Fia Care

Name

Fia Care

Legal name

Fia Care

Website

https://fia.care

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Direct Primary Care

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011), Services-Home Health Care Services (8082), Services-Health Services (8000)

akta.pro primary industry

Membership/Subscription Concierge Virtual Care (HLALAAAH)

akta.pro secondary industries

Primary Care & General Medicine Virtual Care (HLALAAAA), Primary Care & General Medicine Virtual Care (Employer-Sponsored) (HLALADAA), General Medical Virtual Primary Care (Payer-Branded) (HLALACAA)

Keywords

• Direct primary care
• Telehealth services
• House call visits
• Subscription healthcare
• Virtual primary care

Headquarters

HQ city

Sandy

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Direct Primary Care Subscription: Monthly subscription model for individuals providing unlimited primary care access via telehealth and house calls. Traditional plan at $0 (covered by insurance partnerships), HSA/HDHP plan at $49/month with fees waived after deductible.
2. Employer Group Subscription: Employers purchase Fia Care memberships for employees and dependents at $150 per adult per month and $10 per additional family member per month. Volume discounts available for larger employer groups.
3. Insurance Network Partnerships: Fia Care operates as an in-network provider with insurance plans including UUHP and PEHP, providing covered wellness visits and primary care services to plan members at no cost to the patient.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Fia Care is a direct primary care provider selling monthly memberships that grant patients unlimited on-demand access to a clinician via the Spruce Health app (video, text, phone, secure messaging), with same-day in-person house calls when warranted. The company also sells group memberships to employers and operates as an in-network provider under Utah insurance plans (UUHP, PEHP), offering covered wellness visits at no cost to plan members.

Product overview

Fia Care operates as a direct primary care provider offering a single unified telehealth and house call service. The core product is the Fia Care Direct Primary Care subscription, which provides unlimited access to healthcare via video calls, texting, phone calls, and direct messaging through the Spruce Health App. For in-person care, the House Calls Service dispatches doctors to patients' homes or offices. The company offers two membership tiers: Traditional Fia PCP Plan (at $0 for eligible members) and HSA/HDHP Fia PCP Plan ($49/month for high-deductible plan holders). Specialty programs include the UUHP Wellness Visit Program for University of Utah Health Plans members. Additional services encompass prescription management, laboratory services, and wellness coaching.

Differentiator

Problem solved

Functional benefit

Products and services

• Fia Care Direct Primary Care Membership (Individual) Monthly membership for individuals providing unlimited on-demand primary care via telehealth (video calls, texting, phone, secure messaging) through the Spruce Health app, plus same-day in-person house calls when warranted. Available as a Traditional plan ($0 with eligible insurance) or HSA/HDHP plan ($49/month, fees waived after deductible). Targets individual patients seeking affordable, convenient primary care access.
• Fia Care Employer Group Membership Subscription-based group primary care product sold to employers who purchase memberships on behalf of employees and dependents at $150 per adult per month plus $10 per additional family member per month, with volume discounts for larger groups. Includes onboarding, utilization reporting, cost savings analysis, and unlimited care access for all covered members.
• UUHP Wellness Visit Program In-network wellness assessment offering for University of Utah Health Plans members, providing covered annual wellness visits via telehealth and a $25 Amazon gift card incentive for scheduling. Delivered through Fia Care's telehealth platform as a contracted provider expanding UUHP's primary care and house call access.

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• University of Utah Health Plans (UUHP)coreChannel Partner/ Reseller/ DistributorFia Care is an in-network healthcare provider with University of Utah Health Plans. UUHP members can receive wellness visits and primary care services covered by their insurance plan at no cost. The partnership includes incentive programs such as $25 Amazon gift cards for scheduling wellness visits. Fia serves as a contracted provider expanding UUHP's telehealth and house call access.
• PEHP (Public Employees Health Program)coreChannel Partner/ Reseller/ DistributorFia Care partners with PEHP to provide primary care services to PEHP members. The partnership offers enrollment options for Traditional Plan members and HSA/HDHP members. PEHP plan members can select Fia Care as their primary care provider.
• Spruce HealthcoreTechnology or IntegrationFia Care uses the Spruce Health platform as its patient-facing app for care delivery. The Spruce Health app enables secure messaging, video calls, and care coordination. Patients sign up and access Fia Care services through the Spruce Health app or web interface.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• One Medical (Amazon One Medical): Membership-based primary care combining virtual access with in-office visits; now owned by Amazon and operating at national scale. Directly comparable to Fia's subscription concierge primary care model but with far broader footprint and capital.
• K Health: Large-scale virtual primary care platform leveraging AI-driven triage, with partnerships across payers, employers, and health systems. Comparable to Fia's direct-to-consumer virtual primary care positioning but operating at much greater scale with significant capital.
• Teladoc Health: Largest publicly-traded virtual care platform offering telehealth across primary care, mental health, and specialty care to payers and employers. Comparable in telehealth primary care delivery to Fia but at vastly greater scale and with a much broader product portfolio.

Direct peers

• Forward Health: Membership concierge primary care offering virtual access plus in-person visits with proprietary technology and biometric screenings. Closest peer to Fia's hybrid telehealth-plus-in-person model, though historically more tech-centric and at larger scale.
• Firefly Health: Virtual-first primary care with a care team model and health-coaching layer, offered to both employers and individuals via subscription. Comparable to Fia's blended virtual + in-person concierge approach and employer/DTC go-to-market.
• Galileo Health: Subscription virtual primary care with in-person follow-up, serving employer and health-plan populations. Operates a comparable virtual-first model with multi-state reach and payer partnerships similar to Fia's UUHP/PEHP arrangements.
• DispatchHealth: On-demand in-home medical care delivered by dispatched clinicians, complementing telehealth and urgent care. Directly comparable to Fia's house-call dispatch capability, though DispatchHealth focuses more on acute/urgent visits and complex episodes.
• Parsley Health: Membership-based primary care with a functional-medicine angle, combining virtual visits with limited in-person care. Comparable subscription concierge model targeting both individuals and employers seeking a more holistic primary care experience.
• Eden Health: Virtual and in-person primary care sold primarily to employers as a workplace benefit. Comparable to Fia's employer-channel emphasis and hybrid virtual + in-clinic delivery model.
• SteadyMD: Subscription virtual primary care with concierge-style provider relationships, serving both consumers and employers/B2B partners. Comparable membership model and telehealth-first delivery to Fia's core offering.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• TikToktiktok.com/@arivhealth
• Facebookfacebook.com/fiahealthcare
• LinkedInlinkedin.com/company/care-fia

Revenue estimate

Valuation estimate

Number of profiles

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 Fia Care