ASR Health Benefits

What ASR Health Benefits does

ASR Health Benefits (legal entity ASR Corporation) is a Michigan-based third-party administrator (TPA) founded in 1984, headquartered in Grand Rapids, and rebranding in May 2026 to Health Alliance TPA by Henry Ford Health to reflect its integration with Health Alliance Plan (HAP) and the Henry Ford Health system. The company administers self-funded and shared-funded health benefit plans on behalf of employer clients ranging from 50 enrolled employees up to large self-funded groups, serving 125,000+ covered lives nationwide. Its product portfolio spans self-funded and shared-funded health plans, consumer-directed accounts (HSA/HRA/FSA/MRA) with a Visa debit card, stop-loss insurance coordination, medical cost management (pre-certification, disease and large-case management), prescription benefit management through multiple PBM partners, COBRA and HIPAA administration, transplant carve-out insurance, dental/vision/disability coverage, and a dedicated Native American Tribes practice addressing MLR, 340b, PLR, and tribal-clinic integration.

The underlying technology is a 24/7 web-based administration platform (asrhealthbenefits.com) with a companion mobile app, providing employers, members, providers, and agents online access to claims status, eligibility, provider directories, enrollment, funding reports, and management reporting. ASR anchors its offering on its proprietary Physicians Care Network PPO (65,700+ Michigan providers, founded 1995) and extends reach nationally via partnerships with Aetna, MultiPlan, Trinity Health, Vālenz Health, Nomi Health, and Cofinity/First Health. Layered on top is the WebMD-powered ASR Health Engagement Portal for wellness and chronic-condition management (27 conditions with navigator nurse support).

Revenue is generated principally through TPA administrative fees billed monthly per enrolled employee, plus coordination revenue from stop-loss placement, PBM partnerships, and shared-funded plan premiums underwritten per employer. Distribution is sales-led via direct outreach, a licensed agent/broker network, and the Henry Ford Health brand channel post-rebrand. ASR is privately held as a subsidiary of Health Alliance Plan, with no disclosed funding rounds and revenue figures not publicly available; scale signals include 125,000+ lives administered, 65,700+ network providers, and an 11–50 employee headcount consistent with a mid-market regional TPA now positioning for enterprise and national expansion through its Henry Ford Health parent.

Name

ASR Health Benefits

Legal name

ASR Corporation

Website

https://asrhealthbenefits.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

ASR Health Benefits (rebranding to Health Alliance TPA by Henry Ford Health) is a Michigan-based third-party administrator founded in 1984, administering self-funded and shared-funded health benefit plans for small-to-large employers and Native American tribes nationwide, covering 125,000+ lives via its proprietary 65,700-provider Physicians Care Network and national PPO partnerships.

Ownership category

akta.pro rank

Product category

Third-Party Health Benefits Administration

NAICS

Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292), Health and Welfare Funds (525120), Health and Welfare Funds (52512)

SIC

Accident & Health Insurance (6321), Hospital & Medical Service Plans (6324), Services-Health Services (8000), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Self-Funded Employer Plan TPA (ASO Administration) (HLAEALAA)

akta.pro secondary industries

Eligibility, Enrollment & Benefits Administration (HLAEALAH), Flexible Benefits Administration (FSA/HSA/HRA) (HLAEALAK), Compliance, Reporting & Regulatory Administration (ERISA/ACA/No Surprises) (HLAEALAJ), Dental Benefit Administration (DBA) & ASO/TPA for Dental (HLAEAIAJ), Self-Funded (ASO) Group Health Plans & Stop-Loss (FSAIAFAB)

Keywords

• Third-party health benefits administration
• Self-funded health plans
• Stop-loss insurance coordination
• Consumer-directed health plans
• PPO provider networks

Headquarters

HQ city

Grand Rapids

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Third-Party Administration (TPA) Fees: ASR Health Benefits earns revenue by charging administrative fees for managing self-funded health benefit plans on behalf of employers. Fees are billed monthly based on plan enrollment and include claims processing, customer service, and reporting. Fixed costs (administration fees, stop-loss premiums) are billed similarly to an insurance premium, while claims costs vary based on healthcare utilization by covered persons.
2. Stop-Loss Insurance Coordination: ASR assists employers in securing stop-loss/excess-loss insurance coverage to protect against catastrophic individual claims (specific stop-loss) and aggregate group claims. Revenue is generated through coordination and placement of stop-loss coverage, with the stop-loss carrier transferring funds to the employer's bank account when claims exceed funding limits.
3. Prescription Benefit Management: ASR partners with leading independent pharmacy benefit managers to offer prescription drug benefit solutions. Comprehensive management reporting monitors prescription costs and develops new benefit recommendations, generating administrative revenue from pharmacy benefit coordination.
4. Shared-Funded Plan Premiums: For shared-funded plans, employers pay a set monthly premium determined by underwriting review. Part covers fixed costs (stop-loss insurance, administration fees) and part funds expected claims up to the employer's funding limit. Any unspent claim funds are retained by the employer, while ASR retains its administrative fee regardless of claims levels.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

ASR Health Benefits is a third-party administrator (TPA) that administers self-funded and shared-funded health benefit plans on behalf of employers across Michigan and nationally. The company handles claims processing, eligibility administration, stop-loss insurance coordination, prescription benefit management, COBRA administration, HIPAA compliance support, and consumer-directed health plan services (HSA, HRA, FSA, MRA) for employer clients of all sizes. Members access benefit information, claims status, and provider directories through a 24/7 online portal and mobile app connected to a proprietary Michigan PPO network and national network partnerships.

Product overview

ASR Health Benefits (rebranding to Health Alliance TPA by Henry Ford Health) is a third-party administrator offering a comprehensive suite of self-funded health benefit administration services. The core platform centers on Self-Funded Health Plans and Shared-Funded Health Plans, supplemented by Consumer-Directed Health Plans (HSA, HRA, MRA, FSA options with debit cards). These are integrated with proprietary and national provider networks (Physicians Care Network with 65,700+ providers), stop-loss insurance coordination, medical cost management, prescription benefit management, and wellness incentive programs. Additional services include dental/vision/disability coverage, COBRA administration, HIPAA compliance support, and transplant insurance. The ASR Online Portal provides 24/7 access for employers, members, providers, and agents, while the WebMD-powered Health Engagement Portal offers digital wellness tools. The company serves employers throughout Michigan and beyond from its Grand Rapids, Michigan headquarters.

Differentiator

Problem solved

Functional benefit

Products and services

• Self-Funded Health Plans
• Shared-Funded Health Plans
• Consumer-Directed Health Plans
• Stop-Loss Insurance Coordination
• Prescription Benefit Management
• Medical Cost Management
• COBRA Administration Consolidated Omnibus Budget Reconciliation Act administration services including time limit tracking, eligible employee notification, coverage implementation, and premium calculation assistance.
• HIPAA Compliance Services HIPAA Privacy and Security compliance assistance including compliant plan designs, Business Associate Agreements, and eligibility administration based on special enrollment rights.
• Dental, Vision, and Disability Benefits Additional benefit products offering self-funded dental and vision benefits, fully insured long-term disability, and self-funded short-term disability plans.
• Wellness Incentive Plans Population Health Management programs including Prevention/Awareness initiatives with premium reductions for healthy choices, and Disease Management through Navigator Nurse program targeting 27 chronic conditions.
• Transplant Insurance Comprehensive carve-out program converting unpredictable transplant risk to a flat monthly cost, providing first-dollar coverage with access to transplant centers nationwide.
• Native American Tribal Services Specialized benefit administration services for tribal clients including sponsorship, Payor of Last Resort, Medicare-Like Rates, 340b Pharmacy Integration, and on-site health clinic solutions.
• Physicians Care Network ASR's proprietary PPO network with over 65,700 participating providers throughout Michigan, including physicians in all specialties and hospitals along the Lake Michigan shore region and across northern Michigan.

Quantifiable outcome

• Employers retain unspent claim funds when actual claims are less than the funding limit in shared-funded plans
• +3 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• WebMD Health ServicescoreTechnology or IntegrationASR has partnered with WebMD Health Services to offer the ASR Health Engagement Portal — a digital wellness manager providing free tools and programs designed to help plan participants manage health and wellness goals. The portal includes health assessments, health trackers, and integration with wearable fitness trackers and health apps.
• Tribal FirstminorImplementation/ SI/ Consulting PartnerASR partners with Tribal First for legal guidance and Plan Document language assistance to effectively administer health plans for the benefit of Native American tribes and their members. This partnership helps ASR navigate the unique rules, regulations, and savings opportunities specific to tribal benefit administration.
• Physicians Care Network (Proprietary PPO)coreTechnology or IntegrationASR developed and maintains its own PPO network — the Physicians Care Network — with over 65,700 participating providers throughout Michigan, including physicians in all specialties and select hospitals. This network serves as a core differentiator for ASR-administered health plans in Michigan and the upper Midwest.
• Health Alliance Plan (HAP)coreStrategic or Co-development PartnerHealth Alliance Plan (HAP) is ASR's parent organization. Following the May 2026 rebrand to 'Health Alliance TPA by Henry Ford Health,' ASR operates as the TPA subsidiary of HAP, integrating with Health Alliance Plan's provider network and administrative infrastructure. The Physicians Care & HAP Network combined directory serves Michigan and Northwest Ohio members.
• Henry Ford HealthcoreStrategic or Co-development PartnerHenry Ford Health is ASR's ultimate parent organization and the health system providing clinical integration for Health Alliance TPA. Through this connection, ASR can offer employers access to Henry Ford Health expertise including on-site nursing services, mobile mammography units, and Nomi Health access within the Henry Ford Health clinical network.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• UMR: UnitedHealth Group-owned third-party administrator and one of the largest TPAs in the U.S., serving self-funded employer health plans. Closest direct comparable to ASR by business model (TPA administration for self-funded plans) and product breadth.
• Meritain Health: Cigna-owned TPA administering self-funded health plans for employers of all sizes. Direct comparable to ASR in self-funded administration, stop-loss coordination, and PBM/network bundling for employer clients.
• CoreSource: Anthem-owned TPA focused on self-funded employer health plan administration. Comparable to ASR in self-funded/ASO administration model and integration with a major payer parent.
• Allied Benefit Systems: Independent TPA administering self-funded medical, dental, vision, and disability benefits for mid-market and national employers. Closely comparable mid-size TPA peer to ASR's product mix and customer segments.
• HealthScope Benefits: Independent TPA offering self-funded plan administration, stop-loss, PBM, and consumer-directed health plan services. Comparable in size and product breadth to ASR's TPA offering.
• Imagine360: Cost-containment-focused TPA serving self-funded employer plans with reference-based pricing and integrated PBM/network solutions. Comparable to ASR's self-funded administration business with a differentiated cost-management emphasis.
• MedBen: Mid-size regional TPA providing self-funded medical, dental, vision, and pharmacy benefit administration with strong analytics capabilities. Comparable peer for ASR's integrated admin and cost-management stack.

Emerging players

• Brighton Health Plan Solutions: TPA and health plan solutions provider offering self-funded administration, network rental, and stop-loss solutions. Adjacent competitor to ASR with overlapping self-funded administration capabilities.
• Lucet (formerly New Directions Behavioral Health): Behavioral health-focused TPA and managed-care services provider. Overlaps with ASR's health management/disease management capabilities and shares TPA-style administration of specialized benefit lines.

Broad incumbents

• Health Alliance Plan (HAP): ASR's parent organization and a Michigan-based health plan with 500,000+ members. Broader incumbent payer that owns ASR and shares provider network infrastructure; comparable in serving Michigan employer-sponsored health benefits but as a carrier rather than a pure TPA.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/381086671944250
• LinkedInlinkedin.com/company/asr-health-benefits-tpa

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 ASR Health Benefits