plan is a Michigan-based nonprofit health insurer serving approximately 469,000 members across Medicare Advantage, employer-sponsored, individual/family, and Medicaid segments, operating as a subsidiary of Henry Ford Health with integrated payer-provider care coordination and a 50,000-provider network.

Ownership category

akta.pro rank

Product category

Health Insurance

NAICS

Direct Health and Medical Insurance Carriers (524114)

SIC

Hospital & Medical Service Plans (6324), Accident & Health Insurance (6321)

akta.pro primary industry

Medicare Advantage (MA) Plans (FSAIAGAA)

akta.pro secondary industries

MA-PD Plans (Medicare Advantage with Prescription Drug Coverage) (FSAIAGAG), Large Group Health Insurance (Mid-Market & National Accounts) (FSAIAFAE), ACA Marketplace (On-Exchange) Individual Plans (FSAIAEAA), Medicaid Expansion (ACA Adult) Managed Care Plans (HLAEAEAB)

Keywords

• Health insurance plans
• Medicare Advantage coverage
• Employer-sponsored health benefits
• Medicaid managed care
• Individual and family plans

Headquarters

HQ city

Detroit

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Medicare Advantage Premiums: Revenue from Medicare Advantage plans (Part C) including HMO, HMO-POS, and PPO plans for beneficiaries 65+
2. Medicare Supplement Premiums: Revenue from Medigap plans (Plans A, C, D, F, G, N) offered through Alliance Health and Life Insurance Company
3. Employer-Sponsored Health Plan Premiums: Revenue from commercial health plans offered to businesses with 1-50 employees (small groups) and 51+ employees (large groups). Includes HMO, PPO, EPO plans and Group Medicare Advantage.
4. Individual and Family Plan Premiums: Revenue from individual and family health plans purchased through marketplace/exchange or directly, including Qualified Health Plans (QHPs) compliant with ACA
5. Medicaid Premiums: Revenue from Medicaid plans through HAP CareSource joint venture with CareSource, providing coverage for Michigan Medicaid recipients

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Health Alliance Plan is a nonprofit health insurer that provides medical and prescription drug coverage through Medicare Advantage, Medicare Supplement, employer-sponsored (small and large group), individual/family marketplace, and Medicaid plans to Michigan residents. Its products are tightly integrated with the Henry Ford Health delivery system and include supplemental benefits such as dental, vision, hearing, flex card allowances, telehealth, wellness programs, and care management services.

Product overview

Health Alliance Plan by Henry Ford Health is a Michigan-based nonprofit health insurance company offering a comprehensive portfolio of health plans across four primary segments: Medicare (Medicare Advantage, Medicare Supplement, and Employer-Sponsored Medicare), Employer-Sponsored coverage (Large Group and Small Group plans with HMO/PPO/EPO options), Individual and Family Plans (both on and off the Marketplace), and Medicaid (through HAP CareSource joint venture). The core Medicare Advantage product bundles medical and prescription coverage with supplemental benefits including dental, vision, hearing, flex card allowances, and wellness programs. Employer plans range from fully insured to self-funded options, with specialized offerings like the Henry Ford Health Select network for Southeast Michigan employers. Individual/family products include QHPs with Essential Health Benefits. Add-on modules include dental (via Delta Dental), vision (via EyeMed), prescription management (with tiered formularies and specialty pharmacy through Pharmacy Advantage), wellness platforms (iStrive for Better Health), and care management programs (Diabetes Care Connection, Maternity Services, Telehealth via Amwell). The company operates as part of Henry Ford Health System, leveraging integrated care delivery for member benefits.

Differentiator

Problem solved

Functional benefit

Brands

• HAP Alliance Medicare Supplement: Medicare Supplement (Medigap) plans offered through Alliance Health and Life Insurance Company to help pay healthcare costs not covered by Original Medicare.

Products and services

• Medicare Advantage Plans Comprehensive Medicare coverage combining medical and prescription drug coverage with supplemental benefits such as dental, vision, hearing, flex card allowances, and wellness programs. Available as HMO, HMO-POS, and PPO plans for individuals 65+ or under 65 with qualifying conditions in Michigan.
• Medicare Supplement Plans (Medigap) Plans A, C, D, F, G, and N offered through Alliance Health and Life Insurance Company to fill gaps in Original Medicare coverage such as copays, coinsurance, and deductibles for Michigan residents. Does not include prescription drug benefits.
• Employer-Sponsored Medicare (EGWP) Medicare Advantage coverage for retirees through employer groups, offering more comprehensive healthcare with additional benefits beyond traditional Medicare for Michigan-based employers.
• Large Group Health Plans Comprehensive health coverage for Michigan businesses with 51 or more employees. Offers HMO, PPO, and EPO plans plus Group Medicare Advantage (MAPD) with flexible funding options including fully insured and self-funded options.
• Small Group Health Plans Affordable, flexible health insurance for Michigan companies with 50 or fewer employees. Includes HMO, PPO, and EPO plans plus HSA-compatible options.
• Individual and Family Plans Health coverage for individuals and families available through HAP directly or on the Health Insurance Marketplace. Includes HMO and PPO Qualified Health Plans with optional dental, vision, and prescription coverage.
• HAP CareSource Medicaid Plans Medicaid managed care plans including MI Coordinated Health (HMO D-SNP) for dual-eligibles, offering no-cost or low-cost coverage to Michigan residents who qualify for Medicaid through the HAP CareSource joint venture with CareSource.
• Henry Ford Health Select Employer health plan exclusively designed for businesses in Southeast Michigan, delivering coordinated care through the Henry Ford Health network at lower premiums (up to 15% savings).
• Henry Ford Health Medicare Advantage powered by HAP Co-branded Medicare Advantage product combining HAP's insurance expertise with Henry Ford Health's delivery system for Michigan beneficiaries.
• Diabetes Care Connection Physician-supported diabetes management program powered by Populance that helps members manage diabetes with measurable outcomes (2.3-point A1C reduction and $1,146 saved per engaged member).
• iStrive for Better Health Web-based digital wellness manager providing personalized tools, resources, and programs to help members achieve health goals; available to individual members and employer wellness programs.
• Telehealth and Virtual Care 24/7 virtual care access to licensed, board-certified doctors and therapists through the Amwell platform integrated with Henry Ford Health virtual care for HAP members.
• Maternity Services Program Comprehensive maternity and postpartum support through the ProgenyHealth partnership, providing dedicated care throughout the pregnancy journey for HAP members.
• 2026 Medicare Advantage Plans 2026 plan-year Medicare Advantage products with enhanced supplemental benefits including dental up to $2,000 maximum, vision allowances up to $150–$300, Flex Card up to $153/quarter, hearing aid coverage, and expanded telehealth services.
• Federal Postal Employees Coverage Health insurance coverage made available to federal postal employees in Michigan under the Federal Employees Health Benefits Program through HAP.

Quantifiable outcome

• 95% HAP Medicare members satisfied with coverage
• +6 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature5 records

Partnerships

15 partnerships are on record, tiered core and minor.

• PopulancecoreTechnology or Integration · 1 October 2025HAP launched Diabetes Care Connection powered by Populance. The comprehensive solution is shown to be up to twice as effective at reducing A1C levels as standard treatment alone. Helped 80% of pilot participants reduce A1C levels.
• Sunny Benefits (Costco)minorGTM or Marketing Partner · 1 October 2025HAP became first health plan to partner with Costco in Michigan through Sunny Benefits Flex+ Rewards program for HAP Medicare Advantage members offering savings through Costco.
• CareSourcecoreStrategic or Co-development Partner · 1 January 2023HAP CareSource is a Medicaid joint venture formed in 2023 combining CareSource's Medicaid expertise with HAP's local healthcare leadership to expand access and improve health outcomes for Michiganders. HAP CareSource offers MI Coordinated Health (HMO D-SNP) plans.
• Henry Ford HealthcoreStrategic or Co-development PartnerHealth Alliance Plan became a subsidiary of Henry Ford Health System in 1986. The partnership provides integrated care coordination, shared technology platforms, and seamless patient experiences. In 2024, they launched the first co-branded Medicare product (Henry Ford Health Medicare Advantage powered by HAP) and Henry Ford Health Select for commercial groups.
• Delta DentalcoreTechnology or IntegrationHAP partnered with Delta Dental to offer quality dental coverage to members. Delta Dental PPO network is used for dental services with $2,000 maximum for combined preventive and comprehensive services.
• EyeMedcoreTechnology or IntegrationHAP partnered with EyeMed to provide members access to a nationwide network of eye doctors for routine eye care needs. EyeMed providers offer $0 copays on routine exams and allowances for eyewear.
• Pharmacy AdvantagecoreTechnology or IntegrationHAP's specialty pharmacy partner for specialty drugs that require special handling or administration. Must be obtained through designated/contracted specialty pharmacy. Also provides home delivery and specialty pharmacy services.
• SilverSneakersminorGTM or Marketing PartnerFitness benefit partner providing HAP Medicare Advantage members access to 15,000+ fitness locations from national gyms to local community centers plus online classes.
• AmwellcoreTechnology or IntegrationTelehealth services platform enabling members to connect with doctors or therapists from home or while traveling. Enrolled with Amwell before connecting with healthcare providers.
• Henry Ford Health Genesys HospitalcoreTechnology or IntegrationParticipating hospital in HAP's provider network for employer-sponsored Medicare Advantage plans.
• McLaren Health CarecoreTechnology or IntegrationMajor Michigan health system included in HAP's provider network for Medicare Advantage plans covering hospitals including McLaren Flint, McLaren Lapeer, McLaren Northern Michigan, and more.
• Bronson HealthcarecoreTechnology or IntegrationParticipating hospital system in HAP's provider network for employer-sponsored Medicare Advantage plans.
• Corewell HealthcoreTechnology or IntegrationParticipating hospital system in HAP's provider network for employer-sponsored Medicare Advantage plans.
• Trinity HealthcoreTechnology or IntegrationParticipating hospital system in HAP's provider network for employer-sponsored Medicare Advantage plans.
• Michigan MedicinecoreTechnology or IntegrationParticipating health system in HAP's provider network for employer-sponsored Medicare Advantage plans.

Scale indicators14 records

Recent moves14 records

Expansion highlights6 records

Broad incumbents

• UnitedHealthcare: Largest U.S. health insurer with national Medicare Advantage, commercial, and Medicaid presence. Comparable as the dominant multi-segment competitor that HAP encounters on group, MA, and Marketplace business.
• Humana: Largest U.S. Medicare Advantage carrier with 10M+ MA members. Comparable because Medicare Advantage is HAP's flagship product and Humana defines the competitive benchmark on Star Ratings, MAPD benefits, and supplemental benefits.
• Molina Healthcare: National Medicaid and Marketplace-focused managed-care operator serving 5M+ members. Comparable in its dual-eligible, Medicaid Expansion, and Marketplace emphasis that mirrors HAP's HAP CareSource and Individual/Family books.
• Elevance Health (Anthem): Multi-state Blue Cross Blue Shield licensee offering commercial, Medicare, Medicaid, and Marketplace products. Comparable as a large diversified incumbent with overlapping product breadth to HAP's portfolio.

Emerging players

• Oscar Health: Tech-enabled Marketplace and Medicare Advantage carrier with an individual-focused, ACA-exchange-heavy book. Comparable as a newer-generation competitor in the individual/family and MA segments where HAP's QHP and MA-PD franchises operate.

Direct peers

• Priority Health: Michigan-based nonprofit health plan serving roughly 1.2M members across commercial, Medicare, and Medicaid. Highly comparable to HAP as the closest direct competitor in the same state across the same product segments and nonprofit structure.
• CareSource: Nonprofit Medicaid managed-care operator and HAP's joint-venture partner in HAP CareSource. Comparable as a mission-driven payer with overlapping Medicaid, Marketplace, and dual-eligible populations.
• Blue Cross Blue Shield of Michigan: Largest health insurer in Michigan with 4.5M+ members, offering commercial, Medicare, and individual products. Directly competes with HAP across nearly every segment and is the dominant carrier whose network, pricing, and Star Ratings set the competitive bar.
• Meridian Health Plan of Michigan: Michigan-focused health plan owned by Centene, focused on Medicaid and Marketplace products. Comparable as a fellow Michigan-headquartered multi-segment carrier competing directly with HAP for state and federal contracts.
• McLaren Health Plan: Michigan-licensed health plan affiliated with McLaren Health Care, offering commercial and Medicaid coverage in the same counties HAP serves. Comparable because of provider-system integration mirroring HAP's Henry Ford Health model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/hapmichigan
• Facebookfacebook.com/HAP
• LinkedInlinkedin.com/company/health-alliance-plan

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries4 records

Funding overview

Funding rounds

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 Health Alliance Plan